Client: Mastercard
Agency: McCann XBC
Role: Creative Director
Director: Parris Goebel | Lady Gaga

During the 2025 GRAMMYs, we dropped the music video for the most anticipated single of the year: Lady Gaga’s ‘Abracadabra’. But it wasn’t just a music video. It was a global audition to be featured in the official Fan Edit. Thousands auditioned on TikTok and Reels. We flew 32 real fans to LA. Same director. Same choreographer. Same sound stage. Same hair and makeup. Same Gaga. Introducing, From Fan…to Featured.