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 for a night of Mayhem and a music video shoot for the ages. Same director. Same choreographer. Same sound stage. Same hair and makeup. Same Gaga.
Introducing, From Fan…to Featured.