Gold Lion, Entertainment Lions for Music
Bronze Lion, Social & Creator
This campaign, created by Mastercard, McCann, and Lady Gaga and produced by Merman, reimagined the music video for “Abracadabra” as a fan edit. As part of a contest, 32 devoted fans were flown to Los Angeles, trained in choreography, and styled by Gaga’s own team—wearing pieces from her personal archive. The music video was directed by Parris Goebel, with a behind-the-scenes companion film by Casey Brooks documenting the emotional journey and creative process behind this fan-powered celebration of Gaga’s new album, Mayhem.
Agency:
McCann NY
Director:
Parris Goebel
