Mastercard | lady Gaga
From Fan to featured
Mastercard dropped Lady Gaga’s Abracadabra, her most anticipated single in years, during a commercial break at the 2025 GRAMMYs broadcast and turned it into the biggest audition in music history.
Millions of fans participated – and 32 little monsters danced their way from TikTok into a real Lady Gaga music video.
My Role: Creative Director
Agency: McCann/xbc, New York | Director: Parris Goebel | Music: Lady Gaga
Abracadabra Fan Edit
We reshot Gaga’s best music videos in years, starring 32 fans.
Same soundstage, same costume, same choreographer, same set design, same camera crew, same Lady Gaga.
Inside abracadabra
A short doc to bring fans closer to the magic of Mayhem.
Fan Edit BTS
Follow Little Monsters on their way to share the stage with Lady Gaga.
Abracadabra drop
The Lady Gaga music video Mastercard dropped during a commercial break at the 2025 GRAMMYs
