Fan to Featured
On GRAMMYs night, Mastercard didn’t just sponsor the show — they bought the airtime to premiere Lady Gaga’s highly anticipated new music video.
But instead of the version fans were expecting, Gaga reshot it — this time starring her fans.
What started as a media buy became something bigger: a way to put fans at the heart of the story and turn a brand sponsorship into a true pop culture moment.
The BTS footage of ‘Abracadabra’ that launched the global audition.
This Mastercard x Lady Gaga piece I designed was printed on the back of the official Grammy's program, meaning there’s a non-zero chance that some of my favorite artists glanced at it before winning their awards (or at least before using it as a coaster for their champagne). Either way, I’ll take it.
1.2 billion views in the first week.
180 million people on TikTok — in just 24 hours.
500+ earned media hits (and counting).
180 million people on TikTok — in just 24 hours.
500+ earned media hits (and counting).
