FROM 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.
AWARDS
Cannes Lions
 GOLD
‘From Fan To Featured’ – Entertainment Lions for Music – 2025
BRONZE
‘From Fan To Featured’ – Social and Creator – 2025
Shortlist
‘From Fan To Featured’ – Multiple categories – 2025​​​​​​​
NEW YORK FESTIVALS
GRAND: ‘From Fan To Featured’ – Branded Content – 2025
GOLD: ‘From Fan To Featured’ – Branded Content & Partnerships – 2025
SILVER: ‘From Fan To Featured’ – Activation & Engagement – 2025
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).
