ANASTASIA SERDUKOVA

Mastercard x Lady Gaga – GRAMMYs Activation
A fan-powered music video premiere for Lady Gaga’s new song “Abracadabra.”

A dynamic social-meets-experiential campaign that transformed Lady Gaga’s “Abracadabra” premiere into an unforgettable fan journey both online and IRL. Launching on GRAMMYs night and leading to multiple surprises, fans learned the choreography, shared their own takes, and ultimately starred in a professional fan edit of the video and danced with Lady Gaga and Parris Goebel at Club Mayhem.

My Role
Art direction across digital and social content   • Concept development for fan engagement mechanics   • Crafted social storytelling from contest launch to fan video debut   • Led visual direction for select behind-the-scenes and influencer content   • On-site content capture and creative support at Club Mayhem LA event   • Assisted in content edits for social teasers and recaps

The Premiere
Mastercard and Lady Gaga debuted her new song “Abracadabra” at the Grammys. Immediately after, we launched a social contest inviting fans to learn the choreography and post their versions using a branded hashtag.

The Invitation
We shared behind-the-scenes music video and rehearsal content to show that fans could be part of something just like Gaga’s video. Influencers joined in to demonstrate the moves and encourage submissions.

The Priceless Surprise
Select fans who posted their videos were invited to what they thought was a Gaga-themed dance class only to be surprised by Gaga herself. (While I didn’t work on this part, it was a key moment in the fan journey.)

Club Mayhem & The Fan Edit
32 fans were flown to LA, where they were professionally styled and then directed by choreographer, Parris Goebel to recreate the Abracadabra video. Then even more fans attended the exclusive Club Mayhem dance party with pho I supported on-site content capture at the immersive Club Mayhem experience and helped edit social assets that showcased this event and the fan talent.

The Finale
A fan edit of the “Abracadabra” video dropped alongside a series of short social videos that celebrated the fans in it amplifying their stories and reinforcing the message that anyone can be a part of something priceless.

Agencies: McCann XBC & The Brooklyn Brothers