Mastercard International x Lady Gaga - "Abracadabra: From Fan To Featured" by ANDY Awards 2026
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Mastercard International x Lady Gaga - "Abracadabra: From Fan To Featured"
- Brand: Mastercard International x Lady Gaga
- Country: United States
- Advertiser: Mastercard International x Lady Gaga
| Title | Abracadabra: From Fan To Featured |
| Agency | McCann XBC |
| Campaign | Abracadabra |
| Advertiser | Mastercard International x Lady Gaga |
| Brand | Mastercard International x Lady Gaga |
| Date of First Broadcast/Publication | 2025 / 2 |
| Product | Financial Services |
| Business Sector | Credit Cards |
| Story | The creative idea was bold: turn the year’s most anticipated music video into the biggest casting call. Instead of just launching Lady Gaga’s Abracadabra, we invited fans to take center stage—recreating the choreography for a chance to appear alongside Gaga in the Fan Edit.To bring it to life authentically, we partnered with Morningview (lead by Lady Gaga and Michael Polansky), choreographer Parris Goebel and viral dance creators to teach the moves and spark participation across TikTok, Instagram, and YouTube.What followed was a full-scale social movement. Submissions poured in from all kinds of fans—parents, dance troupes, even the cast of Hamilton. Mastercard, Gaga, and creators fueled momentum in real-time, liking, reposting, and commenting on thousands of videos.Then we recreated the Abracadabra video, shot-for-shot, with fans in the spotlight.The idea didn’t just engage fans as passive listeners. It put them center stage, giving them the priceless chance to go from fan…to featured. |
| Media Type | Case Study |
| AI Description | The advertisement captures the essence of participation and inclusivity, featuring a group of enthusiastic dancers dressed in elegant white costumes. At the forefront are two individuals proudly displaying their smartphones, signifying the connection and engagement fostered by the campaign. Behind them, a diverse group, including dancers in wheelchairs, perform meticulously choreographed routines in a large studio setting. The high-energy atmosphere emphasizes community, empowerment, and the enthusiasm of being part of something bigger. The ad, linked to Lady Gaga and Mastercard, encourages fans to join in, creating a sense of belonging and engagement through social media like TikTok, Instagram, and YouTube. The backdrop and lighting maintain a modern, vibrant aesthetic, making the scene both dynamic and inviting. |
| Managing Partner of Morningview | Lady Gaga |
| Managing Partner of Morningview | Michael Polansky |
| Producer for Morningview | Bobby Campbell |
| Creative Studio | Morningview |
| Creative Director and Choreographer | Parris Goebel |
| Production Designer | Wesley Goodrich |
| Wardrobe / Stylist | Hunter Clem |
| Key Makeup | Phuong TRAN |
| Key Hair | Elena Gharbigi - Interscope Records |
| Other | Steve Berman - Interscope Records |
| Other | Daniel Sena |
| Global Chief Creative Officer, McCann Worldgroup | Javier Campopiano |
| Chief Creative Officer North America, McCann World | Britt Nolan |
| Global Head Creative Excellence & Creative Operati | Maru Sokolowski |
| President McCann XBC & Chief Client Officer McCann | Veronica Bertran |
| EVP Global Executive Creative Director | Jim Curtis |
| Chief Creative Officer, McCann XBC | Sean Bryan |
| SVP Group Creative Director, McCann XBC | Dan Grech |
| VP Creative Director, McCann XBC | Ryan Barrett |
| VP Creative Director, McCann XBC | Reto Oetterli |
| VP Creative Director, McCann XBC | Reto Otterli |
| Associate Creative Director, McCann XBC | Bec Matlioski |
| Associate Creative Director, McCann XBC | Andrea Raia |
| Associate Creative Director, McCann XBC | Paul Boupha |
| Associate Creative Director, McCann XBC | Stefan Rotaru |
| Creative Director, McCann XBC | Manuel Castillo |
| Creative Director, McCann XBC | Enrique Torguet |
| Senior Art Director, McCann XBC | Cristian Trujillo |
| Managing Director, McCann XBC | Alex Caredes |
| SVP Executive Account Director, McCann XBC | Amanda Dagger |
| SVP Head of Social & Digital Strategy, McCann XBC | Jaime Winner |
| Account Director, McCann XBC | Daniela Vinick |
| Account Supervisor, McCann XBC | Izzy Calderon |
| Account Supervisor, McCann XBC | Jenny Case |
| Associate Director Project Management, McCann XBC | Lexi Vogler |
| Project Manager, McCann XBC | Grace Jiang |
| Account Director - Resource & Operations Lead | Julia Grasso |
| Senior Community Lead, McCann XBC | Regan Mason |
| EVP Head of Strategy, McCann XBC | Liron Reznik |
| Strategy Director, McCann XBC | Renata Mittnacht |
| SVP Executive Producer, McCann XBC | Judi Nierman |
| Integrated Producer, McCann XBC | Kaiti Furo |
| Integrated Producer, McCann XBC | Katie Henry |
| Senior Music Producer, McCann XBC | Colleen Dahlstrom |
| VP Director of Business Management, McCann XBC | Hovannes Moussati |
| Senior Counsel, McCann XBC | Suzanne Lupovici |
| Director of Music, BA Licensing, McCann XBC | Jamie Jou |
| Community Manager, McCann XBC | Madison Jesmer |
| EVP, Executive Creative Director, McCann XBC | Jon Yasgur |
| EVP Executive Director, McCann XBC | Evan Confield |
| Associate Creative Director, McCann XBC | Anastasia Serdukova |
| Social Strategist, Brooklyn Brothers | Aubrey Burrough |
| Engagement Strategist, Brooklyn Brothers | Teanna Bass |
| Account Director, Brooklyn Brothers | Eric Gentile |
| Project Manager, Brooklyn Brothers | Emily Tully |
| VP Creator Partnerships, Brooklyn Brothers | Camille Dagorn |
| EVP Head of Celebrity & Creator Partnerships, BB | Kimberly Kress |
| EVP Talent Partnerships, Brooklyn Brothers | Danielle Korn |
| Chief Marketing & Comms Officer, Mastercard | Raja Rajamannar |
| EVP, Head of Marketing and Comms, Masterc | Rustom Dastoor |
| SVP Consumer Marketing & Sponsorships, Mastercard | Anne Valentzas |
| SVP Communications, Mastercard | Will O’Connor |
| VP US Consumer Marketing, Mastercard | Mike Morettoni |
| Director US Consumer Marketing, Mastercard | Shelby Ladenheim |
| Manager Consumer Marketing, Mastercard | Tyler Mason |
| VP Digital Marketing & Media, Mastercard | Aimee Atkinson |
| Head Of US Social, Mastercard | Ciel VanderVeen |
| Manager Social Media & Marketing, Mastercard | Chanelle Lowe |
| VP Corporate Communications, Mastercard | Alyssa Rosenblatt |
| Director NAM Communications, Mastercard | Margaret Williams |
| Associate Specialist, Communications, Mastercard | Emily Roush |
| Manager, Media Planning, Mastercard | Paul Giordano |
| Director Strategy & Operations, P.com, Mastercard | Mannie Thompson |
| VP US Sponsorships, Mastercard | Luis Araujo Zue |
| Director Sponsorships, Mastercard | Joyce Hui |
| NAM Sponsorships, Mastercard | Anna Blanchard |
| Director Media & Brand Partnerships, Mastercard | Tara Marston |
| Senior Counsel, Mastercard | Maeve Rothman |
| VP Legal Counsel, Mastercard | Anushree Bagrodia |
| Editor, NO6 | Jarrett Fijal |
| Editor, NO6 | Riley Donigan |
| Executive Producer, NO6 | Corina Dennison |
| Producer, NO6 | Laura Molinaro |
| Global Managing Partner, Merman | Kira Carstensen |
| Global Managing Partner, Merman | Ellen Clarke |
| Executive Producer, Merman | Jessica Miller |
| Producer, Merman | Jil Harden |
| Production Manager, Merman | Kathryn Palmer |
| Director of Photography, Merman | Laura Merians Goncalves |
| Editor, Craft | Rick Symonds |
| Editor, Craft | Lia Gordon |
| Director of Post Productio, Craft | Dan Priore |
| Producer, Craft | Jack McKean |
| Producer, Craft | Will Kaplan |
| Senior VP, Partnerships & Activations, R&C | David Hargis |
| VP Brand Partnerships & Activations, R&C | Megan Leitzinger |
| VP, Senior Creative Director, R&C | Jacina Serbalik |
| Account Director, Partnerships & Activations, R&C | Shawn Davis |
| Account Director Partnerships & Activations, R&C | Erica Piazza |
| Sr. Art Director, R&C | Rachael Wibly |
| Account Manager Partnerships & Activations, R&C | Chelsea Pham |
| SAE Brand Partnerships & Activations, R&C | Jake Paliga |
| Production Company | Elise Craft |
| Production Company | Taylor Craft |
| Media Company | Carat Intraprasit |
| PR | Greg Ketchum |
| Production Company | Merman |
| PR | R&CPMK |