Abracadabra

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 (led 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.