Abracadabra: From Fan To Featured

The 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 a production company, choreographer Parris Goebel and viral dance creators to teach the moves and spark participation across TikTok, Instagram, and YouTube. The idea put fans center stage, giving them the priceless chance to go from fan to featured.