Production

McCann & Merman Produce Lady Gaga "Fan Edit" for Mastercard

The independent global commercial and entertainment production company Merman U.S. has produced Lady Gaga’s highly anticipated "Fan Edit” video based on her original “Abracadabra” music video that was released last month. The “Fan Edit” dance video was created in partnership with Mastercard and its advertising agency McCann Erickson New York, and was directed by choreographer Parris Goebel.

The “Abracadabra Fan Edit” features winners from a Mastercard competition launched last month in which thirty-two die-hard fans were chosen to participate in a new dance video inspired by Gaga’s original “Abracadabra” choreography and music video. Mastercard sponsored both the original music video and the new “Fan Edit” version.

The concept behind the “Fan Edit” was to celebrate the energy and ambitions of Gaga’s fans, her ‘Little Monsters’, offering “Priceless Experiences” that immerse them in the world of MAYHEM, her recently released album. The chosen fans were flown to Los Angeles to train with Gaga’s choreographers Parris Goebel and assistant Gab Robert. They recreated some of the iconic choreography from the original Abracadabra video, with some newly crafted pieces and solo moments in addition. Costumes and make up were designed by Gaga’s styling team of Hunter Clem, Phuong Tran and Elena Gharbigi. Lady Gaga opened her personal archive for the fans to wear iconic pieces from her collection in the video to honor them.

Merman U.S. also produced a companion video that goes behind the scenes of the creation of the Fan Edit video, featuring interviews with lucky winners of the competition who participated in the production. The BTS content was directed by Casey Brooks, who is on Merman’s roster of commercial directors.

CREDITS

Production Company: Merman
Director: Parris Goebel
EP: Kira Carstensen
Producer: Jil Hardin
Choreographer: Parris Goebel
Asst Choreographer: Gab Robert
DP: Laura Merians Goncalves
Stylist: Hunter Clem
Make up: Phuong Tran
Hair: Elena Gharbigi
AD: Paul Norman
Ad agency: McCann Erickson NY

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