Lady Gaga celebrates Love For Sale by Westfield
As part of our collaboration, we wanted to celebrate Lady Gaga's jazz inspired ‘Love For Sale’ album. In the midst of the pandemic, we set out to execute a unique global campaign that created a world around Lady Gaga and invited audiences to immerse themselves in her world.
During a time where music performances had become formulaic and predictable, Westfield went about creating a music moment that changed how audiences could interact, participate and shape the performance of one of the world’s biggest pop stars. Whilst the bespoke, designed-for-broadcast performance was shot in LA, the campaign lived globally. The one-of-a-kind hybrid event blended IRL moments with virtual broadcast and in a world where music moments felt passive, this execution created a unique ‘as live’ feel for not only those online, but attendees at 21 Fan Zones events globally.
We used live cameras at Westfield sites to intersect with broadcast and show live reaction from audiences giving an as-live feel to the performances. These were controlled in London via a broadcast truck allowing us to beam them out to the Fan Zones globally and online. The broadcast itself allowed for an innovative interactive skin that allowed our audience to leave notes of kindness, watch collectively with other friends, purchase exclusive merchandise and capture the moment placing themselves in the album artwork.
By taking this innovative approach over 2.6 million fans globally were able to get closer to the music, experiencing and enjoying Lady Gaga’s mesmerising 70-minute performance.