Brand: Spotify
Team: Brand & Creative
Role: Social Creative Director
“The event felt important to the idea of fandom at its purest — real people, in real life, talking to an artist face to face and having to own the questions they ask them.”
As Social Creative Director for Lady Gaga's "Little Monster Press Conference," I led the creative planning and execution for all social content supporting the campaign to support Lady Gaga’s new album Mayhem. This included writing social scripts, overseeing copy development, and working closely with strategy and cross functional teams on rollout.
We amplified the campaign’s bold creative vision—set by the lead Creative Director—by translating it into a cohesive, fan-forward social narrative. I also played a key role in internal planning sessions, helping to sell through the idea of a multi-platform, multi-channel live stream.
Drawing on deep experience with live executions, I advised and supported production partners and internal teams to ensure a seamless stream across TikTok, Instagram, and YouTube, bringing Gaga closer to her fans in real time.
Youtube: Total Views to date: 482K (as of Mar 28)
Youtube: Total Impressions: 4.4M
“To see a pop artist at her level, an eternal A-lister whose music and aesthetic has influenced both her contemporaries and a new generation of artists, sit down with fans to hear their largely un-vetted questions about her past and future, her music and the mayhem around it… well, it felt kind of radical.”
After the simulcast, we shared highlights from the Press Conference and the Fan Listening event on our Instagram and TikTok.
Post Campaign creative assets drove amazing results :
Total Engagements: 1.2M
Total Video Views: 7.5M
