Experience The Lady Gaga + Intel Collaboration

Universal Studios Sound Stage, Burbank, CA
Staples Arena, Los Angeles, California

Intel and Lady Gaga collaborated to deliver an amazing experience at the 2015 Grammys. This partnership was announced at CES 2016 with a 50 second video which led to an integrated campaign across social, digital, PR, and TV– including a 90 second spot driving to a 7-minute digital film.

Included were real-time visual effects run through the Notch game engine, first ever live performance face-tracking, interaction design, use of Intel Curie tracking tech and integrating it into a wearable Gaga costume, 4 weeks of tech integration and rehearsals with Intel engineers and Gaga stage production team at Universal Studios Burbank, and the live show on the Grammy stage at Staples Arena. Wearing a ring built on Intel Technology, Gaga controlled stage effects in real time and through Intel-powered facial projection mapping she paid homage to David Bowies legacy. The tribute reached over 83 million social impressions, over 10 billion media impressions globally, and earned the top social share of voice amongst brands.

AWARDS:

Cannes Lions 2016 – Design Lions: Digital Installations & Events
GOLD, CLIO Awards 2016 – Innovation
GOLD, CLIO Music Awards 2016 – Partnerships
GOLD, CLIO Music Awards 2016 – Innovation
GOLD, CLIO Music Awards 2016 – Design
SILVER, CLIO Music Awards 2016 – Integrated Campaign
SILVER, 2016 CICLOPE – Experiential Design/Live Experience
BRONZE, The Webbys 2017 – Branded Content
People’s Voice, The Webbys 2017 – Integrated Campaigns (Branded)
People’s Voice, The Webbys 2017 – Live Experiences (Branded) – Webby Winner

Technology: Intel Curie tracking, d3 media server, Notch, robots
Creative director: Ruth Hogben
Art Director: Christopher Davenport and Christopher Pearson
Executive producer: Dereck Richmond, Prettybird
Co-producer: Mark Logue
Facetracking: Nobumichi Asai