Chromatica is Lady Gaga’s fifth studio album. For the launch my team and I were tasked with creating an organic fan campaign on Instagram that utilised the lead singles and extended the album’s visual identity.

 

My role was to help with the strategy and art direction; ensuring the work would connect with her 15-30 year old fan base. We explored her distinct retro futuristic style and heavy emphasis on inclusivity. As such we were able to utilise her existing collateral in a number of 2D and 3D executions that helped to build the narrative around the album.