Through social media, Pepsi hoped to make the drive to this year's halftime show uniquely meaningful to Gaga's fans.
The Fanifesto video was Gaga's way of letting her fans know how they've inspired her and how they can join her journey to the Halftime Show. This was the first of the series to come out.
In promoting the Super Bowl 51 Halftime Show, we wanted to put the fans first. Pepsi gave away 50 sideline passes to Lady Gaga fans, reserving 20 of then for Lady Gaga Super Fans. Pepsi used their social channels to promote these fan-driven stories as content to build awareness for the Halftime Show.
We inlisted the help of fans and NFL players to countdown the days until the Halftime performance. Over the course of 2 weeks., we flooded Pepsi's social feeds with countdown videos.
This was the last of the series giving Gaga fans an inside look into Gaga's journey to the Super Bowl Halftime Show.
A set of icons and type was created by design studio, Vault 49. I animated each icon and created a toolkit that was later used for all the other videos. This allowed for me to lay out, design, and animate each video in less than a day. These icons were used in the countdown and the Guest of Honor videos.