Gaga x Coachella

We launched the interactive sand art experience in the days leading up to Coachella to build anticipation around Lady Gaga’s return to the desert. Inspired by the Chladni experiment, where sound frequencies form visible patterns, the page transformed MAYHEM’s sonic energy into a canvas reacting in real time to the MAYHEM soundtrack. As basslines surged and vocals fractured, the interface translated sonic turbulence into swirling motion, letting fans sculpt visual patterns with their cursor.

On the first day of Coachella weekend, we launched a digital creator space designed for Gaga’s biggest fans. Inspired by the DIY energy of the Coachella Art Studio, this interactive collage tool lets users drag, drop, and remix their own compositions complete with visual cutouts, lighting effects, and MAYHEM-inspired distortions. We layered in new GIPHY assets to give fans a real-time toolkit for expressing the full vibe as Gaga took the stage. Each collage could be downloaded as a wallpaper or instantly shared to social, turning fan energy into a wave of custom content across the internet.

To launch the limited-edition Coachella collection in Gaga’s shop, we designed a full-screen takeover inspired by the desert at dusk, layered with surreal wildlife, shifting shadows, and warm MAYHEM lighting. As fans browsed exclusive merch timed to her festival set, the experience blended product with atmosphere, turning the shop into an extension of the stage.