Issue link: http://papercitymagazine.uberflip.com/i/779409
80 is very fluid. Lady Gaga is a fantas- tic director so any project starts with her telling the entire team her initial thoughts and ideas. From that, and working alongside her team, we in- terpret a range of more fully fleshed- out ideas, suggestions and references. This creates further ideas that we bounce back and forth. At the same time, Lady Gaga is developing the set list and the music … this really drives the creative process and pushes it in directions it may not have already been going. In the end, the inspiration for it all — and for all of us — is that the audience both at home and in the stadium gets to see and be part of something amazing. No ordinary show. The difference between this perfor- mance [for Super Bowl] and others we have been part of, is scale. This is a performance at a scale like no other. There are more than 70,000 people in the stadium positioned at 360 degrees around the stage. This means every- thing needs to be considered for both this 360-degree live audience and cameras, and the 100-plus million people at home so that they get the best experience, too. Other consider- ations like the sound-design team who make sure everything sounds great in a huge stadium; the sheer size of the sets, which also need to be designed to be put up and taken down within the timeframe, all while protecting the stadium ground — makes this a project like no other. There are so many amazing creative people in any project that Lady Gaga is part of, from set designers and builders, choreographers, stylists, makeup art- ists, hairstylists, lighting designers, dancers, producers — we could go on. The halftime performance team from both the NFL and Pepsi, are experts at this and have been part of some amazing performances in the past. It's a true collaboration. Working with Lady Gaga. Working with Lady Gaga is highly creative; she gives us the freedom to collaborate in an extraordinary way. She's inclusive not just creatively, but in all areas of her life. She champions things not necessarily at the forefront of the news and works hard to include everyone in everything she does. She wants to hear everyone's opinion and look at ideas from all angles. She's a very creative and talented woman whom we feel incredibly lucky to work with. Find them here: lobstereye.com; Instagram @l_o_b_s_t_e_r_e_y_e "THIS IS A PERFORMANCE AT A SCALE LIKE NO OTHER. THERE ARE MORE THAN 70,000 PEOPLE IN THE STADIUM POSITIONED AT 360 DEGREES AROUND THE STAGE."— Lobster Eye Clockwise from top: Gaga and the Angels at the 2016 Victoria's Secret fashion show. Lady Gaga set design at the 2016 American Music Awards Show for Joanne performance. Stage rehearsal for Lady Gaga's David Bowie tribute at the 2016 Grammy Awards powered by Intel. Moon backdrop, creative direction for UK X-Factor. Andrea Gelardin & Ruth Hogben Creative Studio, Lobster Eye.