In 2016, Bud Light came to us with a really good problem: we’ve just signed Lady Gaga but we don’t want to do just another generic branded show. After speaking with her and her team, we learned that with her upcoming album, “Joanne” she wanted to strip away all the costumes and personas she developed over the years and go back to her roots. As we talked to her we discovered that she had gotten her start in a bar.

So rather than create another big, over the top stadium tour for the world’s biggest artist, we went the other way creating intimate, stripped back shows in dive bars across the country and live-streaming them on Facebook (a first for the platform.) To build hype for the partnership, we created short promo films for the shows, giving the world first glimpses of her new album and fed the rumours around where the shows would be and her set lists.

The results: The biggest branded Facebook live event ever, a global trending Twitter moment, billons of impressions from major media outlets including, and “The Today Show,” “Billboard” and “Vanity Fair.” Oh and because the shows were so small but her fans so passionate, we constantly got in trouble as thousands of little monsters packed the streets around the venues in hopes of a glimpse of their icon. For the second show in NYC at ,”The Bitter End.” she gave the fans waiting in the streets a sight they won’t soon forget: her playing from the bars roof.