MAYHEM is Lady Gaga’s 7th studio album—a bold fusion of pop euphoria, raw aggression, nostalgia, and intimate confessions. It’s a rebellious love letter to Little Monsters who find beauty in chaos.

MAYHEM landing on TV

What we did

UX/UI

Content Strategy

Art Direction

Animation

3D Graphics

Creative Coding

Social Media

Email Design



The MAYHEM Digital Playground: A Portal to Chaos & Connection

Beyond a full website redesign to enhance her music gallery and shopping experience, we transformed the landing page into a MAYHEM playground—an interactive hub for exclusive drops, surprise interactions, and immersive storytelling. Designed to build deeper, more genuine connections with fans, this dynamic space sets the stage for the MAYHEM album release.

Yung Studio - Project Video
Yung Studio - Project Video
Yung Studio - Project Video
Yung Studio - Project Video

MAYHEM Unfolds: A Synchronized Spectacle

From the MAYHEM album art reveal to billboards and teaser videos on YouTube, every moment was strategically timed. The Abracadabra music video premiered during the Grammys, while we synchronized website content with TV spots, social media, and email newsletters to create a seamless, immersive rollout.

Yung Studio - Project Video
Yung Studio - Project Video

A Rorschach Reveal of MAYHEM’s Lyrics

We extended the narrative beyond the website by creating a seamless visual connection between the interactive lyric reveal and the executive tracklist reveal on her social platforms.

Drawing inspiration from the psychometric Rorschach pattern, the website experience allowed fans to explore the emotional complexity of the MAYHEM album through an interactive click-and-drag motion, offering a poetic glimpse into the vulnerability of each song. This layered storytelling carried over to social media, where the executive tracklist reveal echoed the same visual language—bridging the chaos and intimacy of the album across platforms, deepening the connection between Lady Gaga and her fans.


Yung Studio - Project Video
Yung Studio - Project Video

The Infinite Fan Content Broadcast

Ahead of the MAYHEM album drop, we were turning the spotlight on Lady Gaga's fans with an interactive landing takeover that brings their creativity to life. Inspired by the album's retro VHS screens, this infinite TV grid will be an ever-expanding showcase of fan-made content—art, dance, remixes, reactions, and more—capturing the raw energy and excitement leading up to release day. As new creations roll in, the grid is intended to evolve in real-time, celebrating the collective passion of Little Monsters worldwide.

Yung Studio - Project Video

A MAYHEM Puzzle to Find Mayhem

An album release landing page designed to lead fans to the listening platforms. We added a never-quite-match-up album art interactive puzzle element and random-load video backgrounds to intensify the MAYHEM.

☆ RESULTS

Yung Studio - Project Video

Partnerships

Stefani Germanotta (Lady Gaga), Artist

Michael Polansky, Partner

Bobby Campbell, Brand Manager

MTLA Studios, Album Creative

Commerce-UI, Shopify Development

Viso Haus, Creative Coding


Yung Team

Melody Yung, Creative Lead

Stephanie Jung, Art Direction & Design

Helen Ip, Art Direction & Design

John Rodriguez, 3D & Motion


Features