Super Bowl Gaga Activation

World-renowned production agency MediaMonks asked X Studios to build an interactive wall to be used as part of Super Bowl’s Saturday Night festivities. The wall celebrated Lady Gaga’s individuality and personal expression. The one hundred foot interactive wall featuring real-time 3D characters, allowed fans to transform into one of Lady Gaga’s “Little Monsters”.


Fans were asked to follow along with her iconic music, and unlock hidden easter eggs inspired by the pop star’s epic career. Developed as part of AT&T’s Super Saturday Night event benefitting The Born This Way foundation, turned out to be a fan favorite.

  • Strategy

    Body Tracking, Motion Development, Custom Screen Fabrication, In-Person Activation

  • Design

    Skeletal tracking technology, real-time dynamic engine, gaming easter eggs, On-site support

  • Client

    Lady Gaga + AT&T®