Title: Lady Gaga : Petga
Client: Hause of Gaga
Role: Creative Director
Deliverable: Mobile App Character Design
The ARTPOP app enables fans – Little Monsters – to explore Gaga’s existence as a cultural interface in a new interactive worldwide community “the auras.” The app’s host “Petga” serves as a beautiful, ethereal guide through the process of creating one’s unique “aura.”
The concept for the character began with Lady Gaga wanting to create a new version of herself to be the host of her app, and then creative director Rob Roth collaborated with director Ruth Hogben and The Mill to create something unique and magical.
- Creative Director