PixMob reflect on Lady Gaga’s latest ambitious live campaign.

LADY GAGA: THE CHROMATICA BALL

PixMob President, Jean-Olivier Dalphond reflects on the firm’s involvement in Lady Gaga’s latest ambitious production.

Photo: PixMob

In support of her sixth studio album, Chromatica, Lady Gaga and her production team hit the road with perhaps their most ambitious touring campaign to date. Having paved the way for immersive wearable technology in recent years, PixMob was enlisted by Lady Gaga’s longstanding creative team, spearheaded by Lighting and Production Designer, LeRoy Bennett, to enhance The Chromatica Ball experience.

“We were approached a few months before the start of the tour. Knowing the level of creativity and quality in these shows, we were glad to be part of the conversation,” said PixMob President, Jean-Olivier Dalphond, highlighting PixMob’s involvement in the multimedia spectacle.

“At PixMob, we love amplifying show lighting design by extending it to the crowd. The wristbands are with fans on the floor, so they create a sea of light for all attendees around the venue. The first moment they light up is always the strongest, the excitement of the crowd still gives us goosebumps.”

PixMob wristbands were programmed on a grandMA console and integrated into the main showfile of the show to seamlessly integrate the visual design of the show and immerse the audience of ‘Little Monsters’.

Over 100,000 units were produced for the ambitious run of shows. “We have completely redesigned our wristbands,” Dalphond noted.

“Everyday for the past year we have spent 30 minutes with all of our internal departments, from product, R&D and manufacturing, through to our clients to evaluate and discuss our products and their evolution.”

According to Dalphond, PixMob has developed more sustainable wristbands and reduced plastic consumption by 50% in recent years. “We’ve optimised how they’re assembled, and now offer full branding across the whole wrist strap for The Chromatica Ball,” he reported.

Having invested time and energy in diversifying its range of products in recent years, Dalphond highlighted the importance of PixMob’s flagship solution.

“We love wearables and we’ll keep at it, we are also proud of our new product family Nova where we can be even more sustainable and do multiple shows (20) without changing batteries, which we increasingly use in set lighting,” he explained. As for shows, PixMob personnel are currently on stadium tours with The Weeknd, Bad Bunny, and Imagine Dragons, to name but a few. “Stadiums are one of our favourite canvases to design shows for and we will continue to do so with the support of amazing and talented artists and production teams,” Dalphond concluded. www.ladygaga.com www.pixmob.com