Lobster Eye Logo

Lobster Eye is a creative direction studio based in London, created in 2016 by Ruth Hogben and Andrea Gelardin on the key principles of "innovation and excellence" who's goal is to "portray women as powerful human beings". Both Hogben and Gelardin previously worked with Nick Knight and SHOWstudio. Lobster Eye worked as the primary creative director for Lady Gaga's fifth studio album Joanne.

Working on behalf of client Lady Gaga, within less than a year the studio has rapidly re-established the visual codes associated with one of the world's most popular recording artists, producing a string of incendiary live appearances...

Works with Lady Gaga

Live Performances

Lobster Eye was responsible for the creative direction of Lady Gaga's performance in 2016-2017, including stage and outfit design.

Perfect Illusion

Lobster Eye directed the video for "Perfect Illusion" on August 29-302016 filmed in the California desert outside of Los Angeles.

Media use

Super Bowl

April 92017

Lady Gaga wears an outfit by Faustine Steinmetz, boots by Balenciaga, and earrings by Alexis Bittar.

Media use


Lobster Eye was responsible for the creative direction of Lady Gaga's headlining set at Coachella in April of 2017, including stage design, photography, and film. Several interludes and an intro were filmed for the set, including visuals for "The Cure".


Lobster Eye created the design of merchandise for Joanne album, Coachella performance, Joanne World Tour and Urban Outfitters exclusive collection Gaga•UO•Joanne.

Joanne World Tour

Lobster Eye, in collaboration with Gaga herself, was responsible for the branding and design of merchandise for the Joanne World Tour, as well as various interludes that were filmed for use during the tour.

Lobster Eye's Instagram campaign


Media use

July 25, 2018

  1. Lady Gaga wears pantashoes by Balenciaga, a beret by Eugenia Kim, and four watches by Tudor.
  2. Lady Gaga wears a dress by Givenchy, and pumps by Manolo Blahnik.
  3. Lady Gaga wears (underneath) a silk dress by Wixson, and a robe by Louis Vuitton.
  4. Lady Gaga wears a dress by Marc Jacobs, and a necklace by Hearts On Fire.
  5. Lady Gaga wears a dress by Christopher Kane, boots by Pleaser, a beret by Eric Javits, and jewelry by Tiffany & Co..

On the set

Media use


Lobster Eye Showreel

Lobster Eye Showreel


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