On February 14, 2012, Gaga tweeted: "Looking forward to this weekend. Shooting my parfum campaign and commercial with Steven Klein. Will be edited to a special song...shit." The shooting took place on February 19 and 20. Gaga's face with the two mirror with claws as sunglasses was added as projection on the left wall of the castle since May of 2012. They also added a closeup of Gaga's face shown on Gaga's pregnant belly props during the Born This Way Ball.
It was later revealed that Klein and Gaga created a three-minute feature film promoting the scent to the music of "Scheiße". The song was one of Gaga's choice of single from the album but was not selected by the label. She then decided to use it on the commercial.
On August 3, 2012, Gaga revealed the first promotional image from the film via Little Monsters. On August 17, 2012, Gaga revealed a second stills from the film as she announced that the worldwide fragrance campaign film would be released on September 13, 2012. Both stills were added a white frame and had a minor color correction applied.
On August 14, 2012, Gaga released the official trailer of the film to be released at on September 13. On August 22, Good Morning America and Access Hollywood premiered two trailers with unseen footage from the short film.
The "safe version" as described by Klein of the campaign film was released on September 13, 2012 . In an interview with The Hollywood Reporter, Klein revealed that he made a director's cut of the film which include the full scene where Gaga "kills all the boys, like a massacre." The scene is the one where Gaga is seen shooting bullets through the mirror.
The film with credits was uploaded on October 16, 2012. On November 6, 2012, Steven Klein posted on his website the following notice: "It has come to the studio’s attention that a uncut previously unseen version of Lady Gaga’s FAME has been stolen and we are asking if anyone sees it anywhere online to give us notice. This uncensored version is not meant for public consumption."
- Model: Headpiece by Rein Vollenga, pants by Perry Ellis, gloves by Skingraft
- Hat and mask by Philip Treacy, custom bodusyit by Jac Langheim, custom boots by Pleaser
- Custom black crown by Salvatore Salamone, custom liquid dress by Bart Hess
- Gaga: Custom outfit by Tex Saverio
- Custom neckpiece by Alexis Bittar
- Sunglasses by Mykita for Rad Hourani, cape by Adrienne Landau, custom lingerie by Marlies Dekkers, custom shoes by Giuseppe Zannoti