RUPAUL’S DRAG RACE ALL STARS 4 SOCIAL/DIGITAL CAMPAIGN
The overall creative theme of the promo campaign for RuPaul’s Drag Race All Stars 4, was “Icy Iridescence.” To enhance the central idea digital promotion, I creative-directed a beautiful, interactive social campaign “Winter Takes All” centered around the queens in their frozen fabulousity dramatically attempting to smash open an ice block with a crown frozen inside using bedazzled tools, exciting fans for the upcoming season and contestants in the winter. The footage debuted following a YouTube livestream with Trixie Mattel announcing the cast. The contestants’ hunger for the crown epically shined through making this footage valuable enough for on-air linear promotion as well.
The RuPaul's Drag Race All Stars 4 Ruveal was the biggest cast announcement in the franchise's history at the time. With nearly 1.5M same-day streams and over 120K engagements, the fans came through for Momma Ru and her All Stars. The fans continued to flock to RuVeal assets to be part of the Drag Race phenomenon and drove the numbers skyward with nearly 4.5M streams post 3 days of launch and over 230K engagements. This hour-long live stream garnered an astonishing 34 minutes of average viewer duration and was the number one trending live stream on YouTube the day of launch.
RUPAUL’S DRAG RACE SEASON 13 SOCIAL/DIGITAL CAMPAIGN
At the height of the pandemic, RuPaul’s Drag Race was about to announce its 13th season. For this promotional campaign, the overall theme was “Pastel Pin-up.” To complement this theme, I creative-directed the “Neon Pastel Mansion” social/digital campaign, the most robust social campaign in RuPaul’s Drag Race herstory up to that point. Working with the visual effects experts at i9fx Studios, we created a digital world for the queens to show off their best drag as a kick-off to season’s campaign. Filmed on green screen, the contestants posed-the-haus-down, showing off their signature styles and playing to camera for platforms like TikTok and Instagram Reels.
RUPAUL’S DRAG RACE ALL STARS 6 SOCIAL/DIGITAL CAMPAIGN
Rise and shine, All Stars! The theme for the promo campaign for RuPaul’s Drag Race All Stars 6 was “The Sun Never Sets On An All Star.” The creative direction for this social/digital campaign focused around the queens emerging from a beautiful sunset. To capture this for creative, we constructed a runway adorned with fabric arches and used lighting to give it all a sunset effect. This campaign won People's Voice Winner -Social -Television & Film (Series & Campaigns) at the Webby Awards.