Buckle up, babes… A new season of RuPaul’s Drag Race is here and all roads lead to MTV! To celebrate Drag Race’s move to its new home, we wanted to honor the legacy of the show while delivering a fresh, high-energy campaign that had fans gagging. Leaning into the Drag Race name itself, we pitched a neon racer realness theme, featuring a sleek LED dance floor and a minimal yet striking set that allowed our queens to shine.

🏁 Concept Development & Scripting – Collaborated on the creative vision, ensuring the theme felt fresh while staying true to the Drag Race brand.

🏁 Creative Direction – Worked closely with directors, editors, and VFX teams to bring the high-gloss aesthetic to life.

🏁 Production Oversight – Executed the campaign from pre-production through post, ensuring a seamless workflow and top-tier execution.

🏁 Talent Direction – Helped shape on-set performances to maximize energy, personality, and brand alignment.

🏁 Final Delivery & Rollout – Ensured the promo hit all the right notes and passed all the versioning/QC needs of our expansive rollout plan

Results: The campaign was a massive success, driving a 42% increase in premiere night viewership compared to the previous season and contributing to Drag Race Season 15 becoming the most-watched season in six years. Seeing it all come together was pure magic—and having RuPaul herself deliver the “Vroom vroom, bitches!” line was the ultimate cherry on top. This campaign remains one of the most celebrated in franchise history, and I couldn’t be prouder to have played a role in bringing it to life.