MTV needed to promote RuPaul’s Drag Race Season 15 in a way that would excite both dedicated fans and the general public, marking the transition from VH1 to MTV. The challenge was to create an engaging, star-studded event while capturing the energy of the show and building anticipation for the premiere.

My team and I designed a dynamic, multi-layered activation at the Oculus in NYC, drawing on RuPaul’s racing theme, to create a spectacle for fans and celebrities alike. The activation featured a glamorous red carpet, exclusive screenings, and a high-energy after-party, ensuring it was the talk of the town in the days leading up to the premiere.

The premiere event was a massive success, drawing over 6,000 attendees and achieving more than 605k pass-by impressions and 38M online impressions over three days. It topped the charts as the #1 most-watched reality show of the day, with a 212% increase in social media engagement compared to the previous season.