A Drag Adventure Story

In their long and rich history, drag artists carved out a space on YouTube and revolutionized the craft, expanding beyond the cultural boundaries of their artistry.

YouTube wanted to reinforce its platform as a vibrant home for diverse storytelling by celebrating the evolution of Drag culture. The goal was to create a piece that would both honor Drag’s rich history while celebrating its expanding presence on the platform.

Upon reviewing Drag-related data on YouTube, I noticed a clear shift in the way the community approached content creation - the platform was used as an archive for live performances and as the online Drag community expanded, creators were pushing the cultural boundaries of the craft. This discovery would lay the narrative foundation of this campaign. From there, I worked to align cross-functional teams and agency partners, and guided the creative concept through all stages of production, including casting, scripting, and editing notes. 

Achievements include:

✦ Received 93M+ impressions in the first 30 days

✦ Captured engagement 71% above benchmark

✦ Earned the Shorty Award recognition as the Winner for LGBTQ Community Engagement, Finalist for Comedy Video, and Gold Honors & Audience Honors for YouTube Partnership