RPDR S7
THE COMPETITION HAS TWO FACES.
RuPaul's DragRace, an iconic reality show airing on LogoTV, is a pop culture phenomenon explores issues of identity, authenticity, and self love. But at it's core it is a knock down drag out fight to finish for 12 cut throat queens with a dream. In a sharp, raw style with smarts to spare, the Season 7 campaign takes a stripped down approach to introducing the season's contestants. Juxtaposing clean typographic statements against each contestant's highly constructed pose allows us to eschew notions about Ru and the queens. As we play with audience's expectations and the power of labels, the fierce truth behind pretty faces is revealed. Using the queens own words and personas allows our promotional strategy to not only give fans more of what they love, but to also captures some of the unexpected "REALNESS" that gives RuPaul's Drag Race it's special magic.
Season 7 Print Key Art
STYLE: REALNESS
Minimal
This purposefully stripped down visual language allows each queen to shine as the glorious creations of art that they are.
Bold
The use of large clean black type is our singular visual device and secondary story teller. This tabloid style typography adds a layer of cheekiness, while connecting to the visual history of queer and political designers like Grand Fury, Paula Kruger, and Bennaton.
Candid
Our high flash snapshot aesthetic embraces empty space and imperfections, capturing real moments on set. Using these real moments and words we were able to play with expectations of performance and truth.
Credits: VPCD: DeJuan Wilson / CD & DD: Amelia Irwin / Director & DP: Gigi Nicolas / EP: Joyuex Noel / Editor: Hedia / Motion Design: Jung In Yun / Designer: Jessica Straw