MTV / RUPAUL’S DRAG RACE SEASON 15 PREMIERE ACTIVATION

Shiraz Creative created a premiere activation like no other to communicate and celebrate RuPaul's Drag Race's move from VH1 to MTV. Drawing on the iconic first episode's racing theme, we built on the concept of "All Roads Lead to MTV" to create a consumer activation in the iconic Oculus building in NYC that sparked excitement leading up to the premiere. The activation included a star-studded red carpet screening and after-party at the consumer activation site for talent, cast, and celebrity superfans.