Get Railed!
Creative Director, Copy & Strategy
Runaway trains! Raging stormaganzas! Civilians getting railed!
To convince RuPaul’s Drag Race fans that Stop! That! Train! was a theatrical experience worth leaving the comfort of their home for, we knew subtlety was out of the question. We needed to be as bold, brash, and boisterous as Mama Ru, so we built a social campaign that was equal parts camp, catastrophe, and barely concealed innuendo.
Drenched in charisma, uniqueness, nerve, and talent, our creative was as fun as Madame President Judy Gagwell herself, and was able to speak directly to a fiercely dedicated fanbase without ostracizing general audiences.
We stayed on top (and bottom) of the cultural conversation, ensuring the campaign always felt timely. When fans noticed the film was releasing at the same time as Disclosure Day and dubbed it "Stop! That! Disclosure! Day," we leaned into the absurdity by rebranding the moment "STD Day," turning a cheeky observation into a viral mini-campaign.
