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CLIENT: META
ROLE: Head of Design
PROJECT: “Queens of the Metaverse” was a unique creative collaboration between drag queens (and a king) and up-and-coming queer designers. Three drag stars used social media to challenge queer designers to co-create extraordinary drag looks in VR. The virtual and the physical collided as our drag stars unveiled IRL looks at an XR runway show in London, with Meta’s Spark AR tech bringing the outfits to life. The message throughout? The metaverse fosters self-expression, visibility and inclusivity – for all of us.
REACHING A WIDE AUDIENCE
A mix of organic, paid and influencer content delivered more than 500m impressions.
CONNECTING WITH THE COMMUNITY
EDUCATING THE MASSES
At a time when most people didn't understand what the metaverse was, we established a culture and community first approach to drive positive brand perception around Meta's immersive technologies.
By empowering the drag community and fandom, Queens of the Metaverse generated genuine community love from the drag scene and beyond. Our event, attended by than 300 people, posted to a combined Instagram followership of more than 30m.
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