In the fall of 2019 I developed and executed a national campaign to promote the television premiere of RuPaul’s Drag Race winner Trixie Mattel’s first comedy special Trixie Mattel: Skinny Legend.

The concept was a mix of “bad” bus stop adverts for local news stations, legal services and real estate agents, along with the fluid job identity associated with Barbie (the inspiration behind Trixie Mattel’s aesthetic). My goal was to activate Trixie’s brand of satirical humour and to shock the average commuter with its unconventional ad placement.

The ad campaign ran across Canada in major city placements such as Toronto, Montréal, Ottawa and more, both in rear illuminated bus stop placements and king placements along the sides of operating buses.