MAX: THE ART OF DRAG AT 2023 MIAMI ART BASEL
Max celebrated The Art of Drag at Art Basel with ‘The Art of Drag Truck Tour,’ an activation that brought the queer community and Art Basel attendees together by popping up at drag venues in Miami and giving away drag swag and limited-edition premiums, conducting mini drag-inspired makeovers, and two robust, complete drag makeovers inspired by Max titles, all hosted by Max and amplified by Human By Orientation. The two-day takeover drove buzz and excitement among passersby and dedicated drag fans eager to sit down with a queen and experience the transformative power of this uniquely queer art form.
584M+ Impressions
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871 Pieces of Content
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758 Attendees
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31.1K+ Engagements
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$2.56M Earned Media Value
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584M+ Impressions | 871 Pieces of Content | 758 Attendees | 31.1K+ Engagements | $2.56M Earned Media Value |
THE ART OF DRAG HERO VIDEO
We engaged EqualPride—publisher of leading LGBTQ+ publication Out—as a media amplification partner for a full-scale video and article feature, which served as the primary legacy destination for our activation content.
PALACE ACTIVATION
Inspired by Our Flag Means Death, our first transformation subject was Jeff Delmay, board member and co-chair of Equality Florida. The look was an original, sequin-filled interpretation loosely based on Spanish Jackie, played by none other than Leslie Jones, featuring elements of a poet shirt, ruffled sleeves, a shaped coat with a cape, and pirate boots—plus a show-stopping pink ombre wig.
R HOUSE ACTIVATION
Max tapped Kevin Ninh (internet personality and influencer) to receive the Tanya McQuoid glam treatment during the second tour stop. With direct makeover inspiration from The White Lotus, the drag transformation drove all the buzz and excitement you can expect among the gays with a killer final look consisting of an attention-grabbing pink fringe and floral print jumpsuit, plus a blonde wig and Monica Vitti-inspired sunglasses.
