"Category is… Inside Wellington Drag" is my final year project at Massey University, promoting solidarity for the Wellington Drag community. With local artists' collaboration, I made a fun, vibrant campaign to highlight their craft while providing insight into their experiences.
The trailer for a proposed interview miniseries, Category is... Inside Wellington Drag
I chose a multimedia campaign focused on connecting with the audience through local drag performers. The core is an interview mini-series where artists share their experiences and passions. Filming them allows viewers to better understand their perspective, encouraging empathy through the user journey engagement.
The audience will take on a non-linear user journey, leading them to the interview miniseries. They will come across touchpoints, moving image installations and a social media platform to access the campaign’s core. The moving image installations will have a dispenser giving card collectables to incentivise exploring the campaign.
Moving image installation promoting the Category is... campaign
The moving image installations will be set on Cuba Street, referencing Wellington’s drag history and correlation to Carmen Rupe, a local drag queen and activist icon. These installations are sprawled across the
street, creating an interactive experience by navigating all of them. Each installation will feature one drag artist. The video appears like a tiny stage, with footage compilation showing fragments of the performer. The audience can find a QR code to scan, leading them to the artist’s interview on their devices.
street, creating an interactive experience by navigating all of them. Each installation will feature one drag artist. The video appears like a tiny stage, with footage compilation showing fragments of the performer. The audience can find a QR code to scan, leading them to the artist’s interview on their devices.
Sample of 'Category is...' card collectible, featuring Faux Femm
Front and back designs of Faux Femm's card collectible
These cards will act as both a collectable and a business card. Each card will have an editorial illustration of the drag artist featured in the installation where the card was dispensed. These will also have details of the artists’ social media information so the audience can find them and track their future shows.