RuPaul’s Drag Race
Season 17
CONCEPT
14 new Queens are making a splash on MTV!
With this season’s dunk-tank twist, I wanted the campaign to fully embrace the splashy theme. The wardrobe brief called for looks inspired by water, reflective fashions, dripping in jewels, and a vibe somewhere between Iris Van Herpen and Pussycat Dolls. The goal: capture the look, feel, reflection, and refraction of water.
The set design featured a triangular motif which is directly referencing a tiered ranking system used within the episodes. We shot all 14 queens across four custom sets, which I designed alongside our art department lead, Tatyana Beyz. Photography and video were captured by Pari Dukovic.
All of the splashes in this campaign are practical and iconic, just like this season. This campaign resonated with fans and led to the highest rated season premiere in 12 years.
