A mini-documentary showing the past, present, and future of drag on YouTube (and everywhere else, too).
The Problem
YouTube is the home of storytelling on the internet - but as the platforms people use evolve and grow, there’s a chance that people start to see them as just another place to watch videos.
We need to work hard to cement YouTube as an immersive place for all types of content (representing a diverse group of people) to thrive.
The Job To Be Done
Partner with YouTube to use our intimate understanding of what people love on YouTube to celebrate existing communities, and help all kinds of fans find new ones to immerse themselves in.
The Context
What community is exactly right for that moment? Which creator should we highlight? How do we make the story we’re telling as exciting and interesting as the audience we’re reflecting?
People skydiving? Yep. Grannies knitting? Yep. Cats knitting? Well, uh, yes, actually.
That means that when it comes time to celebrate the people who use our platform, we’re often left in a tricky position.
When we looked at the numbers, we saw one community in particular that had had both consistent growth and recent spikes in interest, across 'the internet.
This was reflected on YouTube, where we’d seen consistent growth in interest in drag related content from all angles - from the most dramatic lip sync battles of all time to recreations of iconic moments from drag history.
Over the years, drag channels on YouTube have become a gateway to a world of diverse voices and experiences. When drag started, it was experienced exclusively through live performances, the recordings of which showed up on YouTube in its early days.
As the global, online community of drag creators has expanded, they've used their content to push the cultural boundaries of what it means and looks like to take part in drag, venturing into tutorials, podcasts, talk shows, and more. The resulting impact of this expansion to new formats are these new perspectives shared around the world.
In the past year alone, “drag” videos have gained over 2 billion views globally and there have been more than 65,000 uploads. Drag creators on YouTube are actively using their channels to expand access to a new world of queer perspectives, creativity, and representation. This is a unique and diverse community that calls for celebration, presenting an opportunity to tell a compelling story about the past and future of drag to an abundant and eager audience. As /@tomflock9916 says in a comment, “I can’t tell you exactly when I went from watching woodworking videos to drag queen makeup videos, but it happened.”
Armed with this slow but steady takeover of the internet, we knew we had an opportunity to celebrate a community that helps make us great - and also tell a compelling story about the past and future of drag.
So, with all that in mind –
Our Answer
A Drag Adventure Story - a mini-documentary showing the past, present, and future of drag on YouTube (and everywhere else, too)
The creative details of the project are as intricate as the artform it celebrates.
This journey to the center of drag culture features Trixie and Juno doing what they do best – entertaining and letting their imaginations run wild. The partially scripted narrative short features our queens in a super campy storyline that plays out via green screen with the aid of animation, DIY production techniques and plenty of nods and deep cuts to the YouTube Drag canon (like Lady Bunny’s Strawberry Shortcut and Tandi Iman Dupree’s Holding Out for a Hero) and featuring material from world-renowned queens including Plastique Tiara, Bob the Drag Queen, and Brazilian superstar Pabblo Vittar.
This fusion of elements presented technical challenges that the team navigated with precision, working closely with specialized editors and animators to ensure a seamless visual experience that didn’t go unnoticed. /@Michael_Robertson commented, “Bravo on the production, recognition and celebration of the art form.”
The project's production schedule spanned approximately three months, including creative development, a single shoot day, and vast post-production and animation efforts. On a cultural level, the creative team’s ability to authentically represent and proudly celebrate diverse communities like Drag culture stems from its unwavering commitment to diversity, equity, and inclusion.
Sele Leota, Senior Creative Producer, shared insights into the project's significance: "I’m Samoan and our version of drag shows (Fa’afafine beauty pageants) were a huge part of my upbringing so I’m always excited for the chance to get to work on something fun with drag performers. Capturing the spirit of a community with a vast diaspora can be a challenge in any creative work, but I think we've done a great job partnering with incredible talent and our client YouTube to create a love letter to this community that hopes to be as colorful, humorous, and imaginative as the work they create."
With team members from various ages, genders, ethnicities, and identities, including representation from LGBTQ+ and AAPI communities, the agency and YouTube’s insights are enriched by its inclusivity, enabling it to create impactful and resonant projects like A Drag Adventure Story.
The Results
Drove over 93M impressions in the first 30D
71% above downstream engagement* benchmark in the first 30D*
*likes, shares, subs gained + commentsGlobal coverage of the video, and YouTube’s role as a home for storytelling