American Dad on TBS: #AmericanDrag
ROLE: Associate Creative Director, Copywriter, Director
PROBLEM: TBS needed a big idea for American Dad concepted, produced, and finished in less than three weeks.
ASK: TBS wanted to raise awareness for the 350th episode of American Dad. They asked for high engagement on social, something shareable that people could get behind, and it needed to be centered around Roger, the persona-donning alien that lives with the Smith family.
SOLUTION: Roger has consistently been in drag since season one of the show. With drag being constantly under attack in America, it only felt right that we honor Roger as a drag icon, show TBS’ allyship, and raise money for an LGBTQ+ charity.
#AmericanDrag was a Twitter concept I came up with that featured a hero video starring world-renowned drag queens, Trixie Mattel and Trinity the Tuck. This video was paired with our tweet and encouraged people to quote-tweet using “#AmericanDrag,” with each quote tweet raising $1 for the Trevor Project.
RESULTS:
#1 trending topic on Twitter
8.3M views
$20k raised for Trevor Project
Webby Award Winner
Shorty Impact Award Winner
Addy Award Winner
17K quote tweets and retweets
26.9K likes
The Hero Piece Video
This was it. The defining moment of my career so far. Not only would this be the biggest thing I had ever written, but it would also be the first thing I’d ever directed. As a huge fan of RuPaul’s Drag Race, I was elated to have the opportunity to write and direct these two iconic queens.
To put the stardom of these drag queens into perspective for those unfamiliar, if RuPaul is the Micahel Jordan of drag, Trixie Mattel is LeBron James and Trinity the Tuck is Carmelo Anthony.
Note: If the tweet below doesn’t load, just refresh!
Bonus Content
Bonus content was also produced and shared across YouTube, TikTok, Instagram, and Twitter.
The Drag Pads
On top of all this, TBS wanted to add a merch idea (one of my favorite things to come up with) as a surprise-and-delight piece for all queens who showed support.
I came up with the Roger “Drag Pads” which gives every queen a little something extra to get their waist absolutely snatched! An insert card was included, written by me.
