Studio Moross creates new campaign for RuPaul’s Drag Race

Studio Moross creates new campaign for RuPaul’s Drag Race

Studio Moross has created the visuals and a new promo for season 13 of RuPaul’s Drag Race, set to launch on screens on New Year’s Day. Kate Moross and their team were tasked with illustrating individual type lock-ups for each queen for the Ruveal, as well as animating a 30-second TV spot illustrating powerful quotes from each queen.

For the type design, Anna Czuż and Johnny Brennan from Studio Moross worked with Leandro Assis (AKA Lebassis), a lettering artist and illustrator based in Brazil, whose work Kate says “fits perfectly for this campaign”. Explaining the process in more detail, they add: “We didn’t really pull from any references, just worked on creating a suite of hand-drawn assets, which had different personalities but worked in unison.”

The bespoke word marks for each queen were “based on their name, personality, personal style and story,” Kate explains. “For example, Elliott with 2 T’s is from Las Vegas so we approached it like a traditional Vegas sign. Olivia Lux has Old Hollywood style, so we wanted to capture the glamour, and we wanted to capture Gottmik’s edgier persona with the detailed script.” GottMik is the first out trans man contestant to feature on the show.

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