Working with Max, we created a pop-up truck tour at Miami’s Art Basel to spotlight the challenges facing LGBTQIA+ communities in Florida.

Max and it’s LGBTQIA+ community platform, Human By Orientation, hosted an activation in Miami during Art Basel weekend 2023. The initiative aimed to leverage the Max brand and its LGBTQIA+ content and characters to support the local queer community in Florida, which faces challenges from anti-LGBTQIA+ laws, including a ban on drag performances in the presence of minors.

The activation drew inspiration from HBO’s show, We’re Here, which introduces small communities to the humanity and creativity of drag. The Art of Drag Truck Tour Presented by Max hosted mobile drag transformations, performances, and activism at two iconic drag venues in Miami.

The goal was to demonstrate Max’s unwavering commitment to empowering queer artistry and visibility, particularly in areas where it is under threat. The impact was delivered through story content, community engagement, personal interaction, and earned media.