Lil Nas Xperience 

    The release of the album Montero presented the challenge of creating a campaign that deeply engaged Lil Nas X’s audience, moving beyond standard promotional efforts. Fans crave connection with the world of the artist, but traditional album launches felt insufficient in capturing the energy and boldness associated with Lil Nas X.

    Drawn to his unapologetic self-expression and bold aesthetics, Lil Nas X’s fans crave immersive experiences that allow them to feel like active participants in his artistic universe. That’s why we focused the campaign on inclusivity and authentic connection, elevating the experience beyond a typical album release.

    I set up the Lil Nas Xperience, an overarching campaign that included an immersive launch event, influencer partnerships, and LGBTQ+ community engagement. The campaign kicked off with a photoshoot featuring well-known drag queens from the Netherlands, who embodied the spirit of Lil Nas X on Instagram, generating excitement for the event. The culmination of the campaign was a vibrant event at Paradiso in Amsterdam, with fashion installations, ballroom performances, and interactive elements designed to celebrate and engage the world of Lil Nas X.