AsperQUEENS

Event Synopsis:

To launch Aspercreme’s bold new AsperQUEENS campaign, we transformed a viral TikTok heel-pain hack into a full-scale live experience that celebrated self-expression, confidence, and comfort—heels and all.

Partnering with drag superstar Nicky Doll, the event fused performance, fitness, and flair, turning a functional product demo into a show-stopping celebration of individuality. Guests—including influencers, media, and brand partners—participated in a high-energy “Heel Bootcamp,” enjoyed interactive moments, and witnessed a dazzling drag performance that brought the brand’s playful empowerment message to life.

The result: a vibrant, buzzworthy experience that not only generated earned media and social traction but also reframed how consumers perceive Aspercreme—from a pain relief brand to a champion of self-confidence and bold self-expression.

Highlights Included:

• Heel Bootcamp Experience – A fun, fitness-inspired activation where guests put their heels (and Aspercreme) to the test.
• Drag Performance by Nicky Doll – A show-stopping performance that blended humor, fashion, and empowerment.
• Interactive Content Moments – Designed for social virality, encouraging influencer and media amplification.
• Brand Storytelling Through Movement – Seamlessly merged function and fun, connecting product benefits to real-world confidence.

Key Responsibilities:

• Executive Producer: Oversaw all facets of the production from creative development through on-site execution.
• Talent Lead: Managed partnership and coordination with headliner Nicky Doll and supporting performers.
• Program Development: Conceptualized and structured event flow, ensuring a dynamic and cohesive guest journey.
• On-Site Lead: Directed live programming, guest experience, and run-of-show management.
• Budget Lead: Managed overall budget, vendor contracting, and financial reconciliation to maximize impact within spend.