This campaign shows drag and nature for what they truly are: an intertwined extravaganza eleganza. The work brings three kings and queens (Bi-Curious George, Marmalade and Miss Terri Boxx) together with storms, butterflies and birds to show how much the world of drag and nature have in common. Cross-pollination realness.
This campaign is rebranding nature for a streetwear-obsessed audience. Highlighting their similarities: beauty, quirkiness, design, and increasing scarcity. The creative offers fans a preview of the latest ‘drops’ from nature’s coveted spring 25’ collection appearing across outdoor and social media.
Utilising cutting-edge AI tech, ‘The Talking Tree’ translates a tree’s impulses into human-speak. The campaign features a film showing young people in a live back and forth with the Talking Tree and the surprising insights gained, launching in cinema and on TV.
Nature isn’t just for the outdoorsy—it’s for the rebellious. Fresh Hell, is a new zine blending dark photography, poetry, and exclusive content to bring nature into the heart of alternative culture.
Credits
Nature's a Drag: Creative Director // Steve Hawthorne
Chief Creative Officer // Josh Green
Senior Project Manager // Penny McNally
Designer // Alissa Metsnik
Head of Production // Victoria Fischer
Collaborators/Talent //
Drag Artist (they/he): Bi-curious George
Drag Artist (they/them): Miss Terri Boxx
Drag Artist (he/him/she/her): Marmalade
Production // Locate Productions
Executive Producer // Angus Light
Producer // Tane Stevens
Production Manager // Amanda Jenkins
Photographer // Julia Fullerton-Batten
Costume Designer & Maker (Miss Terri Boxx) // Meg Jordan
BTS Videographer // Tom Filipe
Motion Equipment // Shoot Blue
Location // RHS Garden Wisley
Chief Creative Officer // Josh Green
Senior Project Manager // Penny McNally
Designer // Alissa Metsnik
Head of Production // Victoria Fischer
Collaborators/Talent //
Drag Artist (they/he): Bi-curious George
Drag Artist (they/them): Miss Terri Boxx
Drag Artist (he/him/she/her): Marmalade
Production // Locate Productions
Executive Producer // Angus Light
Producer // Tane Stevens
Production Manager // Amanda Jenkins
Photographer // Julia Fullerton-Batten
Costume Designer & Maker (Miss Terri Boxx) // Meg Jordan
BTS Videographer // Tom Filipe
Motion Equipment // Shoot Blue
Location // RHS Garden Wisley
Earthworm Projects: Designer // Kate Whitley
Photography // Blacksocks c/o Probation Agency
Styling // Efe-I
Makeup Artist // Kite Chuang c/o Agency 41
Hair // Natalia Krzewska
Set Design // The Flower Laboratory c/o RSA Films
Models //
Andong c/o W Model Management
George c/o Zone Model
Location // Foxfield Farm via Farm Locations
Production // RAW Production
BTS Videographer // Tom Filipe
Fresh Hell: Creative Director // Stevie Rowing-Parker
Production Company // Locate Productions
Executive Producer // Angus Light
DOP / Photographer // Murray Ballard
Production Manager // Amanda Jenkins
Stylist // Lisa Dredge
BTS Videographer // Tom Filipe
London Wildlife Trust Communications // Violet Bennell
Site Manager // June Jackson
Photography // Blacksocks c/o Probation Agency
Styling // Efe-I
Makeup Artist // Kite Chuang c/o Agency 41
Hair // Natalia Krzewska
Set Design // The Flower Laboratory c/o RSA Films
Models //
Andong c/o W Model Management
George c/o Zone Model
Location // Foxfield Farm via Farm Locations
Production // RAW Production
BTS Videographer // Tom Filipe
Fresh Hell: Creative Director // Stevie Rowing-Parker
Production Company // Locate Productions
Executive Producer // Angus Light
DOP / Photographer // Murray Ballard
Production Manager // Amanda Jenkins
Stylist // Lisa Dredge
BTS Videographer // Tom Filipe
London Wildlife Trust Communications // Violet Bennell
Site Manager // June Jackson
