Every June, Logo honors a trailblazer in the LGBTQ community with a special digital feature highlighting why they are this year’s “Logo Legend.” For 2024, Logo set out to uplift and celebrate an important voice within the trans community by honoring the one and only Ts Madison, a legendary embodiment of trans joy and the power of living authentically.
Logo set out to boldly amplify Ts' story and message of love & acceptance by capturing a big-gay-brunch with a guest list of names who all came ready to give this legend her flowers and tackle LGBTQ representation in today’s world.
With the goal to celebrate Ts's impact and to joyfully raise awareness for transgender issues today, the special surrounded this legend with familiar faces along with special video tributes from well known celebrities who spoke directly to her impact.
To top off this funny and moving special, Ts’ mother, Miss Mary, surprised her daughter with literal flowers and a moving tribute that brought the entire table to tears.
In the hopes of educating a new generation on Ts impact and sparking much needed conversation on the importance of diverse representation, Logo’s shared the full special on youtube with breakouts across social media.
With a completely new creative direction, Logo prioritized uplifting Ts Madison in a way that could feel impactful to her and authentic to viewers.
By filling the brunch table with familiar faces who could speak directly to her impact, we successfully allowed the conversation to flow organically finding unexpected moments of joy coupled with heartfelt moments of pure emotion.
To keep guests in-the-moment, the conversation around the brunch table was prompted by questions on cards, delivered by wait staff with each course.
With Ts at the head holding court and no subject off the table, friends and colleagues Billy Eichner, Johnny Sibilly, Mo Heart, Dominique Morgan & Brandon Kyle Goodman unpacked everything from Ts’ viral breakout “22-Inch Weave,” to being featured on Beyonce’s Grammy-winning “Renaissance” and her impact as a judge on “RuPaul’s Drag Race”.
Beyond the brunch table conversation, we gathered surprise tribute videos from RuPaul, Laverne Cox & Tina Knowles which she joyfully watched live on camera.
Finally, the team strategically coordinated a surprise tribute from Ts' Mom creating an emotional moment where Miss Mary apologized for how she originally received Ts' coming out. This moment reshaped our post production plan as we knew how important it was to prioritize for the final piece.
Once the special was finished, the team worked with Ts and the other brunch guests to properly share the content across social feeds. With an aggressive social breakout strategy aimed at Instagram & TikTok, the team utilized cross-brand collaborations with RuPauls Drag Race and GLAAD to amplify the reach of this important special.
With over 9 million cross platform views, the special made it's mark and struck a chord with audiences, sparking a conversation on the importance of living authentically and supporting trans youth.
The clips of Ts' Mother apologizing for how she initially reacted to Ts coming out as trans reached millions of viewers alone, helping to spread an important message of love, forgiveness, and acceptance.
Combating the anti-trans rhetoric we so often see in media and on social, our special was able to highlight a voice in an uplifting and celebratory way, something we don't often see.
It's hard to not read some of the comments and not feel like this special had a real impact on peoples lives:
“That mother and daughter moment is what a lot of needed to hear, whether your gay, black, trans, etc anyone who has had a toxic relationship with a parent and it never got repaired could see themselves in that. I think we all crave for a relationship like that. For a moment for our parent to tell us ""I was wrong, I love you."" SO we're giving all the 10s to Ms TS for healing the masses. U did that.”
“You have no idea how Maddie and her mother's moment, HEALED MANY OF US! ️️”
“I hope every child in this planet can hear their parents say something similar to them. Maddy's Mom made me cry of happiness!
