Trans What You Will
Photography credit: Jamie Prada
No public presence. No audience. No budget.
Trans What You Will was a brand-new, unfunded theatre collective preparing to stage the first-ever all-trans and non-binary production of Twelfth Night.
They had no existing brand, no social media, no press relationships, and no public awareness - despite the cultural significance of the work and the production being introduced by Sir Ian McKellen.
Without a clear strategy, the risk was that a landmark production would happen quietly, reaching only those already in the know, and missing its wider cultural moment entirely.
We built Trans What You Will’s PR ecosystem from the ground up.
This included campaign positioning and messaging, tone of voice development, and a comprehensive press and communications plan. We led earned media outreach, community engagement, high-impact content creation, and conversion-led announcements designed to drive urgency and scale.
The results were immediate and sustained:
Thousands of tickets sold, with the entire in-person run selling out within 24 hours
Over 1,000 livestream tickets sold
Global press coverage across mainstream and international outlets
Widespread online conversation placing trans joy and creativity at the centre of cultural discourse
When the production took place, its impact extended far beyond marketing metrics. Audience response was overwhelming, and theatre staff were visibly emotional - with members of the venue team in tears at the significance of what has become their best-selling production - ever.
From no public presence to global cultural visibility — delivered without a marketing budget, and felt by everyone in the room.
how did we do it
Reframing “niche” as culturally inevitable
We recognised that while trans stories are often positioned as niche, Shakespeare’s work is deeply rooted in queer history, gender play, and subversion. By anchoring the campaign in this cultural truth, we reframed the production not as an outlier, but as a natural and overdue continuation of William Shakespeare’s legacy - expanding its relevance rather than narrowing its audience.
Trusted media relationships activated
We leveraged our curated network of trusted journalists to secure meaningful, high-impact press coverage. This ensured the story was told with context, respect, and cultural intelligence — driving global visibility without sensationalism.
Community-led social media delivery
Social media was run by a member of our freelance talent directory, ensuring the campaign was shaped by lived experience and cultural fluency. This kept the tone authentic, responsive, and rooted in community rather than corporate messaging.
Narrative control at scale
By aligning press, social, and community engagement under a single strategic narrative, we were able to guide how the production was discussed publicly — centring trans joy, artistry, and legitimacy even as the campaign reached mainstream and international audiences.
THE TAKEAWAY:
The size of the budget is less important than the strategy
Culture-led strategy, trusted media, and community delivery are how you scale without compromise.
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