Rukaz, in strategic partnership with The Heist Agency and IYO Visuals, led the production of a high-impact brand activation, bringing together Flamin’ Hot® and Megan Thee Stallion for an unforgettable cultural moment at Texas Southern University’s Homecoming. Tasked with activation strategy, event production, talent management, and creative execution, we transformed this campaign into a multi-week experience designed to energize TSU’s campus while driving brand engagement and scholarship support.

The activation featured on-campus sampling events, exclusive limited-edition merchandise, and immersive brand touchpoints that seamlessly integrated technology, set design, and interactive engagement. 100% of proceeds supported scholarships for TSU graduating seniors through the Flamin’ Hot® Fund, reinforcing the brand’s commitment to community upliftment.

With over 15,000 attendees, 10,548 Flamin’ Hot snacks sampled, and 24 scholarships awarded, the campaign generated 4.2 billion media impressions across 607 placements, cementing Flamin’ Hot’s position as a brand that fuels culture and impact. IYO Visuals led the content campaign production for "Flamin’ Hot University: Megan Thee Stallion", amplifying the movement beyond the TSU campus.

This campaign earned recognition as a finalist in the Shorty Impact Awards in the "Social Justice" category, proving that bold brand storytelling, celebrity influence, and community engagement can drive real change while igniting excitement in the communities they serve.