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CONTRAST + OPPOSITION CONTENT


Comparing and contrasting two very, very, very different visions
for America—and the candidates themselves.

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CONTRAST + OPPOSITION CONTENT


Comparing and contrasting two very, very, very different visions
for America—and the candidates themselves.

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The "face swap" heard 'round the world


Twitter isn't the only place to make news.

The "face swap" heard 'round the world


Twitter isn't the only place to make news.

A ludicrous claim

In April 2016, Donald Trump was closing in on the Republican nomination. As the public continued to question if he was presidential enough, Trump responded at a rally:

At some point, I’m going to be so presidential that you people will be so bored.
— Donald J. Trump // April 21, 2016

Message + Execution

Our campaign used a variety of tactics to remind people that – regardless of the pivot or changes Trump made to being a general election candidate – it wouldn't change who he is at his core. More importantly, a pivot wouldn't erase his past remarks on women, immigrants, Muslims, people with disabilities, the KKK and more.
It occurred to me that a recently launched feature on Snapchat was the ideal way to showcase just how unpresidential Trump's comments were by placing the faces of past presidents from his own party on top of his own.

Watch the full story:


Building Buzz

The nature of Snapchat makes sharing content from the app difficult. To make matters worse, whenever we talked about Snapchat from @HillaryClinton, people would say we were pandering. So, we did what we usually do and re-tweet a follower who noted the story was great.


Results

The face swap story instantly became the talk of social media and generated dozens of news stories, expanding the reach of our content and message. It also led to a major bump in followers after people realized Hillary Clinton may be worth a follow.

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Graphics for 'The Briefing'


Black and yellow, black and yellow, black and yellow.

Graphics for 'The Briefing'


Black and yellow, black and yellow, black and yellow.

Doing @HillaryClinton's dirty work

Throughout the campaign, our digital communications team ran The Briefing, a social media property dedicated to fact-checking opponents, pushing out opposition research, and more. They were a brilliant team and I had a few opportunities to create content for them when an idea was a little too edgy for the @HillaryClinton channels.

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Geo-targeted Snapchat filter


Targeted trolling.

Geo-targeted Snapchat filter


Targeted trolling.

Time to experiment

Until May of 2016, the campaign had yet to dabble in using paid, geo-targeted filters on Snapchat. During a campaign-wide push to highlight Donald Trump's comments from 2006 where he rooted for the housing crash, I proposed that we just lay the quote onto a Snapchat filter at one of his rallies.

 


Results

... the campaign’s use of Snapchat was one of the first times a political campaign had used the app to target supporters of an opponent at one of their rallies.
— Huffington Post // May 25, 2016
A few Snapchat filters we used after this one.

A few Snapchat filters we used after this one.

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Key Collaborators


✨ Team work makes the dream work. 

Key Collaborators


✨ Team work makes the dream work. 

Meg

Meg Vazquez

Design Lead
&
Graphics Goddess

Nicole

Nicole Michaelis

Lead Editor/Producer/Director
&
Kim K. in Disguise (?)

Maxwell

Maxwell Nunes

Digital Advertising Strategist
&

Partner in Crime