Portfolio I Zach Boone

Award-Winning
Video Editor & Art Director

VALUES
WINNING OVER CONSERVATIVES
WITH EMPATHETIC NARRATIVES

Director, Producer, Editor

CHALLENGE

The 2020 presidential election presented a unique challenge, as a growing number of disaffected conservative moderates posed a potential shift in the voting landscape. Despite millions spent on attack ads to sway this group, both candidates were neck and neck in the polls.

INSIGHT

After speaking with a number of registered voters, we noticed that the vast majority tend to ignore excessively negative ads. The most effective way to appeal to them is through a personal, empathetic approach that tells a story. This approach has proven to be a successful method of political advertising.

EXECUTION

We partnered with Republican Voters Against Trump to develop a narrative centered around James, a lifelong Republican and former Trump supporter from New York State.

I took the lead on this campaign, as a Creative Director, Producer and Editor.