Race For The White House Campaign

CNN

RACE FOR THE WHITE HOUSE

Launch Campaign
Role: Senior Producer

We led with a custom-shot campaign to establish a modern, cinematic tone—creating a visual entry point that elevated the series beyond its archival limitations. These pieces helped reframe the show as a high-stakes political thriller rather than a traditional historical retelling.

We leaned heavily into narration, using Mahershala Ali’s voice as a central storytelling device across the campaign. VO-driven spots posed provocative questions, teased lesser-known moments, and built narrative tension.

In partnership with our key art team, we translated the campaign’s visual identity into motion—using key art as the foundation for graphics to ensure a cohesive look and feel across all touchpoints.

Following launch, we rolled out episode-specific spots that spotlighted the most shocking, under-told moments from each election. Paired with sharp, thematic copy, these pieces reframed familiar history through a more dramatic, character-driven lens—making each episode feel like a must-watch chapter.

The campaign successfully re-energized archival storytelling, positioning the series as a fresh, accessible take on political history rather than a traditional documentary format.

By modernizing the tone and emphasizing untold narratives, the campaign expanded the show’s appeal beyond core political audiences and demonstrated a clever approach to marketing archive-driven content—earning strong client response.

Launch a historical docuseries built primarily from archival footage and interviews—materials that inherently feel dated in both quality and format. The challenge was to make decades-old political stories feel immediate, high-stakes, and culturally relevant to a modern audience.

Beyond visuals, the campaign needed to broaden appeal beyond history or politics enthusiasts—promising untold moments and fresh perspective while remaining accessible and engaging across party lines.