Priorities USA
Role · Associate Creative Director, Art
Team: Sarah Kendrick, Brian McBride, Eric March, Charity Bustamante, Rachael Counce, Jessica Arnone, Celinas Cordero-Sánchez, Marga Pesces, Sam Ball, Elisa Solinas, Rob Jason Enate, Nate Matt, Gina Echevarria, Rebecca Joye, Alejandro Webelman, Tess Harkin, Jorey Kiva, Drew Bierut, Shannon Rosato, Julian Hollinger, Dequita Tate
For the 2020 election cycle, I joined the Democrats’ largest Super PAC: Priorities USA. As Associate Creative Director of Art, I built and led a team of designers and art directors to create more than 7,200 creative assets for TV, print and digital – everything from pre-roll spots to social assets - in support of Joe Biden and Kamala Harris. Our $153m digital program increased Biden’s statewide margins by 1.25% in key battleground states while decreasing Trump’s approval by 2.4%
Priorities USA
Holding Trump Accountable
By March, it was clear the coronavirus was not "going to disappear" without real leadership. Priorities USA's advertising defined Trump's failure to stop the virus, helping voters see he was unable to lead in a crisis.
Priorities USA
In addition to our steady frequency of ads aimed at our general audience, we created audience-specific and culturally competent digital programs to persuade voters of color, specifically Latinos in Arizona and Florida and Trump-friendly young Black men. Each program aimed to demonstrate Trump's policy failures on issues like the coronavirus, health care, the economy, and racial justice.
Reaching Key Constituencies
In addition to our steady frequency of ads aimed at our general audience, we created audience-specific and culturally competent digital programs to persuade voters of color, specifically Latinos in Arizona and Florida and Trump-friendly young Black men. Each program aimed to demonstrate Trump's policy failures on issues like the coronavirus, health care, the economy, and racial justice.
Priorities USA
Countering Election Misinformation
Bracing for confusion at the polls, we created a mobilization campaign that highlighted voters’ rights without demotivating them to vote. To counter wide-spread misinformation about voting, our ads highlighted voters’ rights and directed them to visit IWillVote.com or call the voter protection hotline for questions.
Priorities USA
We created a campaign in English and Spanish to mobilize infrequent and first-time voters. The ads tapped into the the momentum started by the protests, the importance of showing up for our communities, and the overriding imperative to get rid of Trump.
Mobilizing Voters
We created a campaign in English and Spanish to mobilize infrequent and first-time voters. The ads tapped into the the momentum started by the protests, the importance of showing up for our communities, and the overriding imperative to get rid of Trump.
SEE MORE WORK —
©Chris Carlon 2020 🌈️✌️️🙏️