Independence USA PAC
Awareness + Persuasion
During the 2018 congressional elections, Michael Bloomberg’s Independence USA Pac spent $41 million to win 21 of the PAC’s 24 targeted house races leading to the Democratic takeover of the House of Representatives. I lead on development and production of display banners as well as social graphics running on Facebook and Instagram. Our digital creative was designed to look vibrant, compelling, and eye catching — the opposite of the traditional political television ads people tune out of. These aren’t good political ads - they’re good ads happen to be political.
Social
While healthcare was the issue that dominated our ads, we had the freedom to explore other well testing but less talked about messages - from a dating app metaphor on career politicians to translating one of Houston’s most talked about political ad into a social media setting.
Display Banners
Our typography forward display banners grabbed eyes and kept them on our healthcare focused messaging, the top issue on voters’ minds in 2018.
Our opposition ads deliberately made use of color palettes that expanded beyond the typical red, white, and black negative political ad color scheme. These visuals are tough but not immediately negative, increasing the likelihood viewers would actually recognize and engage with the messaging instead of simply tuning out of one more negative ad.
