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Hey, it's Noah.
I have worked at every level of political campaigns for a decade; from a small town justice campaign, to running communications for the Georgia House Democratic Caucus, to being one of the first 5 members of the Biden for President creative team.
Often, creative teams can become trapped by thinking that message should be subject to creative. Creative without strategy. Style without substance. Complexity just to show you can. All of this muddies the story a campaign is trying to tell and upsets voters without them even knowing why.
I think differently. Good creative should be in service of the message. Creative untethered to a strategic plan is like setting off rockets without knowing where they're going to land. It will be pretty. And it will be fun. But sooner or later, it isn't going to end well.
As a political creative, every video or graphic I make must serve the goals of the campaign.
"Big-time campaign consultant"...
whose work "reflects strength and confidence." - The Buffalo News
"Through his extensive knowledge of campaign dialogue and tech savvy, Noah has been an invaluable asset."
- Leader James Beverly
Simplicity is quality.
Being the loudest doesn't always get you the most attention. And squeezing in one more point can often do more harm to the message than good. If you fit 32 second into 30, the audience will likely end up walking away confused. And sometimes angry.
Instead, focus your thoughts and decide how you want the audience to feel after interacting with your creative. Then craft around those intentions. The feeling your audience comes away with is the strongest message. Self-realized emotional responses don't have a counter argument.
"Big Guys" - Biden for President - 30s Digital
Writer, editor, producer : Noah Cosimano
"Beat" - Georgia House Democratic Caucus - 30s Digital
Writer, editor, producer, creative director : Noah Cosimano
"All of Us" - Biden for President - 30s Digital
Writer, editor, producer : Noah Cosimano
Assorted Graphics & Logo - Darden Copeland for Congress - Social
Writer, designer, creative director : Noah Cosimano
Assorted Graphics - Georgia House Democratic Caucus - Social
Writer, designer, creative director : Noah Cosimano
Learn to pivot, be light on your feet, and always be open to looking at an old problem in a new way.
One of the hardest things to do is throw out your entire strategy, pivot, and respond to an attack-- all at the same time.
After the June debate, I wrote "Obsessed" and worked collaboratively with our motion graphics lead to produce it. Sometimes you just need to change the narrative to survive, and this ad tried to reframe the discussion. I also worked with our road team to turn their footage of the President's rally the next day into polished digital ads. And I helped our paid media, communications, and studio teams develop rapid response videos the night of the debate so that we could capitalize on moments in real time.
"Obsessed" - Biden for President - 40s Social
Writer, producer : Noah Cosimano
"Liar" - Biden for President - 30s Digital
Writer, editor, producer : Noah Cosimano
"Think He Is" - Biden for President - 15s Digital Cutdown
Writer, editor, producer: Noah Cosimano
"Stakes of the Election" - Biden for President - 20s Social
Writer, editor, director, producer : Noah Cosimano
Tone may change, the voice might change, but always remain on message.
During the 2024 campaign, I had the privilege of writing for many voices around many themes. Through it all, it was critical to remain on message. It is easy to think every voter has seen the graphic or video you produced, or heard the punchy one liner your candidate said off the cuff at a campaign stop. They haven't.
Be disciplined, be true to diverse voices but stay on message, and when you think you've hammered your point home-- hit it two or three more times to make sure the message was heard. Then move on to the next phase of the strategy.
"Walz Announcement Video" - Harris for President - 90s Social
Co-writer, producer : Noah Cosimano
"What It Will Mean" - Harris for President - 30s Digital
Co-writer, producer : Noah Cosimano
"Dodgeball" - Harris for President - 30s Digital
Co-writer, director, producer : Noah Cosimano
"Cobbler" - Harris for President - 30s Digital
Co-writer, director, producer : Noah Cosimano
Telling your candidate's story, authentically, will build emotional resonance within the voter.
Emotional, real stories of your candidate's life and the values they've developed is the best way to connect with voters. Candidates are often two dimensional, easily knocked over by a strong surge of negative momentum. Stories about a candidate and the values they've gained through life add depth to candidates and make voters predisposed to fill in doubt with positive attributes. This is the responsive chord, and it is key in winning over voters before they know they've been won over.
Good negative creative have the opposite effect on your opponent. Attack with doubt. Certainty is either accepted to rejected.
But doubt lingers.
"Table" - Harris for President - 30s Digital
Co-writer, producer : Noah Cosimano
"Sacrifice" - Harris for President - 30s Digital
Co-writer, producer : Noah Cosimano
"Race and Unity" - Harris for President - 30s Digital
Writer, producer : Noah Cosimano
Authentic communication also means staying true to the platforms you are communicating on.
Social media platforms are a great way of engaging audiences of all demographics since campaign content hides in-feed with other user generated content that audiences already have positive emotional attachment to.
But users can just as easily sniff out inauthentic content. Remaining platform native, and generating content you'd see on these platforms, is key to engaging on them.
"This or That" - Biden for President - 50s Social
Writer, producer, editor : Noah Cosimano
"Through Their Eyes" - Harris for President - 40s Social
Writer, director, producer : Noah Cosimano
"Happy Birthday, Don" - BidenHQ - 35s Social
Writer, producer, editor : Noah Cosimano
Don't forget the call to action.
We can persuade all we want. But it won't matter much if we don't mobilize people to act. Whether it's using social pressure to show up to vote, or eliciting an emotional response to focus public pressure, campaigns need to know how and when to activate their audiences.
"Request Today" - Harris for President - 6s Paid Social
Writer, editor, director, producer : Noah Cosimano
"Parking Nightmare" - TN Parking Enforcement - 30s TV/Digital
Writer, director, producer, creative director : Noah Cosimano
Assorted Graphics - Calvert Street Group - Paid Display
Writer, creative director : Noah Cosimano
Nothing is better than building up the people around you.
Governor Walz used to say, "we all do better when we all do better." And after the campaign one of my editors gave me the greatest compliment I didn't know I needed to hear, "you made me better at my job." Working with creatives to make incredible content is what I love. I can't thank enough the amazing people I've gotten to work with, who have made me better in so many ways, and who have made it possible for me to get where I am.
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