New York City Mayor-elect Zohran Mamdani’s campaign set a blueprint with content engineered for an online electorate.
Now, all over screens in 2025, candidates are gesturing and leaning toward the camera. They might walk and talk through a busy street or store. There’s a warm camera filter, and quick cuts, as they move rapid-fire through a list of talking points and policies.
Here’s a look at how some Democrats are producing content echoing the Mamdani style.
The Mamdani aesthetic
Mamdani’s videos are instantly recognizable by the saturated colors that help them stand out on social feeds crowded with content.
The videos are also characterized by quick cuts and big gestures — a tendency Mamdani joked about in one spot: “My team says I move my hands too much,
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