Convention Across America
DNCC
Summary
Hardpin played a pivotal role at the 2020 Democratic National Committee’s Convention (DNCC) by helping address unique challenges posed by the COVID-19 pandemic. The convention was virtual for safety, which meant reimagining how to engage and unite the Democratic Party. We created over 40 videos, ranging from promotional content leading up to the convention, to videos featured during the convention itself. These videos needed to convey a powerful message, showcasing not only elected officials but also everyday Americans who shared their perspectives on the upcoming election and their support for Joe Biden.
the challenge
With the absence of the traditional in-person convention, the DNC aimed to connect with voters in innovative ways and put regular Americans at the forefront of the content. Hardpin was tasked with weaving together a diverse range of video content to form a cohesive program. These videos covered a wide array of timely topics, from combating climate change and gun violence to countering Trump's policy actions.
Hardpin took a dynamic approach by assembling a dedicated team of editors and creative specialists. We collaborated closely with partners at the DNCC, participating in daily messaging meetings to stay current on strategy and deadlines. This ensured that the content created would seamlessly integrate into the virtual convention program and resonate with viewers at home.
This Convention isn't just efficient.
It's award-worthy television.
Washington Post
Seriously, Wednesday night was far and away the best full evening of political television I have ever witnessed.
Washington Post
results
Hardpin's use of user-generated content transformed the convention experience, putting the spotlight on everyday Americans. It was a departure from the typical convention format, allowing viewers to witness people in their natural environments, which was both authentic and profoundly impactful.
The impact of this shift was evident, with regular Americans playing a central role in elevating the convention to new heights. Hardpin's videos were recognized and featured in articles, such as one in Vox, underscoring the connection that was established with viewers across the country. The 2020 Convention was a resounding success, surpassing previous in-person conventions, as the DNC managed to forge unprecedented connections with its audience by curating content with them in mind.
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