Launching Ray for Mayor
We collaborated with Spike Lee to create an epic launch video that propelled an unknown candidate into top contender territory.
Stage an attention-grabbing launch that propelled our candidate from unknown to top tier mayoral contender.
Despite Ray McGuire’s extensive business and philanthropic experience, he entered the New York City mayoral primary relatively unknown by most New Yorkers. We knew we had one shot to stage a launch that made press and insiders take his campaign seriously.
Ray’s high-profile friends were eager to help, but needed direction. We wrote a launch video script that Spike Lee approved (with minimal edits!) and agreed to narrate. We partnered with award-winning director Muta’Ali Muhammad and engaged Pulitzer Prize winner Wynton Marsalis to provide the score.
We managed the process in a way that lived up to each of our star contributors’ talent, while never losing sight of our specific messaging and goals. We also surrounded the release with a robust influencer rollout and digital advertising campaign to make sure that our video found its audience.
The video generated more than 200K views and drove more than 20K searches of “Ray McGuire” in just 24 hours, dominated New York City press outlets, and was shared by a diverse range of celebrities, including Patrick Ewing and Misty Copeland.