Creative production studio Nice Shoes announces today their creative involvement in Joe Biden’s presidential election campaign. The studio ...
The 2020 US presidential election has been an explosive topic of conversation in the media with both Biden and Trump going all out on their content strategies. Unlike many other political races, the two candidates were not only communicating with potential voters, but battling against the onslaught of content from each other AND each other's supporters 24 hours a day. The Biden campaign required partners who could deliver a high volume of content on fast deadlines in order to be nimble and respond to any topic that came up along the campaign trail almost instantaneously.
Based on years of successful collaborations, Daniel Maughan, Executive Producer at Biden for President, selected Nice Shoes to be one of their post partners to handle the high volume of work the campaign needed to produce.
Nice Shoes editor Dan Suter was continually fed new footage and briefs to prep a library of ready to air spots on a variety of topics. Dan states, "This was a real exercise in assembling compelling edits on a tight timeline. We had access to so much Biden archival footage, current campaign footage, and pretty wide access to stock libraries for additional footage, music, and news clips. While some briefs called for more specific footage, others were fairly open-ended. You are really working all of your muscles as an editor, in making and refining those selections, shining a light on the many stories, large and small, that all tie in to the overarching narrative of the campaign. And it's amazing how seamlessly the process worked with our team, and our contacts at the campaign, all working remotely. This certainly demonstrates the potential for creative collaboration across timezones in the future."
For Senior colorists Sal Malfitano and Lenny Mastrandrea, the fact they were already working remotely was a huge benefit in helping craft the right narrative.
Senior colorist at Nice Shoes, Sal Malfitano added, “As colorists we look at the story they’re telling and try to find out the right way to support that through color. Biden’s campaign elicits optimism, concern and a lot of warmth, so we worked to accentuate that in the footage. As Dan mentioned, we were also working with different formats, and archival footage from throughout Biden’s career - we needed to make sure that it all felt fluid and cohesive. And, that our work complemented the stories we were telling.