The objective of “This Day” was to introduce Harry Dunn’s candidacy in a way that transcended traditional campaign launches, turning his deeply personal story into a national call to action.
As a first-time candidate, Dunn faced the challenge of building name recognition and credibility in a competitive race. Rather than a standard political ad, the goal was to create a high-impact, cinematic video that would engage millions, mobilize grassroots donors, and position Dunn as a leader in the fight to defend democracy.
The ad needed to:
- Showcase Dunn’s heroic role on January 6th as a Capitol Police officer.
- Frame his candidacy as a continuation of his commitment to country.
- Break through the clutter of political messaging with high-production visuals and a unique slow-motion execution.
- Go viral—generating massive engagement and organic media coverage without paid promotion.
With only a few days between Christmas and New Year’s, we faced an intense challenge: create a groundbreaking launch video that would introduce Harry Dunn’s candidacy, tell his story, and drive national engagement—all on an accelerated timeline.
We started with a bold creative vision: this wouldn’t be a standard campaign ad—it would be a cinematic experience that made viewers feel the gravity of January 6th while seamlessly transitioning into Dunn’s vision for the future.
Plan of Action & Execution
- Cinematic Strategy – We made the crucial decision to shoot in slow motion (48 FPS) to immerse viewers in each moment. This technique elevated the weight of Dunn’s words and visuals, making them unforgettable.
- Innovative Performance Technique – To match slow-motion pacing, Dunn had to deliver his lines at double speed, requiring precise articulation and timing. In post-production, we used ADR (Automated Dialogue Replacement) to perfectly sync his lip movements with the slowed-down footage.
- Seamless Storytelling – The ad opens with haunting, deliberate movements, visually placing Dunn in the shadows of January 6th. As the video progresses, Dunn steps from the memories of defending the Capitol on January 6th into his next fight: running for Congress.
Challenges & How We Overcame Them
- Limited Timeframe – With only days to develop the concept, script, and production, we streamlined every process—maximizing efficiency in scripting, filming, and post-production.
- No Paid Media Support – The ad relied entirely on organic reach, meaning it had to be visually striking and emotionally powerful enough to go viral.
- Balancing the Past & Future – We had to honor Dunn’s heroism on January 6th while ensuring the video wasn’t just about the past—it needed to inspire action for the future.
Key Features That Made “This Day” Unique
- Unprecedented Performance Strategy – Dunn’s double-speed delivery technique was unlike anything done in a campaign launch video.
- Pure Cinematic Visuals – The slow-motion technique elevated this ad beyond political messaging, making it feel like a moment in history.
Our objective was to introduce Harry Dunn as a first-time candidate, tell his powerful story, and generate national momentum—all without paid media support. The results surpassed every expectation, making “This Day” the largest congressional campaign launch in history.
- Massive Digital Impact – The video amassed 6.3 million organic views on X, proving its viral success and resonance with audiences nationwide.
- Unprecedented Grassroots Fundraising – “This Day” inspired 103,000 individual donors, fueling one of the strongest small-dollar operations in a 2024 House race.
- National Media Recognition – The ad was covered by major outlets like CNN, The Washington Post, and MSNBC, driving earned media that amplified its reach.
- Cultural & Political Endorsements – High-profile figures like Mark Hamill, Henry Winkler, and Patton Oswalt helped push the video beyond politics, embedding it into cultural conversations.
Most importantly, “This Day” transformed Harry Dunn from a first-time candidate into a national political force overnight. It proved that a powerful, cinematic, and emotionally gripping message could break through—even against well-funded opponents.
By every metric—engagement, fundraising, media coverage, and cultural impact—this was a historic success that redefined political digital storytelling.
Video for Harry Dunn for Congress - "This Day"
