The Team Behind Zohran Mamdani’s Viral Campaign Wants More Political Candidates to Get Candid on Social Media

While the video was posted on Instagram’s vertical-oriented Reels, it was not filmed vertically, Borenstein said. By filming it horizontally, the team hoped to better establish a sense of place in a local store. The video also leans into the harsh overhead light in the bodega. Mamdani’s face is also centered so that he is making eye contact with the viewer—a crucial step that most brands mess up, Borenstein said.

“These are conversations—they’re one-sided conversations, but that conversation is still happening on the other end,” Borenstein said.

Learning charm

Going forward, Melted Solids is hoping more political candidates will lean into authentic social video. Part of the reason Mamdani’s content resonated is because of his own charisma, which is a trait that can be learned, argued Borenstein.

“A lot of it comes down to both practice and coaching, but also understanding who you’re talking to while you’re making these videos—thinking about the actual audience,” Borenstein said.

Even with charisma, every politician needs to be steered a little, Saslaw said.

“Because we are all filmmakers, directors, and have professional experience in and out of the ad world, we know that even the most charismatic politician has to be directed, even just where you’re standing for focus,” Saslaw said. “That’s what we’ve tried to bring to the table and will continue doing. Some of the political media coming out that is trying to copy what Donald pioneered is lackluster.”