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Michelle Wu for Mayor

Launching a campaign for everyone

The Challenge

Help Michelle Wu launch a challenger campaign against a well-oiled political machine.

The Insight

Center the candidate’s vision to produce a campaign launch video that emotionally connects with voters, making everyone feel seen and heard.

The Solution

A powerful video that set the tone for the campaign and helped exceed launch day fundraising expectations.

A daughter of immigrants, Michelle Wu often felt unseen and unheard.

When her mother battled mental illness, Michelle stepped in to be her caretaker and help raise her sisters. Through her family’s struggles, she quickly understood how much government matters and what happens when our systems fail.

That’s why she went to law school, why she served on the Boston City Council for the last seven years, and why she decided to run for Mayor. 

Michelle Wu, pictured with her family at a Pride March.
Candidate Wu high-fiving a supporter.

She’s going up against a well-oiled political machine and, if elected, would become the first woman and first person of color to serve as Boston’s Mayor. 

Michelle’s mission is bold. Her voice is strong. Her passion is contagious. So when her team reached out to us for help, we jumped right in.

Bringing her vision to life 

Her campaign had already solidified their brand and logo. Now, they needed to bring the candidate’s story to life with a campaign launch video and a sharpened message. Because of the condensed timeline, we quickly got to work and held initial brainstorming sessions with Michelle and her team. 

Her story is the story of many Bostonians one of sacrifice and hard work, of grit and resilience. To tell that story, it was important to lift up the voices of people in different communities that make Boston the city it is, honing in on a message of equity, hope, and community.

Candidate Wu in front of camera, camera crew standing by
Behind-the-scenes shot of Candidate Wu during filming.

We filmed in neighborhoods that you don’t often see in videos of Boston neighborhoods like Roxbury, Mattapan, Roslindale, and East Boston to ensure everyone would feel represented and seen from the very start of this campaign.

…For too many — during this pandemic and well before — it’s been impossible to dream when you’re fighting to hold on. Fighting to afford to stay. Fighting for our kids. Fighting a system that wasn’t built for us, doesn’t speak our languages, doesn’t hear our voices. That’s why I’m running for Mayor — to make Boston a city for everyone.”

Candidate Michelle Wu

Speaking your language

Committed to recognizing and including all Bostonians, Michelle translated the full launch video to both Spanish and Mandarin. On her campaign website, you can also find a “grassroots toolkit,” allowing you to personalize campaign materials in an array of color variations, sizes, and six different languages. This campaign is for everyone, and that includes non-English speakers.

All aboard the #WuTrain

The campaign video launched eight weeks after initial conversations with the candidate and the reception was stellar. In just the first two days, the video had over 300,000 views and the campaign raised $100,000. Our in-house team saw the video through from message development to production to editing, developing a close relationship with the campaign to make the process seamless and efficient. 

What started as an ambitious vision quickly became a product that drove a strong message and connected with viewers of all backgrounds. 

We’re looking forward to working hard alongside a team of passionate, progressive minds to elect Michelle Wu and make Boston a city for everyone.

“Blue State’s creative guidance and partnership was instrumental in our campaign launch. The creative process was collaborative, joyful, and empowering. And our video felt perfect for the moment, the message, and the candidate.”

Mary Lou Akai-Ferguson, Campaign Manager at Michelle Wu for Mayor


  • 300k+ video streams
  • 100k raised in the first 2 days after launch
  • 8 weeks from initial phases to final product
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