Obama Video Struck Perfect Tone In Virtual Campaign

Washington Post: “It did not look like a hostage video, which has become the cinematography standard for far too many of the Democrats during this presidential election cycle. Former president Barack Obama endorsed former vice president Joe Biden in a 12-minute video released on social media Tuesday, managing to be intimate and formal, biting and urgent. He was helped along by impeccable framing, flattering lighting, a pitch-perfect set and a powder blue, open-collar shirt that was more neighborly and genial than a politician’s all-business white one.”

“Virtual campaigning through social media is not new, but it’s now all there is. Communicating with voters is no longer a matter of how eloquent a candidate might be. It’s heavily dependent on whether he can get the lighting right, keep the background from being impersonal but not distracting and dress in a manner that’s just right for his home office as well as your living room.”