Sydney Castle for President

In January 2022, my friend Sydney Castle approached me with an opportunity to work for her student body president (SBP) campaign at SMU.

During this period, I collaborated with the gifted Tessa Conti on graphic design, while I oversaw creative direction for all videos. The approach centered on creating a captivating viewer experience, paying meticulous attention to camera angles and the surrounding environment. Elements of natural settings, complemented by Castle’s calming voice, felt like talking to a close friend rather than a presidential candidate. This approach perfectly encapsulated the campaign’s main goals of Connection, Discussion, and Advocacy + Awareness.

The campaign was unlike any other on campus in years and a runaway success; it shattered engagement records on social media, with Castle serving as the SBP for SMU Senate’s 109th legislative body.