Adult Swim and Ben & Jerry’s combined resources to turn an exclusive music performance into a mass voter mobilization effort. Run The Jewels embraced the opportunity to produce a world premiere uncut performance of RTJ4 into a voter registration and GOTV campaign aired in 2020. In addition to the linear telecast, the performance was simul-streamed on Adult Swim's website, an uncensored version on YouTube, and made available on Adult Swim’s YouTube channel afterward.

Worked with creative director Daniel Garcia, who provided the brand guidelines and Adult Swim provided the sound edit. I created the storyboard, design frames, lower third elements, and animation. Also created all promotion animations to be used on social media.

As a performance / press event, Holy Calamavote created massive attention from youth culture and music outlets, as well as the general press. 105 press stories gained a total of 1 million readers and 21.5k shares. The midnight performance reached 433,000 viewers on Adult Swim and added 1.2M social video views on YouTube. Social promotion of the event gained 5.8M Impressions from Adult Swim social channels.

Viewers responded to the voter mobilization messages. During the telecast, 30,000 folks texted the voter call to action. People pledged to vote, with 13,400 from broadcast + 62,000 from partnership promotions. Many more shared these pledges and messages of support on their own social channels.

style frames development: