Kevin Cate Profile picture
Sep 15, 2020 15 tweets 7 min read Read on X
Guys, literally everything @realDonaldTrump does is fake. He hired models for his announcement. But, since we're talking about stock pictures & footage, allow me...
Here is the last commercial I've seen in Florida — touting the "Great American Comeback." Watch it on mute. And then I'll show you how they made it.
First. Good news. The Trump team found a scientist in a lab with Matrix-style computer screens who invented a COVID—19 vaccine. And it's being manufactured right now.

All for less than $500!
And here is a random store way before COVID. And then another store being cleaned because, well, @realDonaldTrump lied to everyone.
This one irritates me to no end, because somewhere some Trump staffer or TV firm typed in "teacher and pre-school child during COVID wearing masks."

And they are still working for Trump.
Now come the random fake jobs with models.

That solar panel footage is used everywhere, BTW. It was filmed in Utah a LONG time ago.
Then, and this is rich, this sweet Chicago time-lapse. The same city Trump insults daily, saying stuff like:

“It’s embarrassing to us as a nation."

But damn, that time-lapse is too good leave out. And it's only $60.
Oh, let's add some diversity into this anti-Biden part, they say. How about "Asian woman sitting on sofa watching TV"?

Sure. They got that b-roll.
All of this Biden talk is very upsetting to these models. This chef needs a "break." And this woman is "upset."
And this "business executive" model is "working overtime" just thinking about all this stock footage.
Here are some 1990s looking things. While you're there, pick up some of that Apple stock at $65, trust me.
And if this commercial wasn't handsome enough, check out "mature aged black man, putting on his necktie."

Wow. $500 well spent.
What a commercial.
This commercial ends, of course, with the fakest of fake scenes. @realDonaldTrump pretending to be a president.

But I don't want to end this thread like that. Because that's too depressing. So...
Remember our "tired" chef? He's not really a chef. And this was likely shot in Europe. Before @realDonaldTrump got fewer votes than @HillaryClinton in 2016.

And this is how that makes him feel.
Remember, the lesson isn’t that all stock b-roll is bad. I use it when budget, location, or time doesn’t permit original footage.

The lesson is that it’s all he has— actors living in an alternative universe where his racism, selfishness, & stupidity hasn’t ruined the world yet.

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More from @KevinCate

Feb 19, 2023
If you have an iPhone, you can (and should!) make winning campaign ads.

I'll show you how in five minutes.
btw this candidate (@JeremyMatlowTLH) was outspent by more than 2-1 and still won.

Now go make stuff that makes a difference!
After I shot this video, Apple did update cinematic mode to allow 4k at 24 FPS, so please, for the love of art, change your settings. This is what that looks like.
Read 4 tweets
Nov 3, 2022
3,581,580 Floridians have voted.

DEM: 1,339,957
GOP: 1,556,259
NPA/O: 685,364

GOP is +216,302.

At this point in 2020:
DEM + 161,362

At this point in 2018:
GOP + 58,531
.@FlaDems running behind 2020 performance is in contrast to: AZ, CO, GA, IA, MI, NC, NE, NJ, NM, NV, NY, OH, PA, TX, VA, WI, where Democrats are outperforming 2020 early/mail.

(This stat by @SimonWDC)
933,256 Florida Democrats have a ballot, but have not returned it yet (we are at the point where if voting by mail, you should drop it off). GOP voters have 618,797.
Read 5 tweets
Jul 17, 2022
Just met a man at a Ruby Tuesday off I-75 who sold all his possessions except what he could fit in his truck and drove 19 hours straight from DeMoines, Iowa to just outside of Lake City, Florida.

That was about 15 years ago…
That’s a dramatic move so I asked him if it was about a woman.

He said, no, but there is a woman at the end of this story.

This was about family.
He had moved from Georgia to Iowa with his brother and one day they got into an argument about he can’t remember what, so he picked up, drove to Florida with nothing, and they didn’t talk for the next six years.

Until he met a woman.
Read 8 tweets
Jul 9, 2022
Saw this man sitting by himself at a Waffle House in Midway, Florida.

So I said hello and asked him what he was doing with that money.
He told me that since 2014, he’s been handing out $1s and $5s to strangers, here and elsewhere.

So of course, I ask him about it.
He said he’s given away more than $13,000 to strangers, kids, and people he meets at Waffle House (his favorite) and elsewhere.

And they all come with that note you see in the picture. He copies and cut these out every few days.

Obviously, I ask about the note.
Read 5 tweets
Jul 7, 2022
By the end of June 2018, @FlaDems #flgov candidates had spent $13,829,726 on TV, or $3.5 million more than Nikki and Charlie have on hand now — combined.

This primary is super underfunded.
All social/earned/word of mouth.
Crist only has ~$2.7 million more than Nikki, or less than Chris King had spent on TV by early/mid July.

It's actually shocking it's that close. Charlie is the greatest fundraiser I've ever been around. Our (Nikki) original primary prediction had him +$10-13 million advantage.
The difference in cash is negligible — almost nothing in a statewide. Really not ideal for either candidate leading into a general. However, Nikki will benefit from the "comeback" narrative because media/establishment will be surprised. That will help her intro to general.
Read 4 tweets
Apr 26, 2022
A little perspective on the Florida Democratic primary for Governor and the general election environment.

Yes, a thread.
I cannot stress enough how tough of an environment the general will be. I've worked pretty hard on two pretty high-profile generals here (Gillum '18/Crist '14).

Biden is -11 in Florida.
(Morning Consult)

This time in:
2014: Obama was +/-0
2018: Trump was -11
(Gallup)
Obviously my friend (and longtime client) Charlie Crist is running for governor again. So in 2014, he started + double digits against Rick Scott. That's crazy high for Florida.

At this point in 2014, Crist was +6 RCP average. And Rick Scott had spent $6.5 million on TV.
Read 17 tweets

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