Zohran Mamdani speaks to reporters after he voted in the Queens borough of New York on November 4. Alexi J. Rosenfeld/Getty Images

New York City Mayor-elect Zohran Mamdani ’s campaign set a blueprint with content engineered for an online electorate.

Now, all over screens in 2025, candidates are gesturing and leaning toward the camera. They might walk and talk through a busy street or store. There’s a warm camera filter, and quick cuts, as they move rapid-fire through a list of talking points and policies.

Here’s a look at how some Democrats are producing content echoing the Mamdani style.

The Mamdani aesthetic

Mamdani’s videos are instantly recognizable by the saturated colors that help them stand out on social feeds crowded with content.

The videos are also characterized by quic

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