THE EXONERATED FIVE

A Case Study on HUMAN’s 2024 Campaign Film for Harris–Walz

Overview

In the midst of the 2024 U.S. presidential election—against the backdrop of deep political division and national reckoning with racial injustice—the Harris–Walz campaign partnered with HUMAN to produce The Exonerated Five, a short film featuring the Central Park Five. Released the night of the first presidential debate, the film offered a quiet, reflective counterpoint to the spectacle of political discourse, grounding the election in a deeper conversation about justice, truth, and leadership.

Filmed in collaboration with acclaimed filmmaker Ava DuVernay, the footage was shaped into a powerful piece that resonated widely across social media. Though launched organically without any paid media, the film quickly gained traction, with viewers sharing it for its emotional clarity and moral weight. The campaign later amplified the piece with paid support, recognizing its resonance as a story that speaks beyond politics.

Challenge

In a campaign cycle filled with noise, misinformation, and high-stakes rhetoric, the Harris–Walz team sought to engage audiences through authenticity—not escalation. The challenge was to create a piece that could break through without sensationalism, and remind voters what was truly at stake—without relying on traditional partisan messaging or attack ads.

Objectives

• Center Lived Experience: Highlight the voices of the Exonerated Five as a reflection of truth, resilience, and the long arc of justice.
• Create Emotional Impact Without Partisan Language: Let the power of personal testimony stand on its own.
• Leverage a Key Political Moment: Release the film during the first presidential debate to offer contrast and clarity.
• Drive Organic Engagement: Design a film that would be shared because of what it said—not because it was paid to be seen.

Creative Strategy

HUMAN approached the film with restraint and respect—focusing on the power of presence, not production.

• Minimalist Aesthetic: No music, no graphics—just the five men speaking plainly and directly to camera.
• Editorial Clarity: The narrative structure allowed each voice to stand on its own, while building a collective emotional arc.
• Strategic Timing: Releasing the film the night of the debate created a meaningful counterpoint to the dominant media narrative.
• Trust in the Viewer: The film never mentioned a candidate or opponent by name, relying instead on the audience’s ability to connect the dots.

Campaign Elements

1. Film Launch

• Released on social media the evening of the first Harris–Trump presidential debate.
• Featured Korey Wise, Yusef Salaam, Kevin Richardson, Antron McCray, and Raymond Santana reflecting on truth, leadership, and what justice means in America.

2. Organic Release Strategy

• No paid media at launch. The campaign let the film find its audience naturally, supported by trusted voices across the cultural and political spectrum. The campaign later put paid behind it when it organically outperformed many of the campaign spotswith paid.

3. Social Media Engagement

• Widely shared by organizers, celebrities, journalists, and everyday voters—many of whom framed it as a reminder of what this election meant to them personally.

4. Campaign Amplification

• After observing early impact, the Harris–Walz campaign added paid support to expand reach, incorporating the film into digital and in-person voter outreach efforts.

Impact

Wide Organic Reach:

• Viewed millions of times within days of release, significantly outperforming traditional campaign ads in engagement per view.

Cultural Recognition:

• Shared by many cultural leaders such as Mark Ruffalo as a standout example of values-based political storytelling.

Authentic Emotional Response:

• Viewers praised the film for its restraint, honesty, and the dignity with which the Exonerated Five were presented.

Extended Use:

• The campaign integrated the piece into donor events and supporter conversations as a values-driven framing tool.

Outcome

The Exonerated Five served as a poignant and timely contribution—demonstrating that even in the most charged political moments, stories grounded in truth and lived experience can create meaningful connection. By choosing simplicity over spectacle, the film invited audiences to remember what justice looks like—and who it’s for.

‍