this new vignette concept to frame white house events has been rolled out and i rolled my eyes a bit at first.

i wish her hair had moar body.

though the colors, the high dpi, the lighting and ivanka’s mini Ted Talk demeanor and subtle gesturing were exquisite certainly.

i loved the 55 second length too.

but let me tell you why i think they are on to something brilliant here.

it’s walt disney, its michael eisner, its marlin perkins, its Alistair Cooke.

calling it spin doesnt do justice to how clever this is, spin is almost exclusively after an event. theyve found a way to frame the event prior to it beginning.

“now today on wild kingdom you will see the king of the beasts subdue a wild pack of jackels not merely through strength but by outsmarting them, setting traps and luring them into hid control…”

“we’re on a short break now, but what you just saw was…”

“the president’s press conference is over now and what we saw was…”

doesnt matter what we saw or see next, it could be cardboard homeless shelters and young men shooting heroine on LA’s skid row (hi there, Cher!).

what we will see is mostly whatever we were just told we would see.

this makes both joy reid and mika Bolshevik’s jobs much much moar difficult.

mixing this up in a flurry of posts from various maga personalities via social media before, during after events in short 60 second clips is inspired.

this admin is making optimized use of white house camera shots both from the facilities, grounds and nearby buildings.