How Zohran Mamdani Used Storytelling to Win in NYC

Stills from Zohran Mamdani’s Instagram Reels.

Zohran Mamdani pulled off one of the biggest political upsets this year in the New York City Democratic Mayoral Primary.

And after looking at his Instagram, it is pretty clear that he intentionally used sophisticated storytelling to connect with his audience and drive home his message. He didn’t just explain his policies, he visually communicated who he is and what he cares about and he created a world that his audience can see themselves in.

Zohran used New York City - the way everyday New Yorkers experience it - as the supporting actor in his videos. He was on the subway. At a deli. Always surrounded by a recognizable New York City landscape.

Take the Staten Island Ferry. He didn’t just reference it in a policy plan about free buses. He used it as a setting. A storytelling device. A symbol of New York. It’s simple but smart and helps people remember his message.

Zohran Mamdani on the Staten Island Ferry.

Then there’s the video about Mahmoud Khalil. Zohran tells his story while standing in the same lobby where ICE agents abducted him. That choice of location is a detail that says a lot without needing to be spelled out. It shows thoughtfulness and a real appreciation for what the moment represents.

And throughout his videos, he never suppresses his background. He’s proud of it. And the people he’s fighting for show up prominently and consistently throughout his videos. Not as props. But as voices.

There’s also a rhythm to his videos that mirrors the energy of the city. He’s always walking and talking. Always in motion. The camera shakes a little. There are fast pans, quick cuts, and close-ups that hold attention. It creates a sense of urgency. A kind of restlessness. You feel like he’s a doer, not just a talker.

Another small detail is the filmic quality to his videos that pairs perfectly with his campaign graphics. It all feels cohesive and deliberate.

When I went over to Andrew Cuomo’s feed the difference was kinda funny, actually. Cuomo’s videos feel like they could have been filmed anywhere. There’s no identity, no vibe, no attention to setting. You could swap in any other politician, change the name on the signs, and you wouldn't even notice.

There’s one clip where Cuomo visits Washington Heights, but he’s standing behind a barricade. People are waving to him from a distance. In contrast, Zohran’s video in the same neighborhood has him out on the street, dapping up strangers, and allowing their actual voices to be heard. Cuomo is often standing still. He often looks stiff and unapproachable.

What Zohran is doing feels so different because he understands the meaning and the value of telling a story and not just pitching his policies. His approach is intentional about the places he chooses to film, the people he centers, and the tone he sets. He didn’t just campaign with speeches and promises. He created a narrative.

And I can’t help but wonder if being raised by a filmmaker had something to do with it.