Political microtargeting works by building psychological profiles from social data and using them to serve manipulative content — invisibly, at scale. The technical problem was making that invisible process visible and visceral to a teenage audience, without dumbing it down. That meant integrating a live AI profiling system from the University of Cambridge, building a p5.js interactive film layer that adapts its narrative ending to each user's personality, and architecting a separate content archive portal — two distinct products that had to feel like one coherent experience.

Built the full web experience in p5.js and React — interactive storytelling front-end, AI integration with Cambridge's psychometrics system, and the educational portal back-end. The narrative engine branches in real time based on the user's psychological profile derived from their Instagram data. Shipped and live. Won two Webby Awards and two Anthem Awards in 2022, among others.