Roughly 100 days from the US election, the battlelines in the campaign to be president are clearly drawn between Republicans and Democrats.
But in an odd twist, a group of conservatives are turning on their own side in a bid to see Donald Trump defeated in November.
One anti-Trump initiative in particular is starting to make waves. And one of its members is married to Mr Trump's closest ally.
While political advertisements usually try to win the hearts and minds of voters, the Lincoln Project says it has a target audience of just one man: Donald Trump.
They want Mr Trump to lose the election — and believe the best way to do that is by trolling him online and on TV through political advertising.
Take for instance, their #TrumpIsNotWell campaign.
The video showed clips of Mr Trump holding a glass of water with two hands, and taking tiny steps down a ramp at a graduation ceremony in June.
"The most powerful office in the world needs more than a weak, unfit, shaky president. Trump doesn't have the strength to lead, nor the character to admit it," the ad says.
"We're not doctors, but we're not blind. It's time we talk about this. Trump is not well."
Days after the 45-second video circulated online and was shown on some cable news stations, Mr Trump railed against the claims in a rally in Tulsa.
"We are able to know very quickly … how badly it affected Trump, how much he lost his mind about whatever we did that day or that week," Mr Wilson says.
So what made these conservatives turn their backs on a Republican President?
The Lincoln Project founders include the husband of a Trump ally
The Lincoln Project was formed in December 2019 by several prominent conservatives, including the husband of one of Mr Trump's closest aides.
George Conway's wife Kellyanne helped Mr Trump win the election in 2016 and now serves as a special counsellor to the President.
Though it gets awkward on Twitter occasionally, it appears the couple have agreed to disagree when it comes to Mr Trump.
Other Lincoln Project founders include Steve Schmidt, who ran John McCain's presidential campaign in 2008, and Sarah Lenti, who worked for former president George W Bush and Condoleezza Rice.
The group received more than $23 million in April and June of this year, through donations mostly from progressives and Democrats, but there remains speculation about their overall strategy.
They have endorsed Democratic contender Joe Biden, but some US political analysts believe the Lincoln Project's main aim is to hand back control of the Republican Party to more moderate, establishment figures.
Why have these conservatives turned on Trump?
While they're all Republicans, the Lincoln Project founders say they are appalled by the Trump presidency and the members of their party who support him.
"He has neither the moral compass nor the temperament to serve," they said in a New York Times op-ed in 2019.
Commentator, and former Barack Obama aide Dan Pfieffer, says the group's ads "are basically porn for people who hate Trump".
While donations are rolling in and their scathing attack ads often go viral, political experts are divided about whether the Lincoln Project is actually helping Mr Biden get elected.
Is the Lincoln Project just online bullying?
It appears the group wants to go beyond its anti-Trump message and spark a wider reckoning among conservatives.
Its "Flag of Treason" video highlights how the group has sought to attack Mr Trump on certain issues, including racism and support for the Confederacy.
The group is also targeting several Republican senators up for re-election in November, including Majority Leader Mitch McConnell and Lindsey Graham.
The Lincoln Project founders have hit back at accusations that they are mean-spirited, saying they want to beat Mr Trump at his own game.
"You know what? Biden's campaign and a lot of other groups have tuned up their edge. And if we're leading the way on that at all, I'm proud to say we don't bring any dull knives to this fight," Mr Wilson says.
Given that Mr Trump has made his election campaign personal, calling both former and current political opponents names, some argue it is the President who has opened himself to these direct attacks.
Mr Pfeiffer says there is merit in trying to distract the President and throw him off his game.
"Time is the only non-renewable resource in a campaign and every day that Trump spends publicly adjudicating a dispute in the Conway household is a day he isn't making the case for his own re-election," he says.
Trump has taken the Lincoln Project's bait
Mr Trump has unwittingly become one of the group's most effective spokesmen.
In early May, the Lincoln Project circulated an ad blaming the President for the country's spiralling coronavirus crisis.
"There's mourning in America," the ad says, in a play on Ronald Reagan's famous 1984 'Morning in America' slogan.
"Under the leadership of Donald Trump, our country is weaker, sicker and poorer. And now, Americans are asking, 'If we have another four years like this, will there even be an America?'"
Soon afterwards, at 1:00am, Mr Trump began tweeting his thoughts about the Lincoln Project, ensuring those Twitter users who hadn't seen the ad would seek it out.
While American progressives may be enjoying the Lincoln Project's antics, and some are even donating to the cause, other Democrats are not so sure.
The Lincoln Project say they haven't thought much about whether they will continue if Mr Biden is sworn in as president in January 2021.
They may end up deciding to use their tactics for the conservative side again.
But in the meantime, their goal remains to stop Mr Trump from having another four years in the White House.
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