I frankly don't know what his strategy is.
All he had to do was play the electability lane and cast Trump as unelectable- a dude that lost the last election, lost Georgia, and has multiple indictments and impeachments.
Instead he runs a homophobic and transphobic ad that looks like it was made by 4Chan and has made alienating culture war stuff his entire campaign.
He's done nothing to target the Republican swing voters that voted for Biden in 2020 and he's making sure the Never Trumpers go to people like Pence.