Discord, the voice, video and text chat app is kind of a lot of things for a lot of people. Like, a lot, a lot.
In fact, the platform means so much and is so many different things to its community of 150 million users, that how the devil do you even begin to describe this indescribable world?
Client: Discord Role: Creative Director
Agency: AKQA Year: 2021
Discord's first ever global campaign, they wanted to explain its purpose to the world. The only question, how?
We simply asked the Discord community. Setting up a server on Discord, we probed the users with questions on how they would describe the platform. With assurance, their vision would be brought to life.
Using the metaphorical device of Imagine a place ________ the replies were funny, surreal, moving, emotional & nonsensical.
Every user's suggestion formed part of campaign, from who we cast, to the look of the scenes themselves.
For example, we asked, "if Discord was a person, who would it be?" The overwhelming, maybe slightly peculiar answer, "Danny Devito."
A full movie devoted to the wonderful users. A film to explain just why Discord is Discord.
The movie’s wild narrative journey is inspired by those improbable metaphors, provoking unexpected twists and turns, and sudden jumps from world to world, live-action to CGI, stop-motion, claymation to 2D animation. A world as rich and diverse as the Discord platform.
The user's input became our inspiration across all touch points, from social to outdoor, everything came from the Discord community.
Results in numbers_
Vimeo