Discord faced a unique challenge: to the outside world (and specifically marketers), it felt like a blind spot or just a place for gamers. Our objective was to shatter this perception and unlock new revenue streams by visualizing the deep, genuine connections that happen on the platform every day.
We set out to create a hero asset that proved Discord is the home of 'Internet Culture.' However, capturing the authentic 'bedroom vibe' of Discord users usually means sacrificing production value. We refused to compromise. Our goal was to blend the raw, lo-fi authenticity of user-generated content with high-fidelity, cinematic art direction. By utilizing a hybrid AI workflow, we didn't just 'save time'—we unlocked a new form of visual storytelling. This allowed us to transport our talent into hyper-curated, bespoke rooms that acted as extensions of their personalities, proving to marketers that Discord is a vibrant, diverse, and untapped environment for their brands.
Our strategy relied on a synergy between human authenticity and AI efficiency. To demonstrate the true breadth of the Discord community, we broke the standard 'gamer' mold by casting actors who embodied specific internet archetypes—from the cozy creative to the chaotic streamer. These actors needed to deliver the raw energy of internet culture with the technical discipline required for a complex remote shoot.
To navigate the tight timeline, we utilized a custom AI workflow as a virtual art department. By generating bespoke environments, we bypassed complex IP clearances and inconsistent real-world backdrops, giving us total creative control to tailor worlds that amplified each character’s personality. We adopted an 'AI-First' shooting style, meticulously matching lighting and angles to ensure the talent looked genuinely grounded in the space. Ultimately, this workflow allowed us to transcend the physical limitations of a remote shoot, creating a campaign that felt as distinct, limitless, and vibrant as the Discord community itself.
We successfully delivered a high-fidelity brand video that elevated a standard remote shoot in a fraction of the time. We compressed a standard 2-week pre-production timeline into just 2 days. The final video felt distinctly "Discord," playful, imaginative, and deeply human. By skipping the need for props and set logistics, we removed physical constraints entirely. This gave clients the flexibility to make changes to the backgrounds deep into the process, without reshoots. We created 4 unique, stylized environments with $0 spent on props, sets, or shipping. And most importantly, we proved that AI can be used to enhance humanity rather than replace it.
