Discord debuted on Friday with its first branded short film with celebrity guests Danny DeVito and Akwafina.
« Discord – The Movie, » a five-minute film directed by Discord Chief Marketing Officer Tesa Aragones and Creative Director Bemnet Yemesgen, created with the agencies AKQA and Riff Raff, builds on the platform’s “Imagine a Place” campaign launched in May.
The film uses live action, CGI and animation to guide Devito and Awkwafina through a journey guide what Discord means to its users. The stars were asked to “imagine a place” where people shared similar interests in different scenes, including a dimly-lit mud tavern, a DeVito-inspired egg chamber, and a pirate adventure on the open sea.
About the film Discord took inspiration from its users. The film even quotes real Discord users at times. The film also features a range of talent in each Discord « world » to show the diversity of the Discord community, Aragones said.
« [The Talent Lineup] gives me great hope for our corporate vision, » she said . « The way we define success is an inclusive world where nobody feels like an outsider, and the stories in this film really help bring that to life. » Latin music artist J Balvin, social media influencer Bretman Rock and YouTubers MrBeast and Marques Brownlee.
The film will be shown on social media such as YouTube, Snap and TikTok, as well as on Hulu. The ad will also air on NBC during the Tokyo Olympics and MTV Video Music Awards.
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