Discord goes big for April Fools. In 2021, we added a limited time mode called "Sound Packs", a set of new and very, very different notification sounds than the Discord standard, including Lil Yachty, an uncle, and pure chaos. For a day, your message notifications became Lil Yachty singing to you, the Wilhelm scream, or your Uncle asking "are you winning, buddy?" With the idea ready, we needed a video concept to bring it to life. I worked with the amazing Kevin Tang (lead animator) to develop a script and then got the honor of directing Lil Yachty's intro video and notification sound recording.
The results were awesome with 6.2 million organic social impressions and 1.2 million trying the sound packs. Like Lil Yachty said, "Get ready for the craziness." Contribution:Copywriting, Concept Development, Voice Over Direction, Production, Post Production