Inside Discord's Wild New Ad and Its Mission of Creating Belonging

CMO Tesa Aragones on building a place where no one feels like an outsider

At companies like Nike and VSCO, Tesa Aragones has built a career around creating digital communities, which makes her perfectly suited to her latest role as CMO of Discord. In our latest episode of On Brand, Tesa discusses her recent work in sharpening the mission statement of the communication platform, and takes us through the brand's new "Imagine a Place" campaign in detail—including a fun and inspiring hero spot that just dropped today. Tesa also talks about the return of emotional storytelling in ads, which brands impressed her during the pandemic, and what she learned from a chance encounter with Rosa Parks years ago.

Below, see Discord's new brand spot:

On Brand is our regular video interview series with CMOs and other top brand leaders. For more about the show, or to take part in the series, please get in touch.

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Tim Nudd
Tim Nudd is editor in chief of the Clio Awards, editor of Muse by Clio, and host of the podcast Tagline. Previously, he was creative editor at Adweek.

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