HELPING DOORDASH SCALE MARKETING CONTENT WITH AN AI CONTENT SYSTEM
THE ASK
DoorDash was looking to modernize their photography workflow to create high-quality lifestyle and partner content at scale—without compromising brand safety, consistency, or creative standards.
DoorDash had been using a traditional photography and photo retouching production approach, but wanted to scale the output of images and b-roll videos to have more flexibility and range.
THE SOLVE | A SCALABLE AI CONTENT SYSTEM
Tool developed a flexible AI powered content system centered on lifestyle moments: sharing meals with friends and family, saving time on grocery shopping, and coming home to a fresh meal after travel.
We created both stills and b-roll footage. To offer maximum flexibility, we left the screens blank so that DoorDash can easily swap out their interface and partners can add their proprietary content.
CREATIVE DIRECTION
The work was grounded in DoorDash’s existing brand guidelines. Each image depicted a modern, relatable use case, supported by bright, optimistic imagery that reinforced ease, trust, and togetherness—familiar without feeling repetitive.
AI WORKFLOW & EXECUTION
Using AI required a different production approach than traditional shoots. Tool built an iterative workflow designed for incremental feedback, allowing DoorDash to review and refine work at every stage.
We established clear guidelines early to define how AI would be used responsibly and effectively, setting internal standards around brand safety, revision cycles, and creative guardrails.
To achieve visual consistency and brand fidelity, we developed a bespoke training approach focused on the specific brand attributes DoorDash wanted to retain—tone, composition, lighting, and emotional register. This allowed the system to generate imagery that was immediately recognizable as DoorDash, while still leaving enough creative territory to explore new scenarios and ideas.
Consistency and fidelity were the twin goals: maintain a cohesive visual language at scale, while introducing just enough variation to keep the work fresh and forward-looking.
IMPACT
In six weeks, Tool delivered 4× more content than a comparable traditional shoot — while needing 50% of the budget.
The result was a scalable, collaborative framework that delivered speed and efficiency without sacrificing creative quality.
