Case Study: How Aligned Data Centers Used Direct-to-Camera Storytelling to Strengthen Competitive Positioning

Client Overview

Company: Aligned Data Centers

Industry: Data Center Infrastructure, Modular Construction, AI-ready Facilities

Audience: Hyperscalers, AI infrastructure planners, colocation providers, enterprise IT leaders

Aligned Data Centers

Aligned Data Centers is a leader in adaptive modular infrastructure (AMI), designed to meet the demands of AI and high-density workloads. With the market shifting toward racks reaching 600 kW and beyond, Aligned faces the challenge of communicating its technical advantages in a relatable and credible way—while standing out in a crowded, rapidly scaling industry.

The Challenge

In the high-stakes AI infrastructure space, technical specs alone don’t win trust. Decision-makers want proof of innovation and speed, but they also want to hear directly from the people building and operating these facilities.

Aligned needed to:

• Differentiate AMI from traditional stick-built construction and competing modular approaches

• Build credibility through transparent, human-led storytelling

• Show both speed-to-market and readiness for future AI workloads

The Strategic Opportunity

In early 2025, Aligned partnered with MarketScale host Geoffrey Short to present AMI’s advantages in a competitive context, while also encouraging internal subject-matter experts to share their perspectives on camera.

Key strategic drivers included:

Competitive Analysis with ContextShort’s direct-to-camera presentation compared AMI’s performance to industry peers, highlighting:

• <6-month deployment timelines (e.g., 12 MW in Ashburn, VA)

• Sustainability advantages including reduced waste and carbon footprint

• High-density readiness for GPU and AI-driven workloads

• Financial strength backed by $12B in equity and debt

Humanizing Technical LeadershipAligned’s Senior Director of Data Center Engineering, EVP of Operations, and Risk Manager each appeared in short, authentic videos explaining AMI’s impact on uptime, sustainability, and safety—sharing stories in their own words.

Blending Proof and PersonalityThe combined approach positioned Aligned as both a technical leader and a transparent, relatable partner in AI-ready infrastructure.

Campaign Execution

Post-Event & Direct-to-Camera Content

• Competitive narrative anchored by Short’s market comparisons

• Expert-led videos from engineering, operations, and risk management leaders

• Modular storytelling format for easy sharing across LinkedIn and digital channels

Scaling Internal Voices

• Encouraged more employees to participate in content creation

• Lowered barriers by using simple, direct-to-camera formats

• Integrated content into ongoing marketing cadence

Extending Market Reach

• Positioned videos to appeal to both technical decision-makers and business executives

• Repurposed segments for client presentations, social media, and thought leadership articles

Impact & Industry Metrics (Projected)

Potential Outcomes

• Increased engagement rates on videos featuring real employees

• Stronger recall and trust due to transparent, relatable delivery

• Broader reach into hyperscale and enterprise buyer segments

Strategic Advantages

Goal	Traditional Approach	Aligned’s Direct-to-Camera Approach
Market Differentiation	Feature lists and static collateral	Competitive video analysis with clear proof points
Trust Building	Polished corporate messaging	Subject-matter experts speaking authentically
Content Velocity	Event-driven bursts	Ongoing series featuring multiple departments
Industry Positioning	Infrastructure provider	Strategic, AI-ready partner

Lessons Learned

• Blend Competitive Proof with Human Voices: Technical advantage resonates more when delivered by those building it.

• Lower the Barrier to UGC: Simple formats like FAQ videos and employee spotlights can scale quickly.

• Leverage Funding as a Trust Signal: $12B+ in backing reinforces long-term stability and delivery capability.

Conclusion

For Aligned Data Centers, direct-to-camera storytelling transformed AMI from a technical product into a trust-building narrative. By combining competitive insights with authentic employee voices, Aligned strengthened its position as a leader in AI-ready infrastructure—proving that in B2B, proof plus personality is a winning formula.