Tess is a Senior Content Specialist at Superside, where she crafts compelling content for SMBs and enterprise businesses. With over 10 years of experience, Tess has honed her skills writing for both B2B and B2C audiences, working across agencies and in-house creative teams. Her expertise spans industries, including international relations, tech, hospitality, and the music industry, where she has a knack for blending storytelling with strategic insights. When she’s not busy writing, you’ll likely find her curled up with a good book, binge-watching the latest Netflix obsession or hiking.
AI isn’t short on hype—or expectations. But meeting those expectations takes more than plugging a tool into your workflow.
According to Superside’s Breakpoint research, 92% of executives expect higher-quality work because of AI. With 79% of teams feeling pressure to implement AI, it’s easy to move fast without setting standards.
Creative impact can’t be captured by a single metric or mood.
But it is visible in results—and few understand this balance better than Superside's Gradwell Sears, Chief Creative Officer, and Josh Mendelsohn, Senior Director of Product Marketing.
Great campaigns don’t just look good—they perform. But getting creative to yield real business results requires more than just good instincts or a clever tagline.
In today’s landscape, where every impression counts and attention is scarce, you need strategy. You need insight. And most importantly, you need alignment between the creative and the data.
There’s no singular formula for breakthrough creative.
But if there’s a throughline, it’s this: The formats you choose matter as much as the message you’re trying to send. In an era where attention is currency, getting the right mix of video, visuals and content isn’t just a nice-to-have—it’s a growth imperative.
When creative demand spikes but team size stays lean, many marketing and creative leaders face a familiar and pressing dilemma:
How do you scale output quickly without sacrificing quality or burning out your team?
In an era where video is one of the most powerful tools in a marketer’s arsenal, too many teams still treat it like a one-off deliverable. They respond to scattered requests, chase vanity metrics and end up stuck in a cycle of reactive production. But what if video could do more—much more?
Andrei Vexler, Senior Director of Video Marketing at Kaseya, focused on this topic during Superside’s Insider Summit. Vexler drew on decades of experience across agency and in-house roles to show how a video strategy can evolve from a cost center to a growth engine. Through stories, frameworks and tactical advice, he outlined a model where video becomes a scalable, strategic function deeply tied to business outcomes.
What does it take to build campaigns that resonate, scale and actually move the needle? At Superside’s Insider Summit, we got the answer straight from the source.
Four bold creative leaders—Ty Haney (Outdoor Voices, Try Your Best), Andrei Vexler (Shopify, Kaseya), Udi Ledergor (Gong) and Maureen Carter (Nike, BET Networks)—pulled back the curtain on the strategies, systems and mindsets behind some of today’s most iconic marketing moves.
In a world increasingly powered by artificial intelligence, creatives might wonder: is AI a threat to creative authenticity—or a catalyst for it?
For Jessica Rosenberg, Creative Director at Jasper, the answer is the latter. Rosenberg lays out a clear, human-centered framework for embracing AI in the creative process. Her philosophy isn’t about replacing human ingenuity—it’s about amplifying it.
If you're wondering what the future of creative work looks like, Fredrik Thomassen, CEO and founder of Superside, has a pretty clear answer: it's fast, borderless and powered by AI. In a recent episode of Lead The Team podcast, Thomassen dropped his insights on the transformation happening at the intersection of creativity, automation and global talent—and how Superside is riding that wave with confidence.
