Creatives are building technology to reinvent the way advertising is done at Creative Agency Supernatural


NEW YORK & SAN FRANCISCO – (COMMERCIAL THREAD) – A new type of creative agency that uses AI and machine learning to optimize the creative process launched today, with a mission to make advertising as effective and creative as possible. Operating in beta since June 2021, Supernatural has successfully used a combination of AI, ML and human creativity to create ad campaigns for clients like YouTube, KAYAK, Vita Coco, Roman and Sir Kensington’s.

Supernatural is the first hybrid machine / human agency in that what it does is not just “data + creativity” and it’s not just performative technology. They create AI and ML-based “powerful tools” for the creatives who work there, making the creative process faster and more data-driven, and the end result more creative. It’s a way of working that they believe can help agencies keep up with culture and how quickly culture is changing what consumers care about.

“We use machines driven by all that is known about the effectiveness of advertising to speed up the whole creative process – smarter, faster strategies and more precise creative decision-making and task automation, ”said Supernatural CEO John Elder. “It allows us to move forward much, much faster than a traditional advertising agency while delivering groundbreaking creative work. ”

For the online travel platform KAYAK, Supernatural created an ad that captured the feelings people had for wanting to travel again, as Americans returned to travel over the summer. The work resonated and, as the market rebounded, the campaign was a key driver for KAYAK.

“The creation of the Supernatural brand met the moment and greatly contributed to the activity over the summer,” said Matt Clarke, vice president of marketing for North America at KAYAK.

For YouTube, Supernatural helped launch Shorts, YouTube’s answer to TikTok. Leaning into a current understanding of what was trending with Gen-Z in pop culture and online, Supernatural deployed its Gen-Z creative team to make a series of native videos that entertained and highlighted the key differentiators for Shorts.

The humans and machines of Supernatural set out to get people talking about Sir Kensington. Mayonnaise isn’t the obvious place to start for creating culture, but Supernatural created a stunt that came to life in social and real life.

“Supernatural really got creative. We gave them a great case and they were able to bring our brand to life in such a fun and unexpected way, ”said Carlee Delp, Brand Manufacturing Manager at Sir Kensington’s. “The creative work put Sir Kensington at the center of a conversation and really made an impact on the growth of our business.”

Supernatural’s leadership team brings a unique blend of creative, media, management consulting, public relations and client-side experiences:

  • Founder Paul Caiozzo is the creator of some of the most successful campaigns ever, including for Google, Microsoft and Burger King.

  • Founder John Elder started the digital department at Goodby Silverstein & Partners, he was also one of the founders of Heat advertising and was managing director at Deloitte Consulting.

  • Founder Mike Barrett led strategy, research and analysis for UM in North America, served as president of Heat Advertising and director of Deloitte Consulting.

  • Chief Strategy Officer Ashley Williams led media strategy at WPP for Sunday Night Football, the Olympics, NBC News and MSNBC. She has also led cultural public relations for Procter and Gamble and frequently lectures on communications strategy at NYU.

  • Managing Director Melissa Hill is the former Managing Director of Mekanism where she led the business of Peloton, HBO and CocaCola and was previously Head of PlayStation Customer Services at BBH.

“At my last agency, I knew I had to do something different to address this ‘faster, more creative, more efficient’ trend coming from clients,” said Paul Caiozzo, Creative Director of Supernatural. “I needed to start from scratch and create a new kind of creative agency based on collaboration between humans and machines, and that’s the premise of Supernatural. It’s this idea that AI and ML don’t replace creatives or humans – it’s that creative humans work with ‘the machine’ and together humans and machines can accomplish things that neither the machine. nor the human could do by themselves.

About Supernatural

Supernatural is a creative agency where humans and machines play together to create wildly original ideas that no human and no machine could create on their own. The supernatural alliance between ML, AI, and human creativity is helping the agency move faster, make smarter decisions, and impact the world in new ways.

Launched in 2021 with offices in San Francisco and New York City, Supernatural is home to a diverse team of people who have led creative agencies, led management consulting practices, and worked at the intersection of strategy, creativity and of technology.

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