Dreaming of DEELING

Deel, the rapidly growing all-in-one payroll, HR, and IT services platform has spent the last year ramping up its presence across brand partnerships and category-first crypto integrations. This month it’s debuting a new, 100% AI-generated creative campaign from Superbloom House (SBH).

Called “Dreaming of DEELING,” the campaign expands on the hybrid AI-powered visuals from last year’s “Feeling of Deeling” work, visualizing more expansive, dreamlike worlds where Deel customers are transported to a space where their emotional needs are met. “Dreaming of DEELING” integrated AI from idea to execution, with the only human-developed element being the creative copywriting. This push to a fully-AI generated workflow is an intentional evolution from the brand's first campaign, which used hybrid AI and real actors and real production set design with transportative AI world building.

The concept was taken to new heights thanks to Creative Collective member, Si Parmeggiani (the AI creator behind Neptunian Glitterball, a viral IG followed by creative tastemakers like Darren Aronofsky, James Gunn and Will.i.Am). Si worked with the agency creative team from start to finish, helping not only create a new visual brand identity and virtual world inspired by real world customers, told through a series of 30 second spots, rolling out globally from February into May. The worlds created by Si and produced by SuperBloom will include an entire package of creative assets that the brand can customize and leverage across its lower-funnel executions, giving the campaign continued life far beyond launch.

The campaign includes the launch spot, as well as two other :30 films (coming in March), a host of digital ads, and a series of massive OOH work that will be used to ambush dream locations like SXSW, host cities for the 2026 World Cup, and conferences and key events in Vegas.

For the campaign, SBH tapped Parmiggiani to leverage his deep knowledge of creative technology and expertise in AI. Si acted as not only a technologist and practitioner of AI worlds, but also the Co-Creative Director, leading art direction and design across all creative, including still imagery and video.

Si was a key member of the creative team, working alongside SuperBloom Creative Director to create the original visual worlds and characters using AI technologies, creating prototypes, alternative realities and vision boards.
Si worked in Krea AI, which serves as a high-velocity command center, bridging the gap between initial ideation and final delivery by integrating leading video models like Runway, Pika, and Luma directly into its real-time workspace.
This unified pipeline allows Si, supported by an official Krea partnership, to storyboard with Flux-driven precision and upscale assets to 4K resolution without the friction of switching platforms. The result is a streamlined, "all-in-one" workflow that transforms raw concepts into cinematic reality with unprecedented speed and artistic consistency.

Keeping the team tight, the Creative Collective utilizes multi-hyphenate makers, facilitated experimentation, real-time high-fidelity prototyping, and collaboration along the way. It also offered a new experience for the brand team, who served as creative collaborators, not just clients, consulting on brand worlds with visibility into the end product from the very first day of creation and well before the work launched- taking the “big surprise” out of the traditional client pitch backs.

How SBH’s Production Model Works
The project is a prime example of SBH’s unique creative and production model, which pairs brands with specialist creatives (selected specifically for the needs of the client/project) and a lean-team of advertising creatives to work in close collaboration from start to finish. This approach offers brand marketers access to talent they wouldn’t typically find, while also allowing them to work faster, create more flexible outputs from shoots/projects, and to push the boundaries of what working with an agency should look like.

That process relies on SBH’s Creative Collective (a group of 200+ non-advertising creatives—TV producers, AI experts, choreographers, chefs, etc.) to bring tailored expertise, viewpoints and ideas to brand marketers. Appointing Creative Collective talent embedded with the SBH team flips the traditional creative process on its head, bringing in outside experts for the entire project, rather than handing off scripts/concepts during the production phase when experts have less input and influence on the final project.