The Feeling of Deeling

As new digital tools have allowed businesses of all types to tap a workforce spread across the country and around the globe, the need for a workforce management solution that can navigate all those complexities is greater than ever.

Enter deel, the all-in-one payroll, HR, and IT services platform for global teams. The rapidly-growing tech solution is one of the simplest-yet-most-powerful on the market, and the brand is ramping up its marketing efforts with a new campaign from a new creative partner - Superbloom House (SBH). This bold new campaign is part of deel's ongoing push to underscore the platform's best-in-class capabilities.

“Deel is a game-changer for businesses, pairing teams with next-level technology that delivers solutions that would otherwise require multiple in-country payroll providers to manage local laws, regulations, and compliance,” said Leslie Lee, deel’s CMO. “We love that SuperBloom House has created a new brand platform and global campaign that riffs on our human-powered technology platform, creating a world and aesthetic that feels as unique to the category as we are.”

SBH is an LA-based independent agency known for its creative-meets-production-meets-entertainment company model, with recent campaigns for Silversea and Tyson Foods. The first campaign from the new partnership launches this month, centered on a creative concept that was inspired by deel itself.

“Deel thinks differently about how to stand out,” said Briony McCarthy, CEO and Founding Partner at SuperBloom House. “It’s exactly the kind of partner we love and we are stoked to have our creativity expanded and minds blown by these new technologies, all while staying true to the humans who power it, much like Deel does. Together the team has created a campaign that feels a little crazy, in a good way.”

Much like the brand, the new work pairs a cutting-edge technology (AI) with good old fashioned human talent to create something new and bold for the category.
Titled “The Feeling of Deeling,” the campaign integrates live action and AI/VFX/CG imagery to grab the attention of small business owners as well as enterprise clients. The push centers on one :30 hero spot and three :15s films, all of which will be translated into multiple languages and run globally across CTV, OOH, and socials including Meta, LinkedIn and YouTube.

It’s a whimsical approach for a category known for listing product features and showcasing white guys in business attire. “The Feeling of Deeling” is when you experience the ease, satisfaction, and organization of deel, it feels like your wildest dreams.

The spots showcase how deel brings a dreamlike euphoria to key moments in your business life, transforming usually mundane daily tasks into mythical cowboy adventures, intergalactic space travel and more.
SuperBloom House accomplished this by showcasing the real world juxtaposed with the dream world of using deel.
The dreamlike sequences were created using Midjourney, creating a blend of AI/CG/VFX graphics, transporting audiences into breathtaking scenes that were achieved in record time (just 4 weeks).

The work is directed by a genre-bending creative talent, Sam Cannon, who is part of SuperBloom House’s Creative Collective — a membership program and active creative community that SuperBloom created to not only give brands access to this unexpected creative talent, but to work with them early in the development process to apply their nuanced expertise to the work,
Cannon’s prowess in practical and CGI effects has become an essential element of her work—often creating the visual effects for projects for Apple, Sony, Adobe, and Nike, along with editorial commissions by The New Yorker, Wired, The New York Times and The Washington Post.
Variety Magazine even named her one of their “10 Storytellers to Watch” in 2021.
SuperBloom brought Cannon into the creative process in its early stages, which proved instrumental throughout the process. She helped clients envision these dream worlds and knew exactly how the transition moments would operate, guiding the Deel team as they ventured into the cross-functional AI / live-action worlds.

"The vision for this campaign was to create something that felt fluid and immersive,” said Sam Cannon, Director and Creative Collective member. “We wanted to blend real-world authenticity with the unexpected beauty of AI and VFX in a way that felt seamless. From the start, I was involved with the team in shaping how we’d transition between the two worlds, making sure each moment captured the unique fusion of human creativity and cutting-edge technology."