Episodes

A former Wall Street Journal photojournalist just explained why your production budget is about to become irrelevant.

Matthew Craig built a global visual storytelling network for brands like Airbnb and Google. Now he’s running AI workflows in parallel with live shoots—and the “impossible” shots are getting cheaper than stock footage.

His prediction? The entire industry is asking the wrong question.

Here’s what he shared in our latest Super Unfiltered conversation:

• The parallel pipeline: While his team films real people, AI models train on the exact same brand guidelines. By post-production, they’re synthesizing product shots that would’ve cost $50K and taken weeks. Clients can’t tell the difference.
• The microwave vs. the kitchen: Most creatives use AI like a microwave—type prompt, get random output. Matt’s team uses Stable Diffusion like a full professional kitchen, controlling lighting, motion, climate, and environment with the precision of a DP. The gap between these approaches is the gap between amateurs and agencies in 12 months.
• The homogenization trap: Every Midjourney output looks the same because it’s trained on the statistical average of the internet. The agencies that survive will be the ones capturing their own training data during live shoots—building proprietary visual languages that can’t be replicated.

The uncomfortable truth? Stock footage research used to take hours. Now generative synthesis is faster AND cheaper. The only question is whether you’re still paying for the old way.

His boldest prediction for 2026: Audio. Voice becomes the primary human-computer interface, and musicians start building hyper-curated AI models. The music industry’s copyright battle will make visual AI look like a warmup.

A D&AD Yellow Pencil winner just admitted something most creatives won’t say out loud.

Ronaldo Cordova, who went from Ecuador to winning one of advertising’s most prestigious awards, uses AI on every brief. Even when clients explicitly say “don’t use AI.”
His logic? They’re buying the work, not the process.

Here’s what he revealed in our latest Super Unfiltered conversation:

• The invisible revolution: While agencies debate AI ethics, Ronaldo uses ChatGPT, Midjourney, and Runway on client work—and clients never notice. They just see award-winning results delivered faster.
• The beer refill campaign: His breakthrough idea came from a morning journal entry, refined with ChatGPT, and produced using AI tools. Traditional approach? Weeks of production. His approach? Days. Same Yellow Pencil outcome.
• The 1-2 year warning: Tools that turn a single image into commercial-grade video already exist. In two years, anyone can recreate Will Smith eating spaghetti at broadcast quality. The creative who can’t adapt will be the one holding the old Bose headphones.

The uncomfortable truth? The industry’s AI debate is already over. The winners just stopped asking for permission.

His prediction for 2026: Agencies shift from billing hours to billing outcomes. If AI lets you finish in 3 hours what used to take 30, should you get paid less—or more?

When execution becomes free, what are you really selling?

Milton Correa and Jones Krahl just revealed something uncomfortable: the ad industry’s sacred “1% idea, 99% execution” rule died.

AI killed it.

Here’s what they shared in our latest Super Unfiltered conversation:

• The vinyl-doll paradox: A trend went viral not because of production quality (AI made that accessible to everyone), but because the concept was novel. When everyone has the same tools, the idea is all that’s left.
• Personalization at scale is table stakes: Their clients aren’t asking if they can create thousands of personalized ads. They’re asking what comes after they can do that effortlessly.
• Taste is the new competitive advantage: Rick Rubin gets paid millions for his taste, not his technical skills. In an AI-rich world where a graduate student can build a website in 30 seconds, your ability to discern what’s worth making matters more than your ability to make it.

The uncomfortable truth? If AI can execute your idea as well as you can, you weren’t really a creator, you were a production assistant.

The non-negotiable skill now isn’t what you know today. It’s how fast you’re willing to learn while everything changes.

Former Cadillac CMO and Forbes 50 Most Influential CMO Melissa Grady Dias joins Super Unfiltered to share how she turned pools into insights, why human judgment beats artificial intelligence, and what marketers need to stop doing right now.

What you’ll learn:

• Why the future belongs to individuals who master workflows, not just disciplines
• How AI gives everyone a “chief of staff” at their fingertips
• Why human intervention remains non-negotiable as platforms auto-optimize
• Her unconventional AI use cases, from instant presentations to ChatGPT as a brainstorm partner

“Don’t let fear stand in the way of trying something. Once you start getting into it…baby steps can happen in a day.”

Most leaders know they should be adopting AI. But knowing and doing are very different things, especially when your team is skeptical, overwhelmed, or waiting for someone else to go first.

Taryn Crouthers didn’t wait. As a leader at ATTN:, she co-hosted the Women in AI Summit and helped launch a cohort specifically for women in media and marketing who felt left out of the AI conversation. Not because she was a technical expert. Because she asked: “Why not me?”

In this episode, Taryn and Elana King, Supergood’s Head of Client Service, dig into what it actually takes to move a team from AI-curious to AI-capable. They talk about the 100+ time-sucking tasks ATTN: mapped to AI solutions, the real blockers that showed up (spoiler: it’s not always the tools), and how leadership has to change when you’re guiding people through something this uncertain.

This is a conversation about courage, not credentials. About building confidence through community, not just training decks. And about what it looks like to lead when there’s no playbook yet.

If you’re a marketing leader trying to bring your team along, not just push them forward, this one’s for you.

Most CMOs have run an AI pilot by now. Maybe it generated some social copy. Maybe it helped with research. But when it comes to turning generative and agentic AI into actual brand growth? That’s where the gap gets real.

Carole Irgang, CEO of Red Shoes Marketing, has spent her career helping brands find growth in the space between strategy and execution. In this episode, she and Supergood’s leadership dig into the hard question: How do you move AI from interesting experiment to measurable business impact?

You’ll hear how leading CMOs are thinking about the difference between generative AI (creating content) and agentic AI (making decisions), where the ROI actually shows up, and what it takes organizationally to make AI a growth driver rather than just a cost-saving tool. Carole breaks down the frameworks she’s seeing work—and the expensive mistakes teams are making when they confuse automation with strategy. This isn’t about using AI to do marketing faster. It’s about using AI to do marketing that actually matters.

AI isn’t coming to marketing, it’s already here. But if you’re a CMO trying to separate signal from noise, good luck. Every vendor promises transformation. Every conference has an AI track. And yet most marketing leaders are still figuring out what actually moves the needle.

That’s why we’re launching Super Unfiltered.

In this intro episode, Supergood’s leadership lays out the mission: have the honest conversations the industry needs but isn’t having. Not another hype cycle podcast. Not a victory lap tour. Real talk with CMOs who are in the trenches: testing, failing, learning, and building the practical application playbooks that’ll define what marketing becomes next.

We’re exploring what’s actually working, what’s expensive theater, and how the smartest leaders are navigating a moment where the rules are being rewritten in real time. Because the gap between AI’s promise and marketing’s reality? That’s where the interesting work happens.

If you’re a marketing leader tired of thought leadership that stops at thoughts, you’re in the right place.

We’re Supergood, an AI-native creative agency built for brands ready to move differently. Powered by our proprietary platform and enterprise grade data stack, we deliver work that’s 2x faster and 2x more effective than traditional agencies.

This is Super Unfiltered. Let’s get into it.