Ways & Means Brings Superhuman’s AI Productivity Suite to Life in Two New Campaigns

The AI productivity suite Superhuman showcases its full range of capabilities in two new stylistic campaigns, each showing how professionals and students can accomplish more with the growing product suite. Developed and produced by Ways & Means and directed by James Lees, the films bring Superhuman's tools to life through two distinct, character-driven worlds.

For professionals, “The Go Team” shows off Superhuman's myriad products – Superhuman Go, Superhuman Mail, and Superhuman Docs – in three films that draw inspiration from ‘80s action shows and heist films, featuring a crew of characters who make an awesome team working in perfect sync. The whip-fast narrative and high stakes of “The Go Team” lean into the genre homage while making a point about the miraculous ways Superhuman shows up in a time crunch; all while keeping it funny, speedy, and razor-sharp.

Superhuman Go joins the suite’s writing assistant, Grammarly, to help college students tackle their academic careers while still having time to enjoy their hobbies in “Grammarly and Me.” Continuing its work with the platform and the studio’s previous character-based portraits of students, Ways & Means used the campaign to highlight Grammarly's new features. This time, the visual language expanded to make room for Superhuman Go’s integration with Grammarly, bringing in new camerawork that includes a wrap-around motion capture to literally enter each student’s orbit and 16mm film inserts to hone in on the unique objects that make up each interest in the script.

Like “The Go Team” itself, Ways & Means fired on all cylinders to bring this dynamic vision to life, from concept to post. The studio’s in-house approach, which pairs the rigor required by ambitious brands with the instincts of independent filmmakers, also let them seamlessly blend Superhuman’s features into one cohesive story with the rich lives of the characters on screen. Sharp casting brought both worlds of characters to life, with James Lees’ cinematic eye giving “The Go Team” the look and feel of a movie or TV show, and “Grammarly and Me” its elevated portraiture.

Matt Miller, Ways & Means Creative Director said: “I currently share three out of the four hobbies we’ve covered in our ‘Students’ campaign films: baking, pets in art history, and rocks (the last two seen in our initial campaign). So I’m excited to see what potential student hobbies we cook up for future characters and how autobiographical they become. It’s such a pleasure to work with the Superhuman team and our amazing director James Lees. The team at Superhuman are such great collaborative partners, and it’s a joy to bring these ideas to life with them. And James is a perfect partner for such fun and ambitious projects and is always looking for ways to take the visual and narrative language further.”

Leah Pincsak, Super Human VP Executive Creative Director said:

“The unique creative challenge with the professional-angled campaign was telling a vibrant story about a high-performing team working together in a modern context: across offices and across functions, with AI woven in as a key part of their process. For the student videos, the key to success was ensuring that the role of AI was clear (a learning partner, not a cheat code). At the end of the day, despite business goals and product requirements, making sure the output was high-craft and entertaining was just as much a critical benchmark for our brand.”

Shannon Everley, Superhuman Senior Director of Acquisition Marketing said:

"Video has long been one of our most successful mediums to connect with people, so we were excited to partner with Ways & Means to extend that momentum and introduce Superhuman to the world. What I love is how fresh and fun both series feel. Showcasing real, relatable stories with genuine humor is hard to get right, and this team nailed it. I still laugh every time I think about the scooter scenes."