Picture a brand shoot in South Africa. The photographer is still working, the light is still good, the team hasn’t broken for lunch. Back at HQ, images are already being pulled into Krea, edited, varied, and tested. By the time the crew packs up, the team has confirmed that what they shot will scale into everything the campaign needs.
"What used to take five days, we now do in one. Krea gives us the other four back."
Superside is an AI-first creative partner working with enterprise marketing teams at companies like Intuit, Amazon, DoorDash, Figma, and Reddit. Their team spans filmmakers, animators, brand managers, graphic designers, and creative technologists - all remote, across more than 60 countries, sharing the same client base. Getting that team onto a single creative platform was the work. Here is how it happened.
From “close enough” to “blind prompting”
For decades, agency workflows looked the same. Teams spent days, sometimes weeks, going back and forth with clients to nail down a brief. Stock photography filled the gaps and got everyone “close enough” to the idea in the client’s head. What followed was familiar to anyone who has lived it. Multi-day shoots, long review cycles, and final work that occasionally still missed the mark.
When AI tools first arrived, they added complexity before they relieved any of it. By 2023, Superside was contending with the kind of AI sprawl that has quickly settled across a lot of creative teams. People were scattered across Midjourney, ComfyUI, and a handful of others, each tool with its own quirks, its own logins, its own learning curve.
"Clients no longer have to rely on stock as a reference. They can now show a much closer version of their intent — and the more visual the brief, the better the outcome for creative teams."
Anthony Higgins, Group Creative Director, Automation & AI at Superside has a name for what happened next: “we saw a rise in what I call ‘blind prompting’ - teams testing the same idea across different models with no clear system, which quickly became inefficient and costly.”
One platform for every skill level
The fix for sprawl is rarely another tool. It is usually one tool that quietly absorbs the work the others were doing. When Superside looked at which platform to consolidate around, Krea kept coming back as the answer.
"In 2025, around 80% of our AI-generated work ran through Krea. Its ease of use made it scalable across the entire team."
Krea worked for everyone, across skill levels and disciplines. The interface is approachable enough that both the team and clients use it for concepting and production. Underneath that simplicity sits the depth needed for programmatic campaigns and creative work at scale.
From brief to campaign-ready assets
Today, Superside builds end-to-end workflows in Krea that move from image generation into resizing, formatting, and video variations. They train custom LoRA models on client brand assets, which has shifted how clients arrive at a brief. Many of those clients have been onboarded directly onto Krea, with dedicated LoRAs set up so they can generate visuals to bring along with their thinking.
Product work has seen some of the clearest gains. Below is a real example of how Superside uses Krea’s node-based workflow to take a product from a single reference image to a full set of campaign-ready outputs without a traditional shoot.
The workflow runs in a few connected steps:
- Start with your raw material: bring in a real photo (the two men in the office) as base. This locks in the people, their poses, and their expressions.
- Set the style you want: feed in two style reference images (the polished editorial portraits) to tell Krea what the lighting, environment, and overall aesthetic should look like.
- Get a photorealistic output: Krea combines everything - keeping the original people and poses exactly as they were, but placing them into a new, refined office environment that matches your style references.
One prompt, one click, production-ready result.
Specifically for product teams, traditional photography is one of the most time-consuming parts of any campaign - coordinating shoots, booking studios, waiting on retouching. For Superside’s clients, that bottleneck is gone.
"For product use cases, like a pair of sunglasses, we can generate consistent angles, variations, and model shots without the need for a traditional shoot."
The shoots that still happen have changed too. Reference photos and shot lists now arrive more specific than they used to. Production teams have better material to plan around, which makes the day on set more efficient.
"By combining reference poses with model inputs, we can reach the desired outcome significantly faster and with much higher precision."
A shared language for a global team
The most meaningful shift has been a cultural one. Superside’s team spans every level of AI fluency, from creative directors who were exploring early generative tools to designers who joined a few weeks ago. Krea has become the common ground that holds all of them. Newer team members can start with a simple prompt or pick up a workflow someone else has already built. More experienced users keep building deeper pipelines on the same platform.
"We went from a small group of around 20 expert users, to the majority of the team using it, as the platform became significantly more accessible."
The South Africa shoot is what it looks like when the system works. A photographer on one continent, a model being trained at HQ, outputs ready to review before the crew had finished packing up. That kind of speed happens when a whole team is working from the same platform.
For Superside, that platform is Krea.
Curious what Krea could do for your team?
Get started here.png)
