SuperBloom House Taps Non-Ad Talent for Creative Roster

In a significant move to diversify its creative output, SuperBloom House, an independent agency with bases in New York and Los Angeles, is actively integrating talent from outside the traditional advertising sphere. The agency has launched “House Players,” an exclusive roster of 35 non-industry creatives poised to collaborate on various brand and entertainment endeavors, emphasizing shared profits and early-stage creative input.

The House Players represent a broad spectrum of artistic and technical expertise, including choreographers, reality television producers, documentarians, AI artists, and chefs, among others. Each participant is expected to engage in two to three major projects annually, with arrangements that may include profit-sharing or the retention of ownership over original intellectual property developed through their work. This often extends to the ability to monetize their creations beyond the initial campaign, through licensing, adaptations, or further extensions.

These 35 individuals are drawn from SuperBloom House’s larger 300-member Creative Collective, a global network encompassing filmmakers, musicians, and cultural innovators. Notable figures on the House Players roster include Brazilian choreographer Sérgio Reis, recognized for his collaborations with artists like Troye Sivan and brands such as Gap and Charlotte Tilbury, and director and cinematographer Alice Gu, acclaimed for her documentary The Donut King.

Mitch Eisner, who heads the Creative Collective, explained the rationale behind the initiative, stating that the agency sought to focus energy on individuals who approach creative challenges from fundamentally different perspectives. He emphasized that the program extends beyond mere project-based hiring, aiming instead to foster a vibrant community and cultivate collaborations that might even exist independently of SuperBloom itself.

House Players are deeply embedded in projects from their inception, sometimes contributing ideas even before a formal brief is finalized. They are compensated for both their conceptual input and their production work. While rates vary based on project scope, members can earn income through participation in pitches, licensing existing intellectual property, and delivering finished creative work.

The program has already yielded tangible results. For instance, House Player and reality TV executive Cooper Green collaborated with SuperBloom House to develop Mystery Voyage, a murder-mystery competition series for Virgin Voyages. The roster has also lent its diverse talents to major campaigns, including Tyson Foods’ “Always Been Tyson,” Tripadvisor’s global brand film “We’ve Been There,” and Topo Chico’s portrait series featuring Los Angeles artists.

SuperBloom actively promotes the work of its Collective members through a quarterly print and digital zine and a bi-monthly newsletter. Each zine issue explores a specific theme, with past editions showcasing essays, photography, and art from various members. The current edition, which delves into the complexities of reality versus artificial intelligence, is distributed directly to brands and creative leaders and will specifically highlight the contributions of the House Players.

The agency intends to maintain the House Players roster at its current size, with members rotating to ensure a dynamic and fresh mix of talent. Chief Creative Officer Heather Pieske affirmed that every individual in the program is personally known to the agency, allowing for consistent opportunities.

Founded in 2020 and supported by Mother Ventures, SuperBloom House was conceived as a spin-off from the creative agency Mother. Its core model involves merging traditional advertising expertise with cultural talent from diverse fields to produce compelling branded content. Over the past year, the agency has partnered with a range of prominent clients, including Sonic Drive-In, Tyson Foods, Virgin Voyages, Sundance, Simon Malls, and Deel.

At a time when artificial intelligence is increasingly influencing creative production, Pieske underscored that the House Players program serves as a testament to SuperBloom House’s unwavering commitment to human creativity. She cautioned that losing the “warmth of a human touch” can steer creative endeavors in an undesirable direction, highlighting the program’s dedication to authentic, human-centric innovation.