Supermemory

Supermemory sells memory: an API that lets AI apps remember their users. Genuinely useful, genuinely hard to explain, and completely invisible. There is no interface to point a camera at, and the audience lives on X, where anything that smells like marketing is dead on arrival.

So the actual job was translation: make a complicated product make sense to a normal person, again and again, without it ever feeling like homework.

I developed a deliberate style for Supermemory’s X presence: short comedy skits and relatable situations that carry real product education inside them. A video can open as a joke about your AI forgetting everything and land as an explanation of what a memory layer actually does.

Two rules kept it honest. Every video had to be worth watching even if you did not care about the product. And every video had to teach something true about it. Funny gets people to stop. True is why they remember it.

This one ran through Memetic Design, the studio I work with, with me responsible for executing the whole system: concepts, scripts, direction, edit and motion. Ideas were brainstormed with the Supermemory team, tested in public, and kept or killed on one question: did it actually make the product make sense.

That loop is fast by design. A format that works becomes a repeatable template. One that does not is gone by next week.

A single launch video gets one day of attention and then expires. A format compounds: by the time a feature ships, the product already has a visual language people recognise, so every new piece reads as part of something rather than a one-off. Any single video is replaceable. The system is not.