26
2025
Atlanta / GA / USA
Super Nice is an independent creative agency specializing in bold, culture-driven brand platforms that fuse fearless ideas with high craft. We lead with trust, stay agile, and create space for teams and clients to have fun while pushing creative boundaries. From integrated campaigns and social-first content to immersive activations, we move fast, cut through the noise, and deliver work that connects in unexpected and meaningful ways.
11 full time, with 25-30 staff as scale requires
Misfit
We don’t do “business as usual.” No endless decks. No jargon. No pretending to be cooler than the people we’re making work for. The industry’s old rule says you have to be mean to disrupt, we proudly flip that. At Super Nice, disruption comes from kindness, trust, and collaboration. Our process is fast and audience-first: start with empathy, move with agility, and cut the red tape so bold ideas can actually get made. The result? Work that’s fearless, fun, and impossible to ignore…all without the ego trip.
Independence gives us the freedom to build and work differently. At Super Nice, “nice” is our operating system: empathy over ego, agility over bureaucracy, collaboration over silos. Being in charge of our own finances means we can pull the right levers when needed: shifting, flexing, and adjusting to match the moment. Without layers, we move more efficiently. Without holding-company constraints, we give more time to clients, build deeper trust and partnership, and deliver bold work that’s on budget and on shorter timelines. Most importantly, independence keeps us audience-first, focused on culture and people rather than process for process’ sake.
Independence gives us the ability to move differently — to adjust resources in real time, cut out layers that slow momentum, and build trust with clients through transparency and speed. Without holding-company constraints, we can take bigger creative swings, deliver bold work on tighter timelines, and keep the focus where it belongs: on audiences and culture, not process.
That’s exactly what happened with Norwegian Cruise Line. In just eight weeks from brief to launch, we built a full-funnel, culture-driven campaign that pushed the category somewhere it had never gone. Together with our client, we created three national TV and streaming spots, dozens of social-first films, massive OOH takeovers in NYC and Miami, and immersive Escape Hatch activations — including a hidden SoHo pop-up with sand, palm trees, LED walls, and a tiki bar. The work drove record-breaking traffic to NCL.com on launch day, packed activations with thousands of visitors, and lit up social with millions of impressions. It’s the kind of ambition only possible when independence gives you the freedom to move at the speed of culture.
Super Nice was born out of a simple but defining belief: the industry didn’t need another agency, it needed a different kind of agency. After years inside big networks, our founders saw the same patterns repeat: bureaucracy over agility, process over people, ego over empathy. The spark was the realization that bold disruption doesn’t require being cutthroat; it requires trust, kindness, and fearless craft.
That is why Jared Kozel left his role as CCO of VML Atlanta and, alongside longtime collaborators Barry Sonders and MJ Speakman, launched Super Nice in 2025. From the start, the ethos was clear: create a fun place to do big things. “Super” represents the standard of craft we hold ourselves to, and “Nice” is the culture we protect with empathy over ego and collaboration over silos. That combination set us on the indie path and continues to define how we show up for our team, our clients, and our work.
Our biggest challenge has been building at hyperspeed without losing the spirit that makes us different. In less than a year, we went from launch to landing national clients, opening an Atlanta office, and producing a billion-impression campaign. That kind of growth could easily stretch a young agency too thin.
We overcame it by leaning into the values that define us: transparency with clients, trust across the team, and an insistence on staying audience-first. Instead of chasing every opportunity, we built smart systems, hired carefully, and protected our culture of empathy and craft. The result is an agency that can move fast without breaking what matters, proving that growth and “nice” can actually go hand in hand.
Independence is no longer the scrappy alternative, it is becoming the model for how modern agencies thrive. Audiences demand authenticity, and that is the core nature of an independent agency. Brands want partners who are faster, leaner, and more culturally in tune, and independents are proving that you can deliver world-class creative without the overhead and red tape of holding companies.
We see a future where independence is defined by authenticity, agility, empathy, and trust, not just ownership structure. Super Nice plans to lead that shift by showing that you can scale quickly while protecting culture, move at the speed of audiences instead of process, and deliver bold, crafted ideas within budgets and timelines that make sense. Our role is to prove that “nice” wins, and to help redefine independence as the standard, not the exception, for how the best work gets made.
