The Mindful Marketing Podcast

Episode: Making Business Feel Fun Again with Jessica Santise
Host: Andréa Jones
Guest: Jessica Santise
Date: October 21, 2025

Episode Overview

In this lively episode, Andréa Jones invites Jessica Santise (aka the "GIF Queen") to explore how business can be fun, creative, and deeply personal—especially when you're willing to break free from staid or expected marketing frameworks. Together, they discuss Jessica’s iconic use of GIFs, her passion for Halloween-themed branding, how to “brand the details,” and her signature "Tales from the Back End" Summit. The conversation is full of playful energy and actionable inspiration for entrepreneurs ready to infuse more joy and personality into their work.

Key Discussion Points & Insights

Jessica’s Journey into GIFs and Playful Branding

• Origin Story
  • Jessica’s creative spark began in a corporate tech setting, making funny GIFs of coworkers during slow overnight shifts.
  • A coaching group (led by Molly Mahoney) encouraged her to lean into GIF creation and teach others.
• From Corporate to Creative
  • Jessica used her background as a video editor and motion designer to develop her “GIF Yourself” course in 2020, helping people add playful elements to their businesses.
• Play as an Act of Rebellion
  • Jessica frames her branding as a deliberate move away from buttoned-up, corporate traditions, explaining,

    "I feel like I'm just a kid in school playing again." (05:22, Jessica)

The Art & Process of GIF Creation

• How Simple It Can Be
  • GIFs can be as basic as two photos with movement between them—essentially, a digital flipbook.
  • Jessica describes her creative process and the fun in seeing the results become part of business communications.

  • "It's just a little snippet of video that loops. There's no sound... It's the digital version of a flipbook." (04:02, Jessica)

• Making it Personal and Memorable
  • Jessica shares stories of her favorite creations, including costumed holiday GIFs and playful client work.
  • Notably, she crafted a meme-inspired GIF for Tasha Booth, reimagining "everything is fine" in a kitchen with animated flames:

    "Getting paid to do this is wild." (06:22, Jessica)

Halloween as a Branding Canvas

• Why Halloween?
  • Jessica’s birthday is near Halloween, and she grew up hosting themed parties.
  • She brings the same creative, detail-oriented energy to her online events.
  • She clarifies,

    "I'm not a horror person... I'm like Haunted Mansion level of spirit spooky." (08:07, Jessica)

• Translating Offline Passion to Online Business
  • Jessica's love for branding the physical party details now informs her approach to branding virtual summits and digital experiences.

  • "It's really important to me to brand the details... I've carried that over into virtual events." (09:44, Jessica)

• Personal Branding and Authenticity
  • Her annual "Tales from the Back End" Summit is entirely themed and embodies her unique style.
  • This year, she resolved to "go all me" and not hold back out of fear:

    "Good or bad, this is 1,000% Jessica." (13:18, Jessica)

The Power of Branding the Details

• “Brand the Details” in Practice
  • Andréa notes the difference between a quick launch and a truly memorable brand experience:

    "It's the difference between someone going, 'that was nice,' and someone going, 'oh, my gosh, I'm going to remember this for a while.'" (13:40, Andréa)

• Character Spotlight: Customer Service Steve
  • Jessica introduces a show-stealing skeleton, Steve—a Bluetooth-enabled, Halloween prop she uses for interactive videos.
  • Steve is given a full persona, a wardrobe, and a genuine brand role, reinforcing the principle that every detail can enforce brand personality:

    "You've got to have a name for your skeleton. So customer service Steve..." (14:25, Jessica) "No naked videos in this house. I love it. It's a great rule." (15:41, Andréa)

The “Tales from the Back End” Summit: A Case Study in Experience Design

• Summit Structure & Vibe
  • The summit embodies Jessica’s philosophy: playful, weird, detail-rich, and accessible.
  • Instead of the usual schedule, there’s a trick-or-treat map, sessions organized as “streets,” and treats from each speaker:

    "I want it to feel more like a party—trick or treating." (16:18, Jessica)

  • The summit offers a full week to access content with countdown timers—no "summit math."
• Message to Listeners
  • Both hosts encourage listeners: sign up, study the process, and experience the joy of branded details in action.

Notable Quotes & Memorable Moments

• Jessica on Bringing Fun to Business

  "I just got to have fun and be creative and be my silly, quirky self." (02:31)

• Jessica on Going All In

  "This year, good or bad, this is 1,000% Jessica." (13:18)

• Andréa on Memory-Making Branding

  "It's the difference between someone going, 'that was nice,' and someone going, 'oh, my gosh, I'm going to remember this for a while.'" (13:40)

• Jessica on Her Animated Skeleton

  "He can't show up naked on camera. Like, that's a rule in my house." (15:13)

• Jessica on the Summit's Vibe

  "You can expect craziness and unhinged weirdness, but in the best way possible. I hope." (16:06)

Timestamps for Major Segments

| Timestamp | Segment/Topic | |-----------|------------------------------------------------------| | 01:17 | Jessica’s Backstory and Origins as the GIF Queen | | 04:02 | How to Make GIFs and the Flipbook Analogy | | 05:22 | How Her Work Feels Like Play | | 06:41 | Favorite/Funniest GIF Projects | | 07:46 | Why Halloween? - Personal Branding Story | | 09:44 | Translating Party Planning Into Business Branding | | 13:18 | Deciding to Brand Authentically & “Go All Me” | | 14:12 | Introducing Customer Service Steve, the Skeleton | | 16:06 | What to Expect from the Tales from the Back End Summit| | 17:28 | Call to Action/Study the Process |

Conclusion

Jessica Santise demonstrates that business can—and should—be an extension of your personal quirks, passions, and playfulness. Through practical tips (like easy GIF creation), relatable stories, and a behind-the-scenes look at her vividly branded Halloween summit, Jessica and Andréa offer both permission and practical wisdom for making your business not just memorable, but a whole lot more fun.

Links:

• Tales from the Back End Summit
• Andréa’s session at the Summit
• [Jessica Santise’s website](Link not specified in transcript)

For listeners in a hurry:

• Skip the shoulds, lean into fun, and remember: Playfulness is a business asset—right down to the last detail.