The Messy Middle

“The most real thing I see right now is brands showing the messy middle—the work-in-progress, the imperfection, the behind-the-scenes. It’s something I always encourage and celebrate because it brings your fans and community closer. There’s a vulnerability in showing up that way, and it builds the kind of trust brands can’t fake.” –Erika Leone • EVP, Integrated Marketing, Raptive

Two chefs skillfully preparing fresh ingredients in a Paris kitchen during a busy lunchtime

Two individuals explore a lush green pathway under a bright blue sky adorned with fluffy clouds

Colorful flower market display showcasing fresh blooms in various arrangements and types during daylight hours

Child in red boots walking on a black sand beach with cliffs in the background during a sunny day

Fresh greens being sautéed over an open flame in a cast iron skillet during an outdoor cooking session

Delightful breakfast featuring soft-boiled eggs served in elegant egg cups with toast and colorful radishes

Colorful clothes hang on a line outside a tropical blue house in a sunny environment

Yellow Flowers along a stone wall in Spain

Outdoor sandbox with play tools and containers

Family bonding at home with children enjoying playful moments in a cozy bedroom atmosphere

Crafting floral garlands with vibrant red blooms in a bustling market environment during the day

Gardener planting seedlings in a community garden in Austin during the spring

Beekeeping activity showcasing honeycomb filled with bees in a natural outdoor setting during daytime

Young child enjoying a slice of juicy watermelon under a clear blue sky during a sunny day outdoors

Dinner party aftermath with wine glasses, empty plates, and leftover treats scattered on a table in a relaxed setting

Child playing joyfully in a summer water fountain during the late afternoon sunlight

Hand harvesting fresh fennel from a vibrant green field during the summer afternoon

Get Real with Erika Leone

Executive Vice President, Integrated Marketing, Raptive
What does “authentic” actually mean in 2025? We asked marketing leader Erika Leone to get real about visual storytelling, AI, and why the messiness in your feed might be the smartest strategy of all.