Creative agency SuperHeroes has appointed Quim Español, an AI specialist with 20 years of experience in marketing and TV, as its creative director. He joins from Caapsai, a generative AI-driven creative production studio he co-founded, and will lead AI exploration across the agency's projects and clients, including JIMMY, its platform for CGI and AI creators.
Español's background includes stints at Adidas, Monks, and AKQA. At SuperHeroes, his remit covers identifying new commercial applications for generative AI while maintaining creative standards.
Leadership on AI and craft
Django Weisz, CEO at SuperHeroes, framed the hire around the agency's stated mission: "In our mission to save the world from boring advertising, we need to stay ahead of the curve when it comes to AI and creativity. Quim brings exactly the expertise, creative ambition and track record we were looking for. He'll challenge us, our clients and our JIMMY artists to think differently and push the boundaries of what's possible. We're excited to have him on board."
Español sees the role as a chance to prove AI can serve the fundamentals of the work. "I believe small teams of highly talented people have a huge opportunity to embrace AI and explore the creativity and speed it can unlock, without compromising the craft," he said. "I want to make great work and new things: work that moves people, shapes culture, challenges conventions and builds brands. Most importantly, work that isn't boring."
Background and broader context
The appointment continues a year of activity for SuperHeroes. This month, the agency also acquired the agency and data intelligence from Bicycle, a move that added AI-focused capabilities aimed at working with Gen Z audiences.
Recruiting a dedicated AI creative director signals how studios are shifting from experimentation to structured production roles. For those in creative departments watching how agencies adapt, this is a concrete example of what's demanded: someone with both hands-on production experience with generative tools and brand-level creative judgment. Professionals working in advertising or content creation who want to build similar capabilities can explore an AI for Creatives resource track, or a more production-specific AI Learning Path for Video Editors to see how the toolset fits into post-production pipelines.
Why this matters for creatives
For working creatives, the hiring pattern is the signal - not the announcement itself. SuperHeroes didn't bring in a technologist as a sideshow; they made a senior creative leader whose whole job is applying AI to improve output. When a client sees a film, a campaign, or a still, the question shifts from "did a machine make this?" to "who directed both the human and machine work?" The takeaway clients and peers will judge: know which tools save you the most time in production, know how to lead projects where the background is not a single craft provenance, and keep the bar for "boring" as high as the bar for technique.
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