SuperHeroes has appointed Quim Español as creative director, bringing an AI specialist directly into the agency's creative leadership. The move signals a deliberate step to embed artificial intelligence deeper into the agency's creative process as it works to help brand and in-house teams adopt the technology.
Rogier Vijverberg, co-founder and chief creative hero at SuperHeroes, framed the hire around the practical intersection of technology and taste. "AI is not just new technology; it's a new creative territory. We're helping the brand and in-house teams we work with embrace it and keep making work that surprises and stays relevant," Vijverberg said. "Quim understands what new technology can do, but also pairs taste and craftsmanship with great ideas. That's what will help save the world from boring advertising. And slop."
Experience bridging creativity and AI
Español arrives with a career built across creative leadership roles that sit at the overlap of advertising and technology. He previously served as associate creative director at adidas, creative director at Monks, and partner creative director at CAAPSAI. His client roster includes adidas, Nike, Philips, KLM, Tommy Hilfiger, Audi, Volkswagen, Skoda, Bombay Sapphire, Smirnoff, and Nivea.
His work has received recognition at Cannes Lions and a range of other award shows. In 2012, he won the Digital Young Lions competition representing Spain. At SuperHeroes, he will work across projects and clients to explore new opportunities at the intersection of AI and creativity, including work connected to JIMMY, the agency's AI and CGI artist collective.
Small teams and creative speed
Español described his philosophy around the structural advantage smaller teams hold when working with AI. "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 work that moves people, shapes culture, challenges conventions and builds brands. Most importantly, work that isn't boring."
For creatives watching how agencies restructure around AI, Español's appointment reflects a broader shift toward practitioners who can operate as both conceptual thinkers and technical practitioners. His background spans AI for Creatives applications and hands-on work in Generative Art, areas where craft and automation increasingly overlap.
Why this matters for creatives
The hire points to a practical reality: agencies are no longer treating AI as an experimental side project or a production shortcut. They are placing people who understand the technology directly into creative director roles - the positions that shape the work itself, not just the workflow around it. For working creatives, the signal is clear. Fluency with AI tools is becoming a leadership qualification, not a specialist niche.
Your membership also unlocks:
