February 25 | 2019

“As SuperHeroes, we love helping brands fly”

Founded in Amsterdam and now with offices in New York and Singapore, SuperHeroes is a global creative ad agency with a diverse staff of different nationalities.


The agency sees itself as digitally native, but are developing both digital and integrated campaigns. They are on a mission to save the world from boring advertising.


The agency provides a wide array of services including media relations, an innovation lab, smart retail, social, analytics, and communication strategies.


They have worked for global clients such as Converse, LG, Diesel, Heineken, and Asus and have produced a great range of viral videos, with more than 100 million views.


Among its diverse staff, Babo Schokker is a creative at the agency. In an interview with Top Interactive Agencies, Schokker described the design process at SuperHeroes, what the key to creating a successful campaign is, what great projects he has been working on, and how to handle challenges.


Could you give us an introduction to SuperHeroes and its vision and mission?

We, as SuperHeroes, love helping brands fly. Working with us means getting the best of both worlds: creativity and strategy, which is deeply rooted in our mission of saving the world from boring advertising.


SuperHeroes was founded in 2009 and now has secret hideouts in Amsterdam, New York, and Singapore, with a team of more than 45 people and over a dozen nationalities.


What is SuperHeroes’ design process?

It is our belief that smart sharp creative outperforms expensive media buys any day of the week. Forget about superficial impressions, we create direct hits which resonate with your audience on a human level.


What ingredients are key to create successful campaigns?

Creating experiences that grab people in any media. Get them to wonder, love or hate it. Grabbing attention for the project and the message.


What is your personal definition of creativity?

The beauty of creating unexpected moments. By giving people a different perspective on the world and creating memories.


Can you tell us about the project you are most proud of?

You’re as good as your last project! At the moment, that’s ‘A symphonic tribute to men’s health for the Distinguished Gentleman’s ride. Check it out here.


We had the idea of paying tribute by putting together an orchestra of motorcycles. The immediate question was: “How on earth can we pull this off?” That’s where conductor Dominic Seldis stepped in. This man has an unstoppable passion for music, which we needed for such an experiment. The passionate motorcyclists, who volunteered with their bikes were transformed into enthusiastic classical musicians. Proving there is music in every loud pipe.


The biggest personal challenge was that it was all created pro bono by friends and volunteers. It was all done for the passion of making the idea come to life. Motorbikes and karma points for a good cause.


As a result, 991 riders joined last year in Amsterdam and raised $ 71.332,19 – together. Worldwide, there were 114,699 riders who raised $6.103.893 – total.




The client is upset with a particular element of design that you have done. How would you handle the situation?

Call. Ask questions. Go back in the process. Find a way together. Say sorry to your wife, friends, girlfriends and say hello to your work.


Name a challenge your team is currently facing.

Growing the agency. SuperHeroes is transitioning from teen to adult so there will be challenges that come with that. Keeping your identity and finding the right people and projects that fit the SuperHeroes’ mentality.


How do you know if a person has what it takes to be part of the team?

If he/she can spend a night with us at the bar.


Name one favorite thing and your least favorite thing about your role.

My favorite thing is the SuperHeroes team. And personally, I don’t like projects that don’t come ‘alive’ or when they do, but not in the way you imagined.




What was your journey like to get to where you are today?

An ongoing search of who you are and what kind of work you love to make.


Are there online publications, professionals, industry leaders you follow?

No. Mostly artists and musicians, they’re the future. I follow Daniel Arnold and Team Lab.


Where do you go to get inspired?

Take me anywhere. But mostly by meeting new people.


What profession other than your own would you like to explore?

Start a cocktail ice-cream shop. With all your favorite flavors!


What piece of advice would you give a recent grad looking to work in the design/creative industry?

Find out what kind of work you love to make and try to stand out. Work hard and find people who share the same passion. Don’t join the trend of “Nobel Prize” concepts in your portfolio. Why so serious?


Babo’s Working Preferences:

Mac vs. PC: Mac.

Preferred Social Media Channel: Instagram.

Coffee vs. tea: Espresso Martini.

Favorite Work Snack: Ramen Noodles.

Name 3 artists on your office playlist: Another Level, Donny Benet, Collie Buddz.

Your go-to Mobile app: Tinder. Call me maybe?

Favorite Sneaker Brand: Nike.

If you could work anywhere in the world, where would it be? Somewhere tropical.


Thanks Babo!


Originally published on TIA

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