Creative agency SuperHeroes, with offices in Amsterdam, New York and Singapore is launching a new creator collective called Jimmy. The collective will aggregate talent with expertise in the burgeoning field of digital street art that is attracting greater interest from brands for use in grabbing attention across social media channels.   

“Advertising today is more and more about thumb-stopping -- getting your audience to stop scrolling through their pages and pay attention,” asserts Rogier Vijverberg, founder and top creative executive at SuperHeroes. “Digital street art is an emerging field that looks at the whole world as an open canvas to create imagery and movement that surprises, delights and offers brands a new way to break through the digital and social noise.”  

The Jimmy collective includes artists in the mixed reality street art genre who have big followings on social media and projects that range from sneaker drops, store activations, tourism campaigns to fashion shows. The Jimmy artists include include @hati.hati.mas, @camylbuena and others.   

The collective is currently working with several brands including SuperHeroes client Lenovo for which it is developing a series of mixed reality digital street art films and videos to promote the Lenovo Yoga laptop series. The collective has also secured work for a number of other brands that will launch in September.  

Jimmy is based in New York although it works with creators around the globe. Vijverberg will oversee Jimmy with support from a team at SuperHeroes.  The Jimmy artists work from client briefs and will be strategically or creatively supported by the parent shop as needed, the agency says.    

“Creativity is getting a refresh with an amazing array of new tools that range from AI powered solutions to 3D-video capture on your smartphone,” says Vijverberg. “The Jimmy creators use the world as their creative canvas and we have seen impressive results with our Lenovo Yoga campaigns, in terms of reach, engagement and brand lift. All of this has only just begun.”  

In case you’re wondering where the name “Jimmy” comes from, it ties to the parent agency’s SuperHeroes ethos. It’s the Superman comic book character Jimmy Olson, a “cub reporter” with the fictional Daily Planet where Superman alter ego Clark Kent works when he’s not saving the world from evil doers.   

In the Superman comics (and TV show), young Jimmy is often portrayed roaming the streets filming and finding images and stories—in essence, street art.