Kim Jerbo of Create Group on Killing Some Ideas to See Better Ones Clearly

Find the fire in others and fuel it with positivity

Kim found his creative calling working across Asia and Australia. Currently, he’s steering the ship as ECD at Create Group. Kim brings a wealth of experience from AKQA, R/GA and Media.Monks, working with brands such as Google, Nike, Call of Duty, Samsung, Beats by Dre and more.

He has also opened an award-winning speakeasy, designed and launched a watch brand and co-founded a platform centered on the circular economy.

We spent two minutes with Kim to learn more about his background, his creative inspirations and recent work he’s admired. 

Kim, tell us …

Where you grew up, and where you live now.

I grew up in the snowy countryside of Sweden and now live in sunny Dubai.

How you first realized you were creative.

I found it more fun making films than playing video games. 

A person you idolized creatively early on.

My parents. They work in theater (acting/producing) and ignited my passion for creativity.

A moment from high school or college that changed your life.

An art director at Ogilvy Shanghai found my portfolio while I was studying at Hyper Island and offered me an internship. This was a few weeks before I was supposed to head off to London for a position at a production house. But I ended up in Shanghai for my five-month internship and stayed there for 11 years. 

A visual artist or band/musician you admire.

Apashe is a composer and music producer who creates tracks that give me goosebumps and make me want to fire up Premiere Pro and edit something. It’s the combination of classical music and modern beats that does it for me. Also, his album art is a thing of beauty.

A book, movie, TV show or podcast you recently found inspiring.

Book: Platform Revolution by Geoffrey G. Parker takes you on a behind-the-scenes journey. It’s incredibly inspiring to uncover the level of creativity behind AirBnb and PayPal. 

One of your favorite creative projects you’ve ever worked on.

It’s hard to express the excitement when a brief for Call of Duty landed on my desk while I worked at AKQA in Shanghai. We did everything from branding—even coming up with the Chinese name—to events and a launch campaign. 

A recent project you’re proud of. 

Samsung PowerShare Stations might have been a small project, but it incorporated so many interesting components and challenges. 

Someone else’s work that inspired you years ago. 

North Kingdom’s Coke Zero campaign website still lives rent-free in my head. I always associate Coke Zero with this specific experience. 

Someone else’s work you admired lately. 

The Most Beautiful Sound—and it’s not just creative and impressive for its use of insights and technology. It’s work that makes a real difference, giving support to those who need it most. 

Your main strength as a creative person.

Killing my own ideas. Taking a step back is often a good tactic.

Your biggest weakness.

Taking too much on (and ice-cream).

A mentor that helped you navigate the industry.

Johan Vakidis was my mentor for many years while working in Shanghai. I hope I can be the mentor to my juniors that he was to me. Love you, mate! 

How you’re paying it forward with the next generation of creatives.

I tell them: Be open to change and be vulnerable. You can’t be correct all the time. Talk through your thought process. You can’t learn if you don’t hear how others think and feel. Find the fire and fuel it with positivity.

What you’d be doing if you weren’t in advertising.

Intergalactic talent management for a famous alien (two galaxies north of the Milky Way).