Hermeti Balarin of W+K London on Easing the Pressure

Creating from a place of joy and tranquility

Hermeti is the CCO at Wieden+Kennedy London, alongside his creative and life partner, Ana Balarin. He began his advertising journey at Mother London in 2007, rising to ECD and working with clients such as Greenpeace, Ikea, KFC and Coca-Cola. As GCD on Stella Artois, he helped launch Stella Artois Cidre and the brand’s Wimbledon sponsorship. He was also behind some of the agency’s big cultural hits, including the crisis recovery campaign for KFC’s “FCK,” Greenpeace’ s “There’s a Rang-Tan in My Kitchen” and Ikea’s “Silence the Critics.”

Recent work includes Supercell’s acclaimed (and fake) 40th-anniversary campaign, “Clash From the Past,” co-led by Ana.

Hermeti’s pursuits include exhibitions at the London Design Museum and contributions to documentaries like “The Good Fight” and “Careful How You Go,” a Sundance-nominated short drama.

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

Hermeti, tell us …

Where you grew up, and where you live now.

I grew up in a small town in the state of São Paulo in Brazil, called Vargem Grande do Sul. I now live in London, where I’ve been for over 20 years.

How you first realized you were creative.

When I fell in love with the advertising jingles on Brazilian TV. They were the epitome of popular culture at the time. Every kid in the playground would know half a dozen by heart. Later, I got curious about who came up with those jingles. That’s when my love for creativity transformed into my love for advertising.

A person you idolized creatively early on.

James Cameron. I remember renting The Terminator and watching it with some friends. I was blown away by that experience. It felt so ahead of its time, and a huge moment in pop culture. 

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

I played basketball for many years and got scouted for the state championships in São Paulo. Our team reached the finals one year when I was in high school. That was my first taste of a collective achievement, something that would shape my understanding of working as part of a successful team.

A visual artist or band/musician you admire.

I love Miley Cyrus’ “Flowers.” It’s not just a brilliant song—the whole thing is a masterclass in messing with pop culture, a commentary on her experience of being cheated on.

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

My 8-year-old son just got into the Star Wars universe. So, we watched The Mandalorian together. Every detail is just perfect. 

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

Creating a gigantic inflatable boob to raise awareness of the stigma surrounding public breastfeeding.

A recent project you’re proud of. 

I loved working with British Olympic diver Tom Daley to create a responsible drinking campaign for Malibu in which we warned people of the dangers of alcohol consumption around the water.

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Someone else’s work that inspired you years ago. 

One of the pieces I most admire was Honda “Grrr.” To make a song about hate that possesses such a lovely quality takes a huge amount of skill. 

Someone else’s work you admired lately. 

Ted Lasso getting into FIFA23. 

Your main strength as a creative person.

Taking the pressure off my team so they can create from a place of joy and tranquility.

Your biggest weakness.

I never stop fiddling with things. 

A mentor who helped you navigate the industry.

A creative director named Damon Collins. I learned a lot from his warm and compassionate style of leading. 

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

By opening up real opportunities for intern teams to sink their teeth into big, exciting briefs. It’s how I got in, and how our latest creative team got into W+K London. 

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

I would likely be in a rock band playing cover songs in small bars.