Debbie Millman’s ongoing project “What Matters,” an effort to understand the interior life of artists, designers, and creative thinkers, is now in its third year. Each respondent is invited to answer ten identical questions and submit a nonprofessional photograph.
Rogier Vijverberg, Chief Creative Hero and founder of SuperHeroes, is on a mission to save the world from boring advertising. He’s also the founder and creative director of digital art collective JIMMY, uniting 30 digital street and AI artists.
What is the thing you like doing most in the world?
I’m a traveler, or maybe more of a wanderer. Whether I’m in New York City, where I live now, or halfway across the world, I just love to roam and discover. I rarely plan much. Most of my finds happen by pure chance. And that’s exactly what I love about it—stumbling upon odd little gems, inspiring bits of architecture, indie stores, quirky stickers, not-so-everyday restaurants, or just a fun chat with someone unexpected. I often catch myself replaying these moments later; they’re all part of feeding my creative brain.
What is the first memory you have of being creative?
Alongside drawing, I’ve always loved making things. One of my clearest childhood memories is of a disco ball I built from a discarded mirror and a mix of plaster and concrete. It wasn’t much of a ball—and there wasn’t much disco afterward—but it was delightfully terrible. Looking back, I guess I was already on a path toward good fun.
What is your biggest regret?
That I didn’t learn how to surf at a younger age. I still try to get better at it, but not sure if I’ll ever be more than just decent.
How have you gotten over heartbreak?
By staying with the same girl forever. I’ve been with my now wife for a long time — we’re best friends and both great at letting each other “do your thing.” It’s truly something special.
What makes you cry?
Onions. Wars. Anything emotional involving children. And being forced to watch the same pharma ad five times in one episode of The Bear on Hulu, for a disease I can’t even pronounce.
How long does the pride and joy of accomplishing something last for you?
I wish I were better at celebrating. When you’ve worked toward something for a long time, it’s important to pause and savor it, but I tend to move on to the next thing too quickly. Recently, we were named Ad Age Small Agency of the Year in the U.S. For someone who started their agency in an attic back home in Amsterdam, it felt huge. Yet my mind quickly wandered—time to chase the next goal.
Do you believe in an afterlife, and if so, what does that look like to you?
Not in a religious sense. I hope to leave a kind of legacy for all the heroes at our agency, as well as, of course, my family and friends. That we’ve shared a lot of joy, done meaningful work, and tried to be good to the world.
What do you hate most about yourself?
My impatience. I’m terrible at waiting. Standing in line is especially rough, which isn’t ideal in NYC. I’d love a superpower to fast-forward time. Wouldn’t that be amazing?
What do you love most about yourself?
I’m an optimist by nature. Quick to embrace change and always seeking creative solutions to the many challenges we encounter. When things get tough, I stay calm, focus on the moment, and find a way forward.
What is your absolute favorite meal?
Sushi it is.
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