Between the clouds
and the code.

I’m Joakim “Jab” Borgström.
A creative leader who now builds.

After more than two decades creating global work and leading creative teams, I went deep into technology and AI.

Today, I combine creative thinking, technology and AI to invent and build new kinds of experiences, products and prototypes.

Ideas don’t have to end in a presentation anymore.
We can make them real.

Explore my work. My experiments. My story.
All floating around here, somewhere between the clouds and the code.