Peter Sorgenfrei

Live a happier and healthier life. I'll get you there in 3 months or less.

If you are a founder, the outside story probably looks good.

Growing revenue, active pipeline, publicity, and a team firing on all cylinders.

Inside, it feels like you are sprinting while everyone else is jogging. 

Like no one understands what you say or who you are.

Most days are a blur of investors, product, people issues, and late-night email. 

Sleep is short you are sharper than you want to be at home and with your team.

Quietly worrying, you have become “that” founder.

You have done the usual loop: Podcasts (DOAC anyone?), founder books (Hey Alex H), maybe a coach or therapist.

Useful ideas, but nobody has fully sat where you sit. 

Where burn rate, board pressure and a tired relationship collide in one nervous system.

I have. 

I am a six-time founder who burned out in 2019 and rebuilt from there.

Now I coach founders of 10–400 person companies who are done pretending it is fine. 

Within the first month, meeting load is often down 15–30 percent, sleep is up, and someone on the team says, “You seem different.”

What we do together is simple, not easy.

- One weekly session to see the whole system. You, your Company, and your relationships in one picture

- A few non-negotiable habits. Protected mornings, cleaner goals, listening more, being present at home

- Ongoing WhatsApp so you are not alone when the next escalation hits or when you feel alone.

Clients sometimes call me the wise monk. 

Calm, direct, caring, and not afraid to say what others will not.

If you are reading this on your phone in bed, DM me “Calm” and tell me how things really are.

Executive and Board Advisory

I work with Investors, Boards, and Leadership teams to develop people and grow companies

Jolyon Varley

I’m Jolyon, Co-Founder at OK COOL— (very) creative strategy and production partners to brands. I genuinely believe that we are the most energised, culturally astute agency in the world right now.

We turn subcultures into content and humanise some of the world’s most renowned, tier-1 brands such as Nike, Gucci and Disney. We are official strategic and creative partners to TikTok and Meta.

I'm interested in what happens at the margins: counter culture + youth energy and the fault lines where high and low collide.

Whether you’re someone who wants to learn more about the marketing space and what it takes to run a business within it, you’re a brand looking to take your strategy and content to the next level, or you’re a creative looking to join an agency that delivers best in class work — stick around. My content may just be of interest.

And if it is, feel free to drop me a line ✌️

Co-Founder

Ok COOL is a (very) creative  content studio. Official partners to TikTok,Twitch, Instagram and tier-1 brands, globally.

Find us @OKCOOL.IO & www.OKCOOL.io

Timothée Chalamet’s 18-minute Zoom call just outperformed most six-figure marketing campaigns.

He dropped what looks like a leaked virtual meeting with the A24 team. 
All to build heat for Marty Supreme.

It’s the perfect reminder that real virality comes from understanding internet-native formats, not blowing the budget on production.

It looks exactly like a marketing meeting.

18 minutes of Chalamet pitching increasingly unhinged ideas to “promote” the film.

An orange blimp.
Painting the Statue of Liberty orange.
The lot.

It’s a parody, obviously.

But it’s acted and shot so straight that anyone who’s sat through a corporate brainstorm surrounded by yes-people and mad ideas can feel the accuracy.

That’s why it hits.
They built it for social.

Trailers are expected, but they’re not naturally shareable.

A Zoom meeting is different.
Everyone knows the format.

Instant recognition. Instant circulation. Instant group chat material.

More than 10 million views on Instagram from something that clearly didn’t cost much to make. 

Smart, culturally aware marketing that gets the channel, the audience and the joke.

Nailed it!

#1 Culture Marketing Voice on LinkedIn | Co-founder @ OK COOL

New Zealand is about to rehome 2,000+ greyhounds before the sport is banned. The Simpsons stepped in to help.

𝗪𝗵𝗮𝘁’𝘀 𝗻𝗼𝘁 𝘁𝗼 𝗹𝗼𝘃𝗲 𝗮𝗯𝗼𝘂𝘁 𝘁𝗵𝗶𝘀 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻!

Santa’s Little Helper is now the face of the country’s largest ever dog adoption campaign.

Perfect choice. A character everyone knows. A greyhound with cultural history baked in.

Greyhounds as Pets are in phase two of a long push to change hearts and minds. OOH, social, the whole thing done with care.

When the racing ban comes in next year, thousands of animals will need homes.

Massive credit to everyone involved 👏

Icelandair running its ‘𝗧𝗵𝗶𝘀 𝗶𝘀 𝗻𝗼𝘁 𝗔𝗜’ campaign is genius on multiple levels.


They started seeing people online questioning whether real photos of Iceland were AI-generated. 

Perfectly ordinary photos of their country accused of being fabrications. 

A volcanic eruption under the Northern Lights? Surely fake.

They launched OOH in 13 cities calling out the guy who keeps generating fake Iceland pics. 

And they’ve dropped this new film that plays the whole situation back as a conspiracy thriller. 

Two travellers convinced Iceland must be fabricated because nothing this beautiful could possibly be real.

That paranoia says less about Iceland and more about the culture. 𝗢𝘂𝗿 𝗳𝗲𝗲𝗱𝘀 𝗮𝗿𝗲 𝘁𝗲𝗮𝗰𝗵𝗶𝗻𝗴 𝘂𝘀 𝘁𝗼 𝗺𝗶𝘀𝘁𝗿𝘂𝘀𝘁 𝗮𝗻𝘆𝘁𝗵𝗶𝗻𝗴 𝘁𝗵𝗮𝘁 𝗹𝗼𝗼𝗸𝘀 ‘𝘁𝗼𝗼 𝗯𝗲𝗮𝘂𝘁𝗶𝗳𝘂𝗹’.

And when almost half of travellers say reviews that look “too good to be true” are automatic no-go’s, the industry’s gloss problem becomes a trust problem.

Are we really at a point where the real needs proof?

The Nike x Jacquemus Après Ski Collection is a whole mood.

An 18-piece range that feels modern but nods back to vintage ’80s ski wear. At the centre are the triple-layer GORE-TEX jackets and pants 🔥

Skiing has always been Jacquemus’ favourite winter escape. He collects vintage ’80s pieces. You can feel that influence everywhere.

Everything is cut with Jacquemus’ signature minimalism but built with Nike’s technical engineering. 

After stepping in to sponsor his hometown football club, you can feel Jacquemus’ sporty streak coming through. And it fits.

𝗧𝗵𝗲 𝗰𝗼𝗻𝘁𝗿𝗮𝘀𝘁 𝗶𝘀 𝗽𝗲𝗿𝗳𝗲𝗰𝘁𝗶𝗼𝗻! 

Jacquemus brings fashion-house credibility to the slopes for the first time, while Nike pushes deeper into alpine gear at a moment when outdoors-meets-luxury is one of the strongest trends in fashion.

Simon Porte Jacquemus said it best: “Working with technical fabrics, learning from the best, and bringing forward a minimal and modern execution was a super interesting process for me.” 

And the ad is iconic 🫶

Timothée Chalamet’s $250 Marty Supreme jacket is now selling for $4,000. 𝗜𝘁’𝘀 𝗯𝗲𝗰𝗼𝗺𝗲 𝘁𝗵𝗲 𝗰𝘂𝗹𝘁𝘂𝗿𝗮𝗹 𝗼𝗯𝗷𝗲𝗰𝘁 𝗼𝗳 𝟮𝟬𝟮𝟱.

And the wild part… It’s attached to a film no one has even seen yet.

Timothée Chalamet is a cultural marketing powerhouse.

Someone who understands that movies aren’t just “released” anymore. They’re constructed in the streets, the feeds, the queues, the group chats.

And the Marty Supreme windbreaker has already lapped the movie it’s meant to promote.

→ A $250 jacket reselling for $4,000.
→ NYU kids wrapping around SoHo for a pop-up that looked more like an album drop than a film campaign.
→ GOATs like Tom Brady, Misty Copeland, Bill Nye and Michael Phelps wearing the jacket.
→ A box truck full of ping-pong balls parked outside.
→ A film that doesn’t hit theatres until Christmas.

𝗧𝗵𝗶𝘀 𝗶𝘀 𝗰𝘂𝗹𝘁𝘂𝗿𝗲 𝗯𝗲𝗵𝗮𝘃𝗶𝗻𝗴 𝗹𝗶𝗸𝗲 𝗰𝘂𝗹𝘁𝘂𝗿𝗲.

A24, Doni Nahmias and Chalamet are doing something studios used to stumble into by accident. They’re creating 𝗼𝗯𝗷𝗲𝗰𝘁𝘀 that make people feel part of the story before the story begins.

And the jacket works because it feels like it belongs to a world we haven’t entered yet.

That’s the magic of it.

This is the evolution of the A24 playbook.

It’s the sportsification of film marketing… drops, scarcity, athletes, hype cycles, streetwear logic applied to cinema.

𝗖𝘂𝗹𝘁𝘂𝗿𝗲 𝗿𝘂𝗻𝘀 𝗼𝗻 𝘀𝘆𝗺𝗯𝗼𝗹𝘀, 𝗻𝗼𝘁 𝗹𝗼𝗴𝗶𝗰. Chalamet has cracked that meta-game.

Apple spent weeks building a two-second ident out of real glass instead of using AI or CGI.

With feeds drowning in fully synthetic creativity, Apple went the other way.

There’s something satisfying about knowing a human had to sweat over this.

Just real glass, real light, a production crew.

Weeks of physical work.

No shortcuts.

There’s an honesty to physical materials that AI can’t replicate.

And more brands are quietly leaning in.

Because choosing a process that takes longer, costs more and needs actual human hands is the message.

𝗧𝗵𝗲 𝗽𝗿𝗼𝗰𝗲𝘀𝘀 𝗜𝗦 𝘁𝗵𝗲 𝘀𝘁𝗼𝗿𝘆!

And the result is beautiful.

Also feels like the biggest 🖕 to Coca Cola.

Yo. This is the coldest sneaker breakdown I’ve seen all year. 

Pozzishmas mapped 19 styles from Air Force 1s to Crocs.

Here’s what your choice says about you, according to Pozzishmas (Early Studies):

→ 𝗔𝗶𝗿 𝗙𝗼𝗿𝗰𝗲 𝟭𝘀, 𝗦𝗮𝗺𝗯𝗮𝘀, 𝗡𝗶𝗸𝗲 𝗦𝗵𝗼𝘅 are the influencer’s comfortable sell-out. Fashion-forward enough to signal, comfortable enough to wear, trendy enough that everyone’s got them.

→ 𝗔𝘀𝗶𝗰𝘀 𝗚𝗲𝗹 𝟭𝟭𝟯𝟬 𝗮𝗻𝗱 𝗡𝗲𝘄 𝗕𝗮𝗹𝗮𝗻𝗰𝗲 𝟵𝟵𝟬 are finally trendy, comfortably confused. Dad shoes that became lad shoes.

→ 𝗢𝗻 𝗖𝗹𝗼𝘂𝗱 𝗮𝗻𝗱 𝗦𝗮𝗹𝗼𝗺𝗼𝗻 are sensible uncle energy. Practical, comfortable, not particularly trendy. These are for people who’ve given up trying to look cool and just want their feet not to hurt (the data said it, not me).

→ 𝗖𝗿𝗼𝗰𝘀 are trendy, comfortably confused. They’re everywhere now, but people still can’t decide if they’re actually comfortable or if we’ve all just agreed to pretend they are.

→ 𝗗𝗿 𝗠𝗮𝗿𝘁𝗲𝗻𝘀 𝗮𝗻𝗱 𝗧𝗶𝗺𝗯𝗲𝗿𝗹𝗮𝗻𝗱𝘀 are suffering for the algorithm. They look good enough to post but destroy your feet.

→ 𝗛𝗮𝘃𝗮𝗶𝗮𝗻𝗮𝘀 𝗮𝗻𝗱 𝗽𝗲𝗻𝗻𝘆 𝗹𝗼𝗮𝗳𝗲𝗿𝘀 are orthopedic disasters in hiding. They look fine. They feel terrible. Havaianas are particularly deceptive practical-looking but surprisingly painful.

→ 𝗣𝘂𝗺𝗮 𝗦𝗽𝗲𝗲𝗱𝗰𝗮𝘁 𝗮𝗻𝗱 𝗡𝗶𝗸𝗲 𝗖𝗼𝗿𝘁𝗲𝘇 are cool kids who can actually walk. Trendy but not oversaturated. Fashion-forward without the foot pain.

This is super fun and creative. Check out the full piece on Pozzishmas.com — link in the comments.

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Peter Sorgenfrei

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The Battle

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Jolyon Varley

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