What is the culture of tomorrow?
And how can brands genuinely be a part of it?As we move beyond the post-pandemic years, these questions take on new layers. Especially in the worlds of sports, pop culture, sound, fashion, and community.
In 2025, culture is less about categories and more about intersections. The track meets the street. The park becomes the club. The run ends in a block party. For brands, the challenge is clear: be real, be present, and show up where culture happens. Not only in the feed, but on the ground.
This means fewer billboards, more start lines. Fewer ads, more hangouts. I believe in live experiences that pulse with real energy: community runs, local events, street-level hubs that feel more like a friend’s backyard than a showroom.
In 2025, culture is less about categories and more about intersections. The track meets the street. The park becomes the club. The run ends in a block party. For brands, the challenge is clear: be real, be present, and show up where culture happens. Not only in the feed, but on the ground.
This means fewer billboards, more start lines. Fewer ads, more hangouts. I believe in live experiences that pulse with real energy: community runs, local events, street-level hubs that feel more like a friend’s backyard than a showroom.
Retail spaces are no longer just points of sale; they’re cultural meeting points. Places to test gear, hear music, connect with others chasing the same goals. The new standard is community-first: localized, consistent, and fueled by shared beliefs.
Authenticity has never mattered more. People want to feel something real. That’s why I create copy and concepts for brands through participation, not just performance. Through activations that feel like memories, not marketing.
As a brand activator and creative director deeply rooted in running culture and cultural momentum, I help brands become more than just observers. I help them lead.
With slogans, taglines and captions –but also with presence, with rhythm, with relevance.
Authenticity has never mattered more. People want to feel something real. That’s why I create copy and concepts for brands through participation, not just performance. Through activations that feel like memories, not marketing.
As a brand activator and creative director deeply rooted in running culture and cultural momentum, I help brands become more than just observers. I help them lead.
With slogans, taglines and captions –but also with presence, with rhythm, with relevance.
Together, we don’t just join the conversation. We set the pace.
Energy
Transmissions
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As part of my ongoing research of Cultural Innovation, I host a series of conversations with those who are close to the 🔥. Together, we study where new ideas come from: the fashion, music, and technology that drive renewal and change. For now, I transmit our findings once a month, and clustered in seasons.
My interviews are ENERGY EXCHANGES and in between I fill the void with ENERGY SOURCES.
I’m a Brand Activator
and Researcher of Cultural Innovation
and Researcher of Cultural Innovation
In my practice I apply the knowledge, contacts, and skills I gained during my years working in commercial advertising for global clients, to create culturally progressive content, experiences and partnerships. My aim is to initiate and realise purposeful collaborations that take things beyond your internet bubble, giving substance, territory, and attitude to brands and their messages. Offering services such as copy and script writing, creative direction, concept development, cultural mapping and match-making, I create zeitgeist experiences for the brands and customers of tomorrow.
Agencies/Brands include: BAM, Bejond, C/O, DOKYO, FRTWTY, Gharage, Hyperfocus, InSocial Media, Jung von Matt, Kemmler Kemmler, New Balance, Nike Berlin, The Ambition and more.
