Ocean Vuong is right. It's not fair, but it's true.

In life and in business. Let's free the laughter from the stiff constrains of life, counterpose its ludicrous weight with joy and fun and hope. Free the laughter from the sternness of slaughterous brands that leave people no choice but to hit the skip button in a shivery PTSD reaction.

That's been my quest for the past years working alongside the world's greatest brands in the world's most renowned agencies in London, Paris, Amsterdam and São Paulo. Whether it's global brand positioning, new product launches, social media, international expansion, culture and innovation projects, digital ecosystems or DTC transformation, I see an opportunity for awesome in everything, everyone, everywhere.