Peter Sorgenfrei

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

I work privately with founders when something has started to repeat or quietly erode, even though nothing has visibly broken yet.

By the time people reach out, conversations escalate more easily, conflicts don’t fully resolve, authority thins, or work begins to spill into personal life in ways that are hard to contain. What used to feel manageable starts depending on effort.

This is not coaching for growth, optimisation, or personal development. It’s not therapy.

The work focuses on stabilising these patterns before continuing as-is costs more than it should, professionally, personally, or both.

Engagements are private, time-bounded, and deliberately contained. We reassess once things begin to resolve cleanly again.

If you’re looking for ongoing support, performance work, or stress relief, this is probably not a fit.

If continuing as you are no longer feels neutral, this is usually the right moment to reach out.

I also send occasional writing under the name Intentional Leadership, quiet notes on pressure, responsibility, and decision-making. Sent infrequently.

Executive and Board Advisory

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

Being a startup founder explained in 12 seconds.

You start at the top.

You've got a plan. 

A strategy. 

A direction.

Then you spin around completely, and suddenly you're going downhill, facing the wrong way.

You can't see where you're going. 
You definitely can't see the finish line. 

Your investors are watching from the sidelines, trying to make sense of what just happened.

But you're still moving.

Still somehow staying on your feet.

And against all logic, you cross the finish line. 

Backwards. 
Confused. 
But you crossed it.

Six companies. 
Fifteen years. 
I've finished backwards more times than I'd like to admit.

The founders I coach? Same thing. 

The ones who make it aren't the ones who never spin out.

They're the ones who keep skiing when they can't see where they're going.

What's your "finished backwards" moment?

In 30 days, you can go from snappy and reactive to calm and clear, at work and at home | 60+ happy clients | 6x CEO/Founder | DM me: I can probably fix whatever it is you are dealing with.

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

Be reckless in the first draft.

Be ruthless in the second.

Dream so big it feels ridiculous.

Stop optimising the thing while you’re still imagining it.

Magic doesn’t survive premature logic.

Hope this helps 💚

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

I encourage EVERYONE to watch this today!

𝗘𝗶𝗹𝗲𝗲𝗻 𝗚𝘂, 𝘁𝗵𝗲 𝗢𝗹𝘆𝗺𝗽𝗶𝗰 𝗚𝗼𝗹𝗱 𝘁𝗲𝗮𝗺 𝗖𝗵𝗶𝗻𝗮 𝗳𝗿𝗲𝗲 𝘀𝗸𝗶𝗲𝗿 𝘁𝗼𝗼𝗸 𝘂𝘀 𝗼𝗻 𝗮 𝘁𝗿𝗶𝗽 𝗶𝗻𝘀𝗶𝗱𝗲 𝗵𝗲𝗿 𝗯𝗿𝗮𝗶𝗻.

I don’t care if you’re a 22 yr old gold medal Olympian, or in your 60s still thinking about starting that business.

If the voice says, you’re not ready. You hesitate.
If it says, this is mine. You move.

When you’re building something that doesn’t exist yet or stepping into something that feels way out of your depth, the story in your head can make or break you.

𝗘𝗻𝘁𝗿𝗲𝗽𝗿𝗲𝗻𝗲𝘂𝗿𝘀𝗵𝗶𝗽, 𝗷𝘂𝘀𝘁 𝗹𝗶𝗸𝗲 𝘀𝗽𝗼𝗿𝘁, 𝗶𝘀 𝗮 𝗽𝘀𝘆𝗰𝗵𝗼𝗹𝗼𝗴𝗶𝗰𝗮𝗹 𝗴𝗮𝗺𝗲 𝗯𝗲𝗳𝗼𝗿𝗲 𝗶𝘁’𝘀 𝗮 𝗰𝗼𝗺𝗺𝗲𝗿𝗰𝗶𝗮𝗹 𝗼𝗻𝗲.

The quality of your life is deeply tied to the quality of the narrative running in your head.

Your life moves in the direction of your dominant thoughts.
Make sure they’re working for you, not against you.

𝗪𝗵𝗮𝘁 𝗮𝗻 𝗮𝗺𝗮𝘇𝗶𝗻𝗴 𝗿𝗼𝗹𝗲 𝗺𝗼𝗱𝗲𝗹 💚✌️

The NBA star roasted for dry legs is now fronting CeraVe. Elite turnaround.

After years of people laughing at Kevin Durant’s dry legs, he found a way to laugh with them.

If you don’t know the context, this has been rumbling on for a while. 

Back in 2021, when Durant was at the Brooklyn Nets, a close-up photo captured the now infamous patch of skin between the top of his socks and the bottom of his compression tights.

His legs looked dry. The image travelled. The internet did what it does.

Durant’s NBA peers made jokes. Fans piled on. Durant fired back, as he’s known to do.

Even better that he is known for not ignoring the trolls. His pettiness level is high.

Recognising that body skin is neglected despite being up to two times drier than facial skin, CeraVe is partnering with the basketball icon to highlight the importance of total-body hydration through its fan favourite CeraVe Moisturizing Cream.

𝗧𝗵𝗲 𝗽𝗹𝗮𝘆:

→ Durant takes to social to read and respond to the viral mean tweets about his dry skin.

→ Paparazzi-style photos appear of him in the gym holding CeraVe Moisturising Cream, sparking online chatter about his sudden commitment to skincare.

→ Dermatologists and skin influencers join the conversation, using the moment to explain the science behind skin barrier health and proper hydration.

→ CeraVe officially names Durant the “Face of Legs”.

→ The campaign culminates with visibly moisturised legs as the punchline and the proof point.

THIS is how a brand steps into a story that culture has already written and steers it in its favour.

Salute, CeraVe 🫡

DoorDash bringing in 50 Cent for “The Big Beef” is too good!

𝗛𝗲 𝗽𝘂𝗹𝗹𝘀 𝗼𝘂𝘁 𝗮 𝗯𝗮𝗴 𝗼𝗳 𝗰𝗵𝗲𝗲𝘀𝗲 𝗽𝘂𝗳𝗳𝘀. 𝗧𝗵𝗲𝗻 𝗮 𝗽𝗮𝗰𝗸 𝗼𝗳 𝗰𝗼𝗺𝗯𝘀.
Whoever wrote this script needs a raise 😂

The campaign builds on the idea that fans and brands use social media to reply, trash talk and clapback at each other around the game, and no one knows grudges and rivalries like 50 Cent. 

DoorDash is running a “Beef 101” social series where he breaks down the art of trash talk.

He also holds up a book titled “Learning Your ABC” a reference to his interview on ABC about the docuseries.

The Super Bowl is 𝗧𝗛𝗘 stage for brands to lean into rivalry.

Anthropic just dropped ads taking shots at OpenAI over plans to put ads in ChatGPT. 

People online are buzzing at the bold play on competitive tensions.

Genius!

JOE & THE JUICE just launched an “intimacy-enhancing” smoothie for Valentine’s Day 💚

It’s called 𝗛𝗮𝗽𝗽𝘆 𝗘𝗻𝗱𝗶𝗻𝗴 and it’s part of a collab with alice mushrooms.

alice mushrooms is the brand redefining daily mushroom supplements through dark chocolate.

Starting today in US Joe & The Juice cafés, it features a limited-run Happy Ending smoothie and Flirty Cortado.

The collab is called ‘When Joe Met alice’… Cuuuute!!

alice’s Happy Ending chocolate harnesses the benefits of functional mushrooms designed to create space for presence and intimacy… just in time for Valentine’s Day.

It’s playful, a little sexy, and Valentine’s Day done unapologetically their way.

Both brands have their own unique style, but share a passion for cheeky storytelling.

Peak Joe & The Juice energy.

When OK COOL joins Residence, the obvious next step is a personalised ring.

I designed it on ChatGPT, sent it to a jeweller, and five days later it existed.

One for me. One for the founder of Residence, Ryan Honey

A romantic Valentine’s dinner in LA felt like the right moment to hand it over. 

He said yes immediately (and cracked up laughing)
No prenup. Just trust.

😂 💚

The Winter Olympics is now one of the biggest fashion moments in the world.

In true Italian fashion, the Milan Cortina 2026 Opening Ceremony put culture, music, and fashion front and centre.

What used to sit on the sidelines is now fully mainstage. 
𝗡𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗸𝗶𝘁𝘀 𝘄𝗲𝗿𝗲 𝗰𝘂𝗹𝘁𝘂𝗿𝗮𝗹 𝘀𝘁𝗮𝘁𝗲𝗺𝗲𝗻𝘁𝘀 🔥

Ceremonial looks pulled national heritage through designers like 𝗥𝗮𝗹𝗽𝗵 𝗟𝗮𝘂𝗿𝗲𝗻, 𝗘𝗺𝗽𝗼𝗿𝗶𝗼 𝗔𝗿𝗺𝗮𝗻𝗶, and 𝗠𝗼𝗻𝗰𝗹𝗲𝗿, while brands like 𝗔𝗱𝗶𝗱𝗮𝘀 and (beloved OK COOL client) 𝗟𝘂𝗹𝘂𝗹𝗲𝗺𝗼𝗻 focused on making kit look cool AF for ice and at altitude.

Luxury houses, heritage brands, and sportswear giants all competing in the same arena for attention.

The collision between fashion and sport is being driven by consumer demand for meaning, narrative, and cultural relevance. 

This is functional performance and cultural storytelling at its best 💚

… favourite?

Winter Olympics Fashion 2026

Agencies are OBSESSED with winning awards. OK COOL don’t enter.

And not because we’re not proud of the work… in fact almost the opposite.

We built this agency to NOT conform to traditional agency norms aka award entry ticklist that let’s face it, mostly exists for the advertising industrial complex, not the people actually buying the stuff.

And no shade, congrats to you lot out there winning for great work 👏

It’s just not our thing, same reason I don’t bother dropping 10 racks on an awards table when we could put it towards our own party (that’s actually fun). 

That doesn’t mean I don’t love the industry. I do. I just prefer the part where people connect, share work, and talk honestly about it.

I’ve never wanted to get into the habit of working in the case study business and stuffing entries with ridiculous metrics that often mean very little. 

Left Handed Mango Chutney came out a few years ago from Canadian agency Zulu Alpha Kilo to push back on the industry’s obsession with awards, and the idea that the best work is the work that wins them. 

It still hits!  

I would welcome all your opinions on this… ?

Barilla made Spotify playlists timed to your pasta’s cooking time. 𝗠𝗼𝗿𝗲 𝗯𝗿𝗮𝗻𝗱𝘀 𝘀𝗵𝗼𝘂𝗹𝗱 𝗯𝗲 𝗰𝗹𝗼𝗰𝗸𝗶𝗻𝗴 𝗼𝗻𝘁𝗼 𝘁𝗵𝗶𝘀 👇

Brands have been playing on Spotify for a while now. 

Curated playlists. Artist tie-ins. Campaign extensions.

But I still think there’s more in it.

𝗘𝘃𝗲𝗿𝘆 𝗯𝗿𝗮𝗻𝗱 𝗵𝗮𝘀 𝗺𝗶𝗰𝗿𝗼-𝘁𝗿𝗶𝗯𝗲𝘀 𝗶𝗻𝘀𝗶𝗱𝗲 𝗶𝘁.

The 6am grafters.
The late-night creatives.
The runners.
The overthinkers.
The ones who romanticise their commute.

𝗠𝘂𝘀𝗶𝗰 𝗹𝗲𝘁𝘀 𝗮 𝗯𝗿𝗮𝗻𝗱 𝘀𝗵𝗼𝘄 𝘁𝗮𝘀𝘁𝗲.

→ 𝗡𝗶𝗸𝗲 𝗮𝗻𝗱 𝗚𝘆𝗺𝘀𝗵𝗮𝗿𝗸 curate workout mixes for leg day, HIIT, long runs.

→ 𝗔𝗱𝗶𝗱𝗮𝘀 builds run-club soundtracks around community events.

→ 𝗦𝘁𝗮𝗿𝗯𝘂𝗰𝗸𝘀 publishes the music you hear in store. Baristas help shape the playlists.

→ 𝗞𝗙𝗖’𝘀 “Bucket Bangers” leaned into late-night energy.

→ 𝗖𝗼𝗰𝗮-𝗖𝗼𝗹𝗮’𝘀 Coke Studio produces original tracks with emerging and established artists.

→ 𝗡𝗲𝘁𝗳𝗹𝗶𝘅 creates playlists inspired by its shows to keep fandom alive between episodes.

→ 𝗜𝗞𝗘𝗔 curates mood-based mixes tied to rooms and routines.

→ 𝗠𝗰𝗗𝗼𝗻𝗮𝗹𝗱’𝘀 has partnered with artists like Travis Scott and BTS, extending meal drops into Spotify with artist-curated listening moments.

They’re all extending the feeling beyond the physical space the brand owns.

For your brand this might be:

A grime mix that only makes sense in London.
A hyperpop drop for your Discord crowd.
A monthly run-club soundtrack people actually wait for.

💚 ✌️

These guys made a custom Rolex dial by letting 𝗳𝗹𝗶𝗲𝘀 𝘃𝗼𝗺𝗶𝘁 𝗼𝗻 𝗶𝘁 😮‍💨

Probably one of the strangest and most creative watches I’ve ever seen.

The project, 𝘛𝘪𝘮𝘦 𝘍𝘭𝘪𝘦𝘴, was made by Milfshakes and raffled off, with the winner getting the one-off watch.

The craft and effort behind it is next level.
Obsessive process, and a lot of patience with insects.

Milfshakes are an Instagram-based streetwear brand and artistic collective known for releasing limited-edition clothing, accessories, and, notably, custom-designed "Art Toys".

Proper creativity tends to come from the ideas where someone in the room says, “𝗵𝗼𝘄 𝘁𝗵𝗲 𝗳**𝗸 𝗮𝗿𝗲 𝘄𝗲 𝗴𝗼𝗶𝗻𝗴 𝘁𝗼 𝗱𝗼 𝘁𝗵𝗮𝘁?”

This is insanely creative!

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Peter Sorgenfrei

Jolyon Varley

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The Battle

Peter Sorgenfrei

Jolyon Varley

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