Jolyon Varley

OK COOL

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

Find us @OKCOOL (IG & TikTok) & www.OKCOOL.io

Co-Founder

15Folds

15Folds is a online art gallery. We curate monthly group shows featuring original artworks from leading creatives worldwide. The project seeks to explore how creative thinking takes place within the context of a visual narrative and the parameters of uniquely online media.

15Folds also works with brands to curate original content around ideas, themes, collections and launches. Our partners include: Dazed & Confused, Absolut, The Andy Warhol Foundation, The Serpentine Gallery, Nike, Diesel and British Council.

www.15folds.com

NEVERBLAND

NEVERBLAND is a digital product studio. We design, engineer and launch websites and digital products for and with entrepreneurs and brands. Specialists in design & UX.

Fund us @NEVERBLAND & www.NEVERBLAND.com

Products:

www.slateapp.com (exited 06/16)

www.conjure.io

www.VOTD.tv


Notable partnerships:

www.Fnatic.com

www.bulb.co.uk

www.jukedeck.com (winners- Cannes Lion, Tech Crunch Disrupt '15, Le Web)

www.everpress.com

www.lick.com

SLATE

Slate is the SAAS tool that gives the world's leading commercial film production companies control over their brand. 

Slate was acquired by Source Creative in 2016.

www.slateapp.com

A Tale of Three Cities

A Tale Of Three Cities was the first arts and literature journal to join the dots between writers, poets and photographers in London, Paris and Berlin. We hosted supported Book Swap cocktail nights at Le Carmen, Paris and Soho Houses in London and Berlin. The journal was stocked in the most reputable literary and fashion retailers in each city, including Shakespeare & Co, Colette and Donlon Books

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 ✌️

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

Hermès just hired South London’s finest to rewrite the rules of French luxury.

Grace Wales Bonner, who started her label from her bedroom a decade ago, is now Creative Director of Menswear at Hermès.

𝗧𝗵𝗲 𝗳𝗶𝗿𝘀𝘁 𝗕𝗹𝗮𝗰𝗸 𝘄𝗼𝗺𝗮𝗻 𝘁𝗼 𝗲𝘃𝗲𝗿 𝗹𝗲𝗮𝗱 𝗮 𝗺𝗮𝗷𝗼𝗿 𝗙𝗿𝗲𝗻𝗰𝗵 𝗳𝗮𝘀𝗵𝗶𝗼𝗻 𝗵𝗼𝘂𝘀𝗲.

After years of the same names being recycled across luxury, a new kind of creative leadership is finally being recognised.

It took Hermès 187 years to make a move this modern.

Grace will show her first collection in January 2027, after Véronique Nichanian steps down from the role she’s held for nearly 40 years.

An era ending and a new one beginning.

Designers like Martine Rose, Bianca Saunders, and Priya Ahluwalia have long proven that innovation in menswear lives in London.

They’ve been redefining masculinity, heritage, and race through tailoring, sport, and subculture.

Hermès putting Grace in charge feels like the industry finally seeing what’s been in front of them the whole time.

And as we know, once one of the old guard makes a move, others follow.

Independent designers with cultural credibility. That’s the shift.
𝗧𝗵𝗲 𝗴𝗿𝗼𝘂𝗽 𝗰𝗵𝗮𝘁’𝘀 𝗯𝗲𝗲𝗻 𝘀𝗮𝘆𝗶𝗻𝗴 𝗶𝘁 𝗳𝗼𝗿 𝘆𝗲𝗮𝗿𝘀.

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

B2B brands need to pay attention to what Ramp just did 🔥

They brought 𝘒𝘦𝘷𝘪𝘯 (𝘢𝘬𝘢 𝘉𝘳𝘪𝘢𝘯 𝘉𝘢𝘶𝘮𝘨𝘢𝘳𝘵𝘯𝘦𝘳) 𝘧𝘳𝘰𝘮 𝘛𝘩𝘦 𝘖𝘧𝘧𝘪𝘤𝘦 back as their “new CFO” and set him up in a real New York office for six hours to manually input expenses while a live counter tracked how much faster Ramp’s platform could do the same job.

They recontextualised a cultural icon to make a point about speed, simplicity, and frustration that every office worker recognises.

𝗧𝗵𝗲 𝗿𝗲𝘀𝘂𝗹𝘁? Pure deadpan comedy that makes the point instantly clear. 

The lead up to it on socials was genius. The TikTok campaign’s already passed 𝟭𝟯 𝗺𝗶𝗹𝗹𝗶𝗼𝗻 𝘃𝗶𝗲𝘄𝘀.

Not bad for a company that sells expense software.

This is AI video counter culture. Expect to see more B2B livestreams!

If you can make someone 𝘧𝘦𝘦𝘭 something in B2B, you’re no longer fighting for attention. You own it.

PS: If you care about where culture’s heading, follow me for daily content inspiration.

Cheetos launched pants you can wipe your fingers on 🧀👖

Not a joke. A real collab with designers like Kenneth Cole and Zang Toi.

A pair of orange trousers built in the exact shade of Cheetle, with towel-textured thighs and pockets made to hold a bag of Cheetos.

They sold out in a day. Lol. 

A gimmick dies fast if it’s random. This one works because it’s rooted in behaviour… everyone wiping Cheetle fingers on their pants. 

That’s the fandom play. Shared habits become shared codes. And when you wear the pants, you’re signalling you’re part of the tribe and in on the joke.  

The stunt has all the mechanics of modern culture marketing.

Limited drop. Spectacle in the press. Social chatter from people who couldn’t get a pair.

And even a redirect to other orange pants once stock ran out. Attention loop closed.

A brand playing with its fans, not just selling to them.

That’s how you cut through.

When Nike taps a crew like PNP Fitness, they’re betting on culture before it hits the mainstream.

PNP (Push N Pull Fitness) are a London-based gym and the home of calisthenics, founded by Theo Caldwell. The brand is pure London coded: raw, aesthetic, and built from the community up.

In the film, every shot reveals a moment of elite calisthenics, bodies moving and balancing with precision and control, turning estate architecture into a training environment. Very UVU a decade ago if you remember their early zines. 

The whole thing feels like 𝗺𝗼𝘃𝗲𝗺𝗲𝗻𝘁 𝗮𝘀 𝗶𝗱𝗲𝗻𝘁𝗶𝘁𝘆. Raw physicality shaped by the city around it. 

Nike is working double hard to stay close to what’s next in culture. They’re betting on pockets of niche legitimacy. On up-and-coming collectives that already have the co sign of the streets and the fandom brands spend millions trying to buy.

PNP have already supported Corteiz on the rollout of the Air Max 95, marked ‘PNP Confirmed.’ Theo trains Clint 419. It’s that stamp of cultural approval that matters here.

Directed by Rory Wood.

Produced by Rowan Mackintosh King.

Very nice work.

This is what the internet is for. Can we take a second for this editing? 𝐔𝐧𝐫𝐞𝐚𝐥.

Pure, chaotic, brilliant creativity.

I’m genuinely so happy this blew up for @whats._.mean. The kind of creator who just 𝘨𝘦𝘵𝘴 it.

Raw idea, perfect execution, internet goes wild.

And the comments… chef’s kiss 🤌🏼

“Every cooking video should look like this”
“the most unrated video on ig”
“Has anybody pointed out that he is cooking?”

“AI could never.”

Creator content at its best 👏

Still one of the defining OOH ideas of the decade IMO.

Airbnb’s “Categories” campaign is an epic example of simple, systemic creative.

Big, unmistakable headlines. Arresting imagery.

A platform that can refresh endlessly and still feel fresh.

Shout out to Airbnb’s Creative Lead and Copywriter Elizabeth Bassett.

It’s fun, culturally tuned-in, and never loses sight of what Airbnb is all about.

What’s your favourite?

Connecting brands to culture with cool content that converts | Co-founder @ OK COOL | Daily posts on all things social & culture-first creative.

These social-first startups are eating the big brands market share because of creative like this 🔥

𝗚𝗿𝗲𝗮𝘁 𝗮𝗱. 𝗚𝗿𝗲𝗮𝘁 𝗰𝗼𝗻𝗰𝗲𝗽𝘁.

People don’t care that it’s not polished.

They care that it feels 𝘳𝘦𝘢𝘭.

Protect London just dropped this video promoting their new REVERSO PUFFA and it’s hit over 9 million views in Insta already.

Two founders who met in high school, bonded over CDG Converses, started spray-painting tees in Portugal, and now they’re running a global streetwear brand out of London.

Just taste, timing, and a micro story that people actually believe. Yes, lads!

PS: If you care about where culture’s heading, follow me for daily content inspiration

Streetwear’s gone walkies. adidas is creating streetwear for pets. 

Following the success of its China-exclusive drop in May, the brand is back for Fall with an expanded Pet Collection. 

Windbreakers, puffer vests, and track-style pieces stamped with the Trefoil and Three Stripes. 

Built for dogs. Styled like their owners. 

It's a smart category stretch. Pet fashion is a billion-dollar flex. 

China’s petwear market is worth over $1.8B and growing 20% year on year, driven by Gen Z owners who treat their pets like influencers. 

Globally, pet apparel’s set to hit $7B by 2030. 

I’m not for dressing dogs in ridiculous outfits, but the functional puffers? Fair game. 

Streetwear’s always been about belonging. Matching your dog just doubles the signal. 

They’re expanding the ecosystem. For Gen Z, the dog is way more than a companion. It’s a brand extension. 

They’re selling cultural symmetry. 

I think I need a dog. 

Are you buying it?

The Ordinary just called out the entire beauty industry.

Their new campaign, 𝘛𝘩𝘦 𝘗𝘦𝘳𝘪𝘰𝘥𝘪𝘤 𝘍𝘢𝘣𝘭𝘦, takes aim at skincare pseudoscience with a film that feels more like dystopian cinema than advertising.

It drops us into a hyper-surreal classroom where students chant skincare mantras, mimic viral routines, and perform rituals in unison. 

The visuals are hypnotic… the kind of eerie, high-concept world that makes you stop scrolling.

Every move, every frame, is a send-up of the nonsense that’s crept into the industry. “Medical grade.” “Miracle.” “Rare ingredients.” The words we’ve been sold as science, when they’re really just marketing theatre.

Half of UK shoppers say they’re more likely to trust a product described as “luxury.”

One in ten Americans will pay $75 more if it claims to use “rare ingredients.”

The brand has spent years fighting misinformation and pushing ingredient transparency. 

This campaign just turns that mission into something more cinematic, part satire, part art, part wake-up call.

What side are you on? Is most of the beauty industry just manipulation dressed as science?

𝗜𝘀 𝘁𝗼𝘅𝗶𝗰 𝗳𝗶𝘁𝗻𝗲𝘀𝘀 𝗰𝘂𝗹𝘁𝘂𝗿𝗲 𝗼𝗳𝗳𝗶𝗰𝗶𝗮𝗹𝗹𝘆 𝗱𝗲𝗮𝗱? Virgin Active seems to think so.

Their latest global campaign takes direct aim at the performative wellness culture that’s been making people unwell.

Instead, they’re reframing recovery as strength and rest as part of the work.

The campaign launched around World Mental Health Day and the Royal Parks Half Marathon, turning mile markers into moments of satire. 

Even the Recovery Zone became a statement: wellness doesn’t have to look punishing.

It’s part of a bigger shift happening across culture.

And Virgin isn’t alone.

𝗪𝗪 dropped its diet messaging for a broader wellness focus.

𝗩𝗶𝗰𝘁𝗼𝗿𝗶𝗮’𝘀 𝗦𝗲𝗰𝗿𝗲𝘁 replaced perfection with empowerment.

𝗡𝗶𝗸𝗲 launched the 𝘞𝘦𝘭𝘭 𝘊𝘰𝘭𝘭𝘦𝘤𝘵𝘪𝘷𝘦 to talk about rest and connection as much as training.

They’ve all recognised the same truth. The audience has changed mood.

People are done with hustle dressed up as health.

𝗪𝗵𝗮𝘁 𝗯𝗿𝗮𝗻𝗱𝘀 𝗮𝗿𝗲 𝗱𝗼𝗶𝗻𝗴 𝗿𝗶𝗴𝗵𝘁 𝗻𝗼𝘄:

👉 Tapping into cultural fatigue instead of ignoring it.
👉 Using contrast, not reinvention. 
👉 Proving the change through action. Less tagline, more behaviour.
👉 Showing humility. Admitting that old messages don’t fit the times anymore.

In 2025, wellness isn’t about doing more. It’s about 𝗳𝗲𝗲𝗹𝗶𝗻𝗴 𝗯𝗲𝘁𝘁𝗲𝗿.

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