Warmer Sunday

Every Sunday, during my morning cafecito, I’ll share three powerful ideas transforming culture. Some ideas will be ads or about advertising. Some may be about design or fashion. Others will be about art, illustration, animation, motion, audio, cinema, books, or any other idea worth sharing. You get the idea.

Apple just became F1's official broadcast platform—and they're not arriving empty-handed. A good movie, a 2nd gen Vision Pro with a spatial viewing experience, and exclusive streaming rights to the fastest-growing sport on TV (thank you, Drive to Survive and Netflix). This isn't just an expensive broadcast deal. It's Apple's playbook: own the content, control the experience, and make the hardware irresistible. Liberty Media (F1's owner) is about to print money while Apple changes how we watch racing forever.

Remember the haptic trailer?

Heinz keeps approving bangers—from "Draw Ketchup" to the pickle ketchup memes to AI-generated Heinz bottles that all look identical. The pattern isn't luck. It's culture. When you simplify briefs, eliminate approval layers, and treat agencies like partners instead of vendors, you get all the ideas—not just the safe ones. Heinz proves that saying yes consistently builds a reputation that attracts even better work. And better works brings results. Repeat that with me. Great work brings results.

Work by Rethink

Moncler just broke the internet with two of the biggest actors of our generation, impeccable photography, and a tiny sleeve logo. The concept: "Warmer Together." No stunts, no gimmicks, no AI—just two friends, heritage craftsmanship, and the confidence to let the work speak. When you're this good, you don't need to try so hard.

Send it my way: [email protected]

Episode spotlight. A while back, I sat down with Juan Cruz Bobillo—Founder/CCO of Mostro Studio. We talked ideas, AI, and growing his practice with clients that trust creativity and originality. Link below if you want to listen while you scroll.

→ [ADQLEB - Bobillo]