Signal · Nº 011
The Cover-Up Was the Campaign
FIFA covered Levi's logo at the World Cup. Levi's turned it into 35 million views. The lesson isn't about marketing agility — it's about what happens when you test a brand by taking it away.
Signal · Nº 010
The Conference Was Loud About AI. The Best Work Was Quietly Human.
Cannes Lions 2026 closed. Every panel was about AI. Every Grand Prix winner was human. Here is what the industry's most prestigious creativity awards actually published: a price signal.
Decoded · Nº 009
The Subway Was the Point
Matthieu Blazy held his Chanel Métiers d'Art show in a decommissioned New York subway station. The pieces sold out before lunch. The lesson has nothing to do with fashion.
Cultural Signals
The Show Is the Story: Louis Vuitton SS27 and the New Spectacle
Pharrell's SS27 show wasn't a fashion show that happened to have a good story. It was a story that happened to include fashion — and that distinction matters enormously right now.
Cultural Signals
Signal Over Noise: Why Subculture Predicts Mainstream
The future doesn't show up in boardrooms. It shows up in basements, comment sections, and the movements most brands aren't watching — until it's too late.
Cultural Signals
The Last Unfakeable Thing: Why Human Expertise Is the Most Valuable Asset in the AI Era
AI made content free. That didn't make content worthless. It made the human signal inside content priceless — and most brands are sitting on that asset without knowing it.