Nobody has ever asked me the question.
So I’m going to ask it myself.
Why communication? Why this almost obsessive need to see companies and freelancers stand out, do things differently, or simply do something else?
I’d love to tell you it all started after a deep strategic reflection conducted from the comfort of my bed, armed with a strong homemade hot toddy and a notebook full of genius ideas.
But that would be a lie.
So let me tell you the real story.
My Solid Shampoo Phase
Back in 2018, or somewhere around there, I was going through my eco-conscious phase.
Homemade cleaning products. Buying local. Less plastic in the cupboards. Growing seeds of something I can no longer remember in my garden. You get the picture.
Then one day, I stumbled upon a completely insane social media post by Christel Carlier.
Christel had launched Wash Wash Cousin, a wildly unconventional solid shampoo brand that looked like it had been invented somewhere between a heavy metal concert and a beer-fueled brainstorming session.
The whole thing was supposedly sponsored by her pet squirrel, Cousin Hub.
Now, fact-checking may be required here. But I distinctly remember asking her about it the only time I ever met her, and I believe there was at least a grain of truth in the story.
I swear I’m not making this up.
I Have a Problem with Beauty Advertising
Usually, when you think about cosmetics and personal care brands, you picture flawless women wearing just enough makeup to look effortlessly perfect.
Soft music.
A calming cup of chamomile tea.
A spotless bathroom straight out of a home decor catalogue.
And somehow, every single person in those ads has the kind of hair you’ll never have.
Never.
Not unless a professional hairdresser shows up in your bathroom immediately after your shower to style your hair while applying the latest miracle potion from the marketing gods.
Sorry.
I’m getting worked up.
Then Came the Slap
And then came Wash Wash Cousin. This woman was completely bonkers. Completely bonkers. But she was serious about what she was doing.
And that was exactly what made it brilliant. Everything was the exact opposite of what I had come to expect from marketing communication.
That was the moment. That’s where it all started. Every post made me laugh. Christel had this incredible ability to escape the polished, predictable, painfully corporate standards of traditional marketing communication.
And somewhere in my brain, a circuit breaker flipped. I want to do that, I thought. Not make solid shampoo. That’s not my thing. But talk to people like actual human beings? Write the way people really speak?
That, I absolutely loved.
Thank You, Christel
So thank you, Christel. Wherever you are. Seriously, thank you.
I’ve carried that idea with me ever since: bringing a little bit of that inspired craziness into everything I write, create or film. Sure, I don’t have blue hair. I don’t have tattoos. I don’t have a nose piercing. I’m more rock than metal. And I don’t like beer.
But I do want people who stumble across my content, or the content I create for others, to stop scrolling. To read. And maybe think: “Wait a second… there’s actually a real human being behind these words.”
A real person. With a head. Two ears. A mouth. A nose. Head, shoulders, knees and toes. Knees and toes.
So There You Go
If you’re looking for someone who’s just a little bit bonkers, feel free to reach out.
Four to the floor, I was sure. Never seeing clear. I could have it all, whenever you are near.