What’s the secret to successful branded content? For viral Brazilian comedy sensation Esse Menino, the immediate response was, “Being hot.” But what he really meant was this: it’s all about brands not being afraid to take creative risks, and giving creators like himself the freedom to be their authentic selves. In this episode, our hosts sit down with a legend of our times to discuss the true meaning of virality, the impact of being queer on Esse’s worldview, and the ever-blurring lines between art, commerce and politics. Having found internet fame in 2021 thanks to a political satire video that made it big, Esse has since become an international comedy superstar, writer, activist, and influencer with 1.5M Instagram followers. He creates viral content – for mega brands like Smirnoff and Kinder Bueno – by being true to his identity, without ever actually revealing his name (“Esse Menino” means “This Boy” in Portuguese). Listen for an iconic life story, unique perspectives on social marketing, and important lessons for anyone looking to go viral – if that is indeed your goal – whether you’re a brand, creator, or anything in between.