Alex Bogusky, advertising Dadaist, postmodern media manipulator, pop-culture Houdini, daddy of 21st-century advertising, and now a seeker of meaning on the dirt path of life, has left the hot agency
he built -- Crispin Porter + Bogusky -- to discover the next leg of his journey. Working in a modest house in Boulder, Colo., known as The Fearless Cottage, a hub for entrepreneurs and activists,
Bogusky says he is finding his true self.
The rich man who built his career pushing sugary sodas for Coca-Cola and greasy pizza for Domino's now recommends documentaries like "The
Future of Food," about the dangers of genetically modified food. Films like "The Corporation (big business is psychopathic) have shifted his thinking about capitalism and Wall Street. He has become a
vegetarian.
Bogusky has made the FearLess Cottage something of a draw for people he deems, as he has inscribed on the cottage's keys, "capable of pushing aside fear in pursuit of doing the
right thing," which is to "help define a new era of social responsibility."
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