WHY THE SFF EXISTS



At the School of Future Fundamentals (SFF), we believe that artificial intelligence should enhance, not replace, human expertise. Our mission is to equip executives, companies, and universities with the knowledge and skills to navigate AI’s role in marketing, communications, and creative industries—ensuring that people remain at the center of strategic decision-making.


Our courses are built on deep research into AI’s capabilities and are designed to integrate these insights with the core principles of marketing and communications. By bridging technology with strategic fundamentals, we create new opportunities for more effective, engaging, and forward-thinking approaches.Unlike many institutions that focus on automation and tools, SFF prioritizes amplification over automation and concepts over content—emphasizing critical thinking and strategic application over mere execution. We empower professionals to harness AI as a force multiplier, unlocking greater creativity, efficiency, and impact. Our approach gives participants a distinct strategic advantage, ensuring they are not only prepared for the future but actively shaping it.

OUR  TEAM

 

Our people are industry professionals, education experts, and entrepreneurs who bring real-world experience and a deep understanding of AI’s impact on business and creativity.

The insights presented in each course come from actual processes that have been created, tested, and implemented—ensuring that participants gain the benefits of real-world outcomes rather than hypothetical ideas. We believe in teaching what works, giving professionals the tools and strategies that have already proven effective in dynamic, high-stakes environments.
By combining expertise across industries, our team ensures that SFF is not just an academic institution, but a hub of practical, cutting-edge knowledge where AI and human intelligence work together to drive meaningful innovation.


Onur kece
Founder of SFF / Lead, Microverse & AI Communications Subject matter expert

Onur Kece is the founder of the School of Future Fundamentals (SFF) and The Refreshment Club (TRC), a creative agency that merges AI-driven innovation with human-led brand building. As an AI consultant for Roland Berger and creative advisor for Maison Meta, he helps brands rethink marketing, strategy, and creativity in an AI-powered world. He is also a board member of Parsons Paris, an MBA mentor at Istituto Marangoni, and a communications mentor at SCAD, shaping the next generation of creatives.

At SFF, Onur leads courses on Microverse & AI Communications, exploring how brands can use AI to enhance storytelling, consumer engagement, and strategic communication in the evolving digital landscape. Recognized in AdNews 40 Under 40, his work in advertising has earned Gold Effies, Clios, Young Guns, LIAAs, D&AD status, and Cannes Lions shortlists. His approach prioritizes amplification over automation, strategy over execution, and human creativity over machine shortcuts. Through SFF, he equips professionals, companies, and institutions with the tools to integrate AI not as a replacement, but as a catalyst for innovation and strategic impact.
Alix Petit
Ai Fashion Business Subject matter expert

Alix Petit is an AI Fashion Business Lecturer, founder of Heimstone, and partner at The Refreshment Club (TRC). As one of the earliest adopters of AI in fashion, she has redefined how brands integrate technology across the entire creation funnel—from communications to product development. Her work focuses on leveraging AI as a tool for amplification rather than automation, ensuring brands retain their creative identity while optimizing their strategy and execution.


At SFF, Alix leads courses on AI-driven brand strategy, digital storytelling, and product innovation, helping businesses navigate the evolving fashion landscape. Drawing from her experience as a founder and creative director, she equips professionals with the tools to merge AI with human intuition—enhancing design, marketing, and business decisions in an industry undergoing rapid transformation.

Edward Mills
Chief Learning Strategist 

Edward Mills is the Chief Learning Strategist of the School of Future Fundamentals (SFF), where creativity, communication, and AI converge. With a background in academic leadership and emerging technologies, he is helping to guide an institution aiming to establish AI as a tool for expansion, not replacement.

Mills is also Associate Dean of Faculty Affairs and Academic Planning at Parsons Paris, where he has helped develop interdisciplinary programs blending design, strategy, and technology. His career spans leadership roles at the Hackley School in New York and the International School of Management in Paris, always focused on innovation for success in education.

At SFF, Mills leads a future-facing approach to creative learning, preparing learners to work fluidly between human intuition and AI-driven possibilities. His vision is clear: AI isn’t the future of creativity—it’s already here. The challenge is how we use it, and SFF exists to answer that challenge. 

Mills holds an MA in Political Science from the University of North Carolina, Chapel Hill and Sciences Po-Paris as well as a BA from Skidmore College, NY.

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