Meet us_

NinetyNine
NinetyNine was born from a simple yet powerful realization: while the world is beautifully diverse, the media we consume rarely reflects it. We, Soof and Friso, saw a glaring gap—people with disabilities make up a significant part of our communities, yet remain largely invisible in advertising and media.

Sophie-Anne
Sophie-Anne is an expert by experience in representation and visibility, working as a speaker, presenter, podcast maker, content creator and D&I consultant. Born with a physical disability, she grew up without seeing herself reflected in media or campaigns, where everything revolved around adapting and remaining invisible. In 2021, she consciously chose visibility by replacing her camouflage prosthesis with a glitter prosthesis. Her TED Talk about this reached a wide audience and confirmed her conviction: difference is universal and deserves visibility.

Friso
Friso brings a background in marketing and strategy, shaped by his work in Australia's disability sector, where he was inspired by the power of authentic representation. Seeing firsthand what's possible when disability representation is done thoughtfully made the gap in the Netherlands impossible to ignore.

Together
Together, we combine lived experience with strategic expertise to build the bridge. We help brands, media and organizations anchor representation in a credible and strategic way. We believe normalizing disability starts with visibility. When people see themselves reflected in media, everything shifts—for individuals, for communities, and for brands ready to authentically connect with everyone.

We're here to create social impact and business growth, hand in hand. Let's change what representation looks like.