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The Hype #074 The Hype #074

Welcome to The Hype. Our fortnightly drop of culture from Hyperactive HQ. Bringing you our top selects from the worlds of brand experience, marketing, entertainment and technology.

In celebration of the re-release of its iconic 90s Mera Peak jacket, Berghaus sought to create a captivating short film that showcased the jacket’s timeless appeal. To achieve this, the brand enlisted artist and filmmaker Glenn Kitson. The resulting film blends together soundbites, real-life footage, and AI rendering to bring the essence of the jacket to life.

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Samsung mesmerised the night sky over Canary Wharf last week with a spectacular drone spaceship exhibition featuring 550 vibrant drones. This eight-minute-long display, set against the backdrop of the River Thames, marked one of the UK’s most expansive private drone showcases. Illuminating the night sky with the message “Galaxy AI is here,” spanning 160 metres wide, Samsung unveiled its latest Galaxy S24 devices, marking the tech giant’s most significant launch to date.

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The Brazilian football icon Ronaldinho Ga├║cho took the runway by storm, eliciting cheers from the shocked crowd. The brand unveiled its much-anticipated jersey collaboration, after a recent announcement, disclosed its partnership with the legendary figure and introduced a dedicated line of football jerseys inspired by Ronaldinho.

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