1. The glass box that stopped Grand Central.

New York commuters are famously hard to impress, but Apple TV+ pulled off the impossible with a Severance pop-up that transformed Grand Central into a live-action Lumon office. A glass cube, actors trapped in a loop of mundane office work, and yes, Adam Scott himself—all performing their eerie workplace routines like corporate zoo animals.

While Timothée Chalamet is out here pretending to understand football and Zendaya's serving lewks mere mortals couldn't pull off at their own wedding, the Severance crew chose violence: making A-list actors endure the same fishbowl surveillance as their characters. Every commuter rushing past was living their own version of the show’s premise—the grind between work and personal life—making the stunt less “look at these famous people” and more “oh god, that’s literally us.” For a show about the horrors of corporate surveillance and workplace alienation, turning Grand Central into a human terrarium might be the most meta marketing move since… well, ever.

2. Turning a pile of phones into cinematic chaos.

Remember OK Go, the band that turned treadmills into performance art and made physics class look fun? They’re back with another impossibly intricate music video that makes your perfectly timed TikTok transitions look like a flipbook drawn in crayon. For their new track, “A Stone Only Rolls Downhill,” they orchestrated 64 smartphones into a mesmerizing dance of split-screen chaos.

While most bands are happy to drop a lyric video and call it a day, OK Go thrives on turning everyday objects into creative playgrounds. Whether it’s treadmills, Rube Goldberg machines, or 64 smartphones, they prove that constraints aren’t limits—they’re launchpads for creativity. In a world where bigger budgets often mean flashier effects, OK Go reminds us that sometimes, the most mind-blowing ideas come from working within tight parameters.

3. Cliff divers, bad enchiladas, and a $20M bill.

When most people get nostalgic about their childhood favorites, they might track down an old toy on eBay or rewatch a beloved movie. But if you're the South Park guys with cartoon money to burn? You drop $20 million renovating a Mexican-themed restaurant famous for cliff divers and questionable enchiladas. Trey Parker and Matt Stone's obsession with saving Denver's Casa Bonita started as a $6 million passion project but quickly spiraled into what might be the most expensive case of nostalgia-driven renovation ever documented.

The new film "¡Casa Bonita, Mi Amor!" follows their journey from "hey, remember that crazy place?" to "we need a James Beard-nominated chef to perfect our sopapillas." If you ask me, the most ironic part is that the original Casa Bonita was already a 1970s theme park version of 19th-century Mexico – meaning Parker and Stone just spent a fortune authentically recreating something that was never authentic to begin with.

Bonus curious thing: the Dawn rebrand—messy middle and all.

Brand launches usually come with a grand reveal—the perfect logo, the polished case study, the glossy “after” shot. But the messy middle is where the real magic happens. That’s why I’m taking a different approach with Dawn’s next chapter: sharing the branding process as it unfolds, unfiltered.

I’m calling it Branding in Public. We’re documenting the journey—raw conversations, evolving ideas, and maybe even a few wrong turns (because let’s be honest, they happen). If you’ve ever wondered how brands take shape, here’s your chance to see it in real time. Episode 1 is live—come see where it all begins.