The courtroom footage, the family photos, the reaction videos, the comment sections full of people who have studied every detail with forensic intensity. It's all out there, and it's helping shape some important discussions around maternal mental health and institutional failure that deserve to be public. But this whole thing's also spelling out something else about social media - something to do with US, a reality that, in many ways, is much harder to sit with.

- Devin Pike, Copywriter

The Verge reports that a short promotional clip discovered inside the macOS Tahoe 26.7 Release Candidate shows the upcoming camera-equipped AirPods in action for the first time. In the clip, a man holds up a book while wearing the earbuds as a Siri voiceover explains: "With Visual Intelligence, your world becomes saveable. See something you like? Just ask me to save it for later".

The cameras - so we're told - are not designed for taking photos or recording video. They feed low-resolution imagery to Apple Intelligence so Siri can identify and respond to things in the user's environment. The software also contains a "Hair Detected" error message warning users to keep the AirPods unobstructed for accurate results. Given the demo's presence in shipping software, an announcement alongside the iPhone 18 lineup next month looks likely.

Now, in what's certainly one of the more interesting marketing trends of 2026, Marketing Brew reports that big brands like Liberty Mutual, General Mills and Pinterest are turning to handmade puppets as a deliberate antidote to AI-generated content. Liberty Mutual worked with Jim Henson's Creature Shop to create its fuzzy yellow blob Liberty Biberty. And it's confirming the hairy orb's realness through behind-the-scenes content showing its construction.

It's a fairly simple strategy: fight off the AI slop by signalling human craftsmanship through a physical puppet that took months to build. As one commenter on Liberty Mutual's socials put it, the fact the brand "went with a physical effect and not CGI or AI makes me trust them." So strap in y'all - the age of puppets is upon us.

And finally, Jason Kelce partnered with Liquid Death to ask for your pee. I'm not kidding. Amidst the controversy around AI data centres being built, Marketing Dive reports that Liquid Death and Kelce, through his Garage Beer brand, have released a urine-centric music video. Kelce stars in the video and urinates into a jar while explaining that AI data centres use up to 5 million gallons of water a day to cool their servers. Soon after, dozens of characters join him carrying containers of yellow liquid and singing: "We want your pee, please give us your pee, let's pee on computers, together, to save humanity."

The video promotes a "Coolant Collector" product and encourages consumers to send their pee to an AI data centre of their choice. Over 70% of Americans oppose building data centres in their area according to Gallup. This aligns with Liquid Death VP of Creative Andy Pearson's note that pushing back on data centres is "literally the one thing that unites all Americans right now." So hell yeah, brother - let it flow!

- Devin Pike, Copywriter

The level of public fixation on this ongoing trial has reached a staggering, unprecedented fever pitch. Myself included. I cannot stop watching. It’s so heartbreaking and crazy and I just have to know what happens.

Millions of users feel the same, deeply embedded in the digital comment sections, meticulously picking apart every single frame of courtroom footage, debating the psychological subtext of old family photos, and analysing the behaviour of her husband, Patrick, with the intensity of a top performing forensic team.

To look at this phenomenon with absolute, balanced discernment requires us to acknowledge that this intense digital spotlight serves an undeniable and necessary cultural utility.

The brutal and terrifying realities of severe postnatal depression and postpartum psychosis have long been swept under the rug. They've been treated as a taboo, shameful secret that mothers were forced to suffer through in total isolation. Often with devastating outcomes.

And so, I can’t help but view the volcanic explosion of attention surrounding this case to be a good thing. Because it has completely shattered that silence, and finally forced a conversation about the failure of maternal healthcare infrastructure, medical misogyny, and the psychological vulnerabilities of early motherhood.

In a historical legal landscape where the voices and mental health crises of women have been routinely dismissed or criminalised, this online community operates as a defensive shield. It ensures that the institutional trial remains entirely transparent under the watchful gaze of the public.

But as I found myself wading deeper into the endless scroll of reaction videos, theory carousels, and trial live-streams, I realised that an unsettling, and very dark boundary is being crossed here.

The true, horrifying nature of this shift was laid bare to me recently when I read a comment under a clip of Lindsay breaking down in court to the details of her children's murders: “Netflix is about to make the most insane documentary about this.”

It was a casual, offhand remark that exposed the modern feeds’ profound moral numbness.

We have become so f*cking desensitised by the true-crime industrial complex that we are no longer capable of processing real-world grief without filtering it through the lens of a streaming service's upcoming content slate.

We are look at a catastrophic event where three innocent, young children lost their lives. A mother's psyche was completely fractured. And our immediate cognitive reflex is to evaluate its potential as high-velocity entertainment fodder. Like… I’m sick to my stomach.

Because, as we all know, the interest-based algorithm doesn't care about the ethical boundaries of empathy or the sanctity of a family's grief. It only cares about the duration of your linger-time on the screen. The machine recognises that collective obsession and moral outrage are the highest-converting drivers of visual data on the digital market.

Because of this, it actively incentivises thousands of independent creators to turn a living, breathing legal tragedy into a structured, episodic reality show.

We see people picking sides, creating fan edits of courtroom lawyers, and treating a desperate search for the truth as a competitive game where they can farm engagement metrics and boost their personal brand equity off the back of an unfathomable trauma.

We have to stop and ask ourselves exactly where we draw the moral line before our digital consumption becomes entirely exploitative.

It’s entirely possible to advocate fiercely for maternal mental health reform, demand absolute transparency from the legal system, and hope for a fair trial without turning the details of a family's destruction into background noise for our daily scrolling habits.

I pray that justice is served, however that looks. But at the end of the day, three children are dead, a mother is bound to a wheelchair, and potentially a jail cell.

Step out of the comment section, turn off the trial stream, close the app, and allow yourself to sit with the quiet, respectful weight of genuine human grief.

Because in a digital panopticon that wants to turn every single tragedy into an automated piece of content, sometimes the "right thing to do” is not speaking up to join the online mob; but having the basic grace to respect the dead in silence.

-Sophie Randell, Writer

The line comes from Adéla's song "Ain't in LA," a love letter to her hometown of Bratislava, Slovakia, and a rejection of the idea that ambition and main character energy only exist in LA. The chorus says the baddest bitches ain't in LA, and Adéla herself kicked off the trend, posting "someone has to hold it down in Bratislava, Slovakia, can't always be LA." People ran with it, repping their own hometowns, cities, or random local corners of the world instead of chasing big-city clout.

My fav examples include:

Use the sound, film yourself somewhere that reps your actual city, block, or local spot, then caption it "can't always be LA, someone's gotta hold it down in [your place]."

A few ideas to get you started:

-abdel khalil, brand & marketing exec

Hey Cillian!

As humans, we have a natural appreciation for talent. So you're in a good position to make content people want to watch because you have a talent to share! My advice is to do some research on the platform where you want to build your audience. See what content formats other people have used to successfully showcase their skills.

Don't just look for content you enjoy—look for content that has gotten good viewership and engagement. Once you've got some source material, figure out how to replicate that content style for yourself. It's important to pay attention to the on-screen text, camera angle, and other details from your source material, then try to match it as well as you can.

You will likely need to do a good bit of experimenting, but if you start by re-creating a piece of content that has already performed well, you will find out what works much faster than just doing what you think might work.

We get it. Creating content that does numbers is harder than it looks. But doing those big numbers is the fastest way to grow your brand. So if you’re tired of throwing sh*t at the wall and seeing what sticks, you’re in luck. Because making our clients go viral is kinda what we do every single day.