Consumer expectations and standards are rising. The success threshold for a campaign, an ad, a new brand, or a new app has risen to a new level.

We’re working here to continue to sift through the noise for the items we believe deserve to be highlighted as examples, things that surprise and excite consumers - items where execution is fresh and new or immaculately conceived and executed.

This week Clayton continued his online ode to boating footwear while Oren gave a lil’ creative tour of Boston, and talked about working capital for eCommerce businesses with HYPER’s fiscal partner of choice: Mercury.

In this edition of HYPER, we break down a handful of products, activations, and visuals that we feel have carved their own space out in our increasingly noisy world of promotions and launches.

Enjoy.

How to actually win on TikTok Shop

Look, finding the right creators feels like searching for a needle in a haystack.

But it doesn't have to be that way; Superfiliate’s TikTok Shop fixes this!

Too many brands waste time manually scouting influencers or overspending on big names with little to show for it.

The problem is that you're not tapping into the creators who can actually move the needle for your brand.

Instead, supercharge your reach by connecting with thousands of target creators—fast.

Here’s how me and Oren would do it:

• Discover thousands of ideal creators in minutes.

• Reach out to them at scale, no more one-by-one messages.

• Auto-invite them to collaborate directly on TikTok Shop.

• Double down on top performers who drive real results.

• Uncover insights on what's actually working to fuel your growth.

You can do all of this with Superfiliate's new TikTok Shop integration.

While most TikTok focused apps focus on a single function, it creates a fragmented experience that neither brands nor creators want to deal with. The beauty of Superfiliate is they allow you to bundle multiple tools into one platform — from discovery to outreach, with more to come.

It's seamless, powerful, and built to help you crush it on TikTok.

Learn more about how to use TikTok Shop for your brand 👇

Bringing out the inner child

Is it just me, or have you you noticed a shift back to brands and products with a playfulness and childlike aesthetic in design?

This seems to be trickle down of our nostalgic love for collectibles and it’s fun to see how it shows up in branding and product design right now. Here’s a few examples:

Antibiotic smile

Buddy Chub by Friends with You

Who doesn’t want a ceramic cookie car? Big shout to Sam Borkson & Arturo Sandoval, the duo behind FriendsWithYou.

Putpet

For a more lo-fi option, we present you Putpet, a Japanese-based creator of colorful toys, stuffed animals, and puppets. , has created a magnificent little accessory that you can find on their IG or at Toronto’s finest, Lost & Found.

Putpet, a Japanese maker of small toys, stuffed animals, and puppets, has created a magnificent little accessory that Shop Lost & Found in Toronto has curated.

Creative inspo — merging Footwear 🤝 Nature

If you’re launching a new product, consider creating a natural connection with the environment in which you want it to be seen or utilized.

Visions of the meme “what it’s meant to see vs. what it sees” may come to mind, but in all seriousness, it naturally creates a more robust brand narrative when you draw references to where the product is made to be used.

Here’s a few examples of this, with footwear as the focus:

NN. 07 x Fracap

Factor’s Atlanta

Tarvas

The wild world of beauty packaging

ICYMI — we recently teamed up with the homies at Vaan Group to produce an in-depth report on the modern landscape for beauty brands on the internet.

One core component of this new wave of beauty is the bombastic, over-the-top, wonderful packaging inspiration.

The truth is, a brand’s packaging presence matters more online than ever before, because every unboxing or product preview is an opportunity to sell to viewers, whether it shows up in a IG Story, a TikTok, iMessage, or DM to a friend.

The ripple effects of good packaging design are priceless, and smart brands know this. So they lean in.

Here’s a run down of some of our favorite packaging by brand right now (along with the full report once you sign up, the link will be emailed to you).

Retail activation ideas

The Thom Browne takeover

As if Thom Browne couldn’t get any cooler, he hosts a lovely, intimate dinner at the West Village’s Commerce Inn to celebrate the brand’s Spring 2025 collection.

This is how you do a branded dinner.

Aesop x Satisfy Running

To celebrate the launch of the Personal Best kit—a trio of formulations—Aesop teamed up with Parisian-based running brand Satisfy to do a joint store activation capitalized by a run around Paris.

This nicely done partnership merges activity with wellness, skincare, and all the feel-good elements you get from Aesop’s luxurious brand aesthetic.

Introducing Roku Ads Manager: CTV Ads Made Simple

• Reach viewers where they’re already engaged on the big screen

• Run ads on top ad-supported streaming channels

• Get started today for as little as $500

Reach your audience on Roku