Summer, Stretched

Sports Illustrated kept uploading Kate Upton beach videos for months—slightly different crops, slightly different lighting, but the same photoshoot stretched across dozens of uploads. It works because Kate Upton is pleasant to look at, and they know exactly how to package that. But you can see the machinery completely bare: one day of shooting turned into a summer of content, each video a marginal variation designed to feel fresh enough to click on. It’s so transparent about what it’s doing that you almost respect the efficiency.