Alison Grasso

HOPE YOU FAIL

Alison Grasso • 20 mins • UK/USA • 2022

What is… a sprinkle? For Rich Myers, they’re more than colorful, edible, fun pellets — they’re a hill worth dying on. When Rich’s recently rebooted Leeds dessert shop Get Baked gets busted by Trading Standards for the use of illegal American sprinkles, it’s an opportunity for him to leverage his loyal social media following and make a grab for viral fame. But while the story gets global attention and propels the business forward, Rich continues to live in the shadow of his previous defeats. Hope You Fail takes a deeper look at a fluffy viral moment by examining the real person behind a small business, what compels their obsession with rainbow sprinkles, and the anxieties resulting from prior failures that inevitably color their future.