Cinemorphosis

Tag: fiction

  • The Gold and Purple Pyramids at the Gates of Heaven

    The Gold and Purple Pyramids at the Gates of Heaven

    Last night, I dreamed I lived in heaven—and like most people blessed beyond comprehension, I had absolutely no idea.

    The dream began in a hectic classroom, as these things often do. I was teaching at a strange college campus. The students were more postgrad in their maturity and engagement than freshman—mature, sharp, and fully caffeinated on the joy of learning.

    We were deep in discussion, when I glanced out the window and saw rain falling in soft sheets. I drifted, just for a second, and in that brief lapse, the class was commandeered—gracefully—by one of my more opinionated students, Tim Miller, moonlighting as a podcaster and self-appointed co-professor.

    Tim, without missing a beat, told everyone to take out the assigned blue textbook. The expensive one. The one I myself had never read. I looked at the book with the guilt of a host who’s never tasted his own hors d’oeuvres. Trying to recover, I asked what they thought. They said it was “okay”—the academic kiss of death. I nodded solemnly and was mercifully saved by the end of class.

    I looked at the exit and saw a nearsighted colleague half my age pushing a fleet of book carts. I offered to help. He kindly accepted my offer—but by the time I reached the carts, he had finished everything himself. He waved goodbye, like a benevolent young professor who didn’t need me after all.

    As I walked through the corridor, I spotted something. A green coffee mug I’d abandoned earlier on a table, shimmering like a forgotten relic. I scooped it up and raced across campus in the rain, placing it delicately on the windowsill of the library. Two librarians emerged, eyes wide with wonder, as if I’d returned the Ark of the Covenant. They smiled as if I’d done something sacred.

    Onward. The rain kept falling, warm and tropical, more blessing than burden. I reached for my phone–the same emerald green as the coffee mug–now coated in fine beach sand. I frantically wiped it clean, restoring it to its gleaming perfection.

    I wasn’t driving. I never did. I preferred walking the five miles home, savoring the trek. In the distance, my residence came into view: three mountain-sized pyramids rising into the mist, woven from purple and gold stone, arranged in a mesmerizing zigzag pattern. I’d always loved purple—no surprise there—but for the first time, I saw the gold properly. I normally detest gold. Too garish. But this gold? This gold was alive. Deep, radiant, humming with mystery.

    I realized, with a kind of thudding wonder, that I lived there. Among the pyramids. In the mist. In heaven. And somehow, until that moment, I’d never truly seen it.

    Then I woke up, soaked not in rain but contrition, and wondered: How much of my real life do I miss by failing to see what’s already shimmering around me? What marvels have I demoted to the mundane? What if heaven isn’t a destination but a perception we keep forgetting to use?

  • The Pilgrim, the Mansion, and the Flying Death Rig

    The Pilgrim, the Mansion, and the Flying Death Rig

    Last night, I dreamed I worked at a surreal hybrid of a college campus and an amusement park—the kind of place where tenured professors could file paperwork in one building and ride a log flume in another. Picture syllabus deadlines and cotton candy coexisting. Naturally, I was late for both.

    Meanwhile, several miles away in my old neighborhood, Marcus, a childhood friend, decided he’d had enough of modern civilization. His exit wasn’t dramatic—no manifesto, no angry blog post—just a quiet pilgrimage beginning in front of my house. The weather was unreasonably perfect. Sunlight filtered through air that smelled like rose petals and eternal spring. Think Garden of Eden meets Orange County real estate brochure.

    So why would Marcus leave paradise? We didn’t know. But my neighbors and I were offended by the sheer moral audacity of it. His journey felt like a judgment—like he’d stared into the hollow eyes of our HOA and whispered, “You people are dead inside.” Naturally, we chased him. Not to stop him, but to prove we were decent people too. We jogged after him, waving metaphysical CVs and shouting, “We recycle! We make our own salad dressing!”

    But Marcus was too far ahead. By the time I arrived at the college-amusement park, he was gone. I retreated to my professor’s office to catch up on what dreams insist professors do: paperwork. That’s when Mike arrived—a former student, Navy SEAL, and time-traveling spirit guide from the 1990s. He led me to a house in Buena Park, once his father’s, now transfigured by dream logic into a mansion of staggering beauty, where I apparently lived a life of joy and ease in another dimension. It was, quite simply, the life I never knew I had but now mourned like a phantom limb. I was flooded with regret. Why did I leave that parallel mansion where I was whole, radiant, and probably never had to grade a single freshman essay?

    Then the sun set, and—as dreams do—I stopped being a professor and morphed into some kind of blue-collar rig worker, one of four men hauling cargo across the freeways of this theme park universe. At breakneck speed, we clung to the roof of a truck, flying over the 5 freeway like a band of deluded daredevils. I alone had the courage (or sanity) to question this arrangement. “You know,” I said, wind slapping my face, “we don’t have to die tonight. There’s an interior cabin. With seats.”

    At first, they mocked me—because apparently, dreamland logic still includes workplace hazing—but eventually, they gave in. We climbed down into the safety of the rig, like cowards, or people who enjoy not being flung across asphalt.

    As I relaxed, I thought once more about that mansion in Buena Park, that shadow life where I wasn’t trying to prove my worth or cling to cargo. A life of belonging, not striving. Then I woke up, ate a bowl of buckwheat groats, drank my Sumatra coffee, and wondered what it all meant.

  • Writing Your Origin Story: A College Essay Prompt

    Writing Your Origin Story: A College Essay Prompt

    Writing Your Origin Story

    An origin story is a personal narrative that explains how someone became who they are—it connects formative experiences, struggles, and turning points to a clear sense of identity and purpose. It’s not just a chronology of events, but a curated account that gives meaning to the chaos, shaping pain, failure, or rebellion into insight and direction. Like a myth with teeth, a well-crafted origin story turns vulnerability into vision, showing not just where someone came from, but how that journey forged their voice, values, and ambitions.

    We have powerful examples of origin stories In the Amazon Prime documentary Group Therapy, in which Neil Patrick Harris plays a surprisingly restrained version of himself as moderator while six comedians—Tig Notaro, Nicole Byer, Mike Birbiglia, London Hughes, Atsuko Okatsuka, and Gary Gulman—dissect the raw material of their lives. The big reveal? That material doesn’t go from trauma to stage in one dramatic leap. No, it must be fermented, filtered, and fashioned into something more useful than pain: a persona built on an origin story.

    Mike Birbiglia delivers the central thesis of the show, and I’ll paraphrase with a bit more bite: You can’t stagger onto stage mid-breakdown and expect catharsis to double as comedy. That’s not a gift—it’s a demand. You’re taking from the audience, not offering them anything. The real craft lies in the slow, deliberate process of transforming suffering into something elegant, pointed, and—yes—entertaining. That means the comic must achieve emotional distance from the wreckage, construct a precise point of view, and build a persona strong enough to carry the weight without buckling. In other words, the chaos must be curated. Unlike therapy, where you’re still bleeding onto the couch, stand-up demands a version of you that knows how to make the bloodstains rhyme.

    This process is a perfect metaphor for what college students must do, whether they realize it or not. They’re not just acquiring credentials—they’re building selves by having a clear grasp of their origin story. And that takes more than GPAs and LinkedIn bios. An origin story requires language, history, personal narrative, and a working origin myth that turns their emotional baggage into emotional architecture. And yes, it sounds crass, but the result is a kind of “self-brand”—an identity with coherence, voice, and purpose, forged from pain but presented with polish.

    Because your success, as a human being and someone who is creative and productive in the workforce, requires an origin story, you will write your first essay about the origin story–what it is, how it develops in others, and how it develops inside of you. 

    To explore the origin story in detail, you will write an essay in 3 parts. Part 1 will analyze the importance of an origin story in the Amazon Prime documentary Group Therapy. Your job in Part 1 is to write a two-page extended definition of the origin story based on the hard-fought wisdom of the comedians who pour out their souls and explain how through their suffering, they discovered who they are, what makes them tick, and how their origin story informs their comedy. 

    In Part 2, you will write a two-page analysis of the origin story by choosing one of four media sources: 

    1. The Amazon Prime 3-part series Evolution of the Black Quarterback, a meditation on the courage of black quarterbacks who broke racial barriers and built a legacy of social justice for those quarterbacks who came after them. 
    2. Chef’s Table, Pizza, Season 1, Episode 3, Ann Kim, the origin story of a Korean-American whose origin story led her to become an award-winning chef. 
    3. Chef’s Table, Noodles, Season 1, Episode 1, Evan Funke, an American who goes to Italy where kind Italian women share their cooking so he can preserve traditional Italian noodles and become a true chef.
    4. Chef’s Table, Noodles, Season 1, Episode 2, Guirong Wei, a young woman leaves China to work in London to support her family and emerges as a noodle star. 

    In Part 3, you will write your two-page origin story. Taking the lessons from Group Therapy and the other media sources from the choices above, you will have the context to write about how you conceive yourself, your interests, your unique challenges, your unique doubts, your career goals, and your aspirations as part of your origin story. 

    Your essay should be written in MLA format and have a Works Cited page with a minimum of the 2 assigned media sources.  

    The 10 Characteristics of Your Origin Story

    1. You recognize your challenge to belong and understand why you don’t fit in with conventional notions of success, friendship, family, and belonging.
    2. You recognize your quirks, fears, and traits that make it a challenge for you to belong.
    3. You recognize the barriers between you and what you want. 
    4. You recognize what you want instead of chasing what you think others would have you want.
    5. You recognize being lost in a fog and having a moment or a series of moments in which you achieved clarity regarding what you wanted as a career, for your relationships, and for your passions. 
    6. You find a North Star, a higher goal, that pulls you from a life of lethargy and malaise to one of discipline and purpose. 
    7. You recognize the demons that you have to contend with if you are to rise above your worst tendencies and achieve happiness and success.
    8. You recognize the talents, inclinations, preferences, style, and biases that make you the person that you are, and you learn to embrace these things and allow them to inform and give expression to the kind of work that you do.
    9. You prove to your doubters that the path you have taken is the assertion of your true self and is the most likely path to happiness and success.
    10. You recognize mentors and role models who blaze a path that makes you see yourself more clearly and live in accordance with your aspirational self. 
  • Old Money, New Misery: My Southern Charm Obsession

    Old Money, New Misery: My Southern Charm Obsession

    Yes, I’m hooked—addicted, really—to Southern Charm, Bravo’s televised safari through Charlotte, South Carolina’s aristocratic swamp of ennui, vanity, and monogrammed dysfunction. Most of the men are local fixtures: old money, old habits, old egos. They drift through their curated lives like shirtless Gatsby extras, tumbling into affairs, start-up flops, and half-baked rebrands of their own manhood—usually involving whiskey, dubious real estate ventures, and “branding consultants” who charge $8,000 to tell them to get a podcast. They aren’t villains exactly—there’s a flicker of decency beneath the smugness—but they are prone to recreational cruelty. Boredom gives their mischief a sadistic edge. Monogamy is a punchline. Direction is a punch-drunk memory. They’re trapped in a gilded cage of their own entitlement, slouching toward irrelevance with cocktails in hand. For the most part, they are a cast of man-child babies performing businessman cosplay.

    The women, in contrast, seem genetically engineered for composure, ambition, and unearned patience. While the men unravel like overpriced cable-knit sweaters, the women balance jobs, goals, and the emotional labor of pretending to be intrigued by yet another man-child’s whiskey brand. They hold the show together. They’re smarter, sharper, and infinitely more emotionally competent. Frankly, they deserve their own spin-off where they leave the men behind and conquer the Southeast in blazers and heels.

    And presiding over this high-society soap opera like a Southern Sphinx is Grand Matriarch Patricia. She doesn’t walk—she presides. Draped in silk and judgment, she rules from her settee with a cocktail in one hand and a butler at her heels. Her hobbies include throwing theme parties for her yapping purse-dogs, matchmaking with surgical precision, and purchasing $30,000 gold elephants out of sheer boredom. She’s not a character; she’s a living monument to genteel tyranny. Watching her is like watching Downton Abbey if it were sponsored by bourbon and Botox.

    Honestly? The show makes me want to move to Charlotte. The humid rain gives me Florida flashbacks. The homes are plush, the restaurants look sinfully inviting, and every time I watch Southern Charm, I find myself daydreaming of strolling through the city in linen pants, pretending I too have nothing better to do than flirt, sip, and emotionally combust in a well-upholstered room.

  • His Royal Hairdresser: A Dream in Kettlebells and Class Anxiety

    His Royal Hairdresser: A Dream in Kettlebells and Class Anxiety

    Last night, my subconscious staged an outdoor fitness class without my consent.

    I found myself in a park in Redondo Beach, the sun blinding, the grass impossibly green—an Instagram-filtered fantasy of Southern California wellness. I was mid-kettlebell swing, drenched in purpose and a light sheen of dream-sweat, when I realized I was surrounded. Dozens of adult learners had appeared from nowhere, kettlebells in hand, eager and expectant. Apparently, I was their instructor. No one had hired me. No one had asked. But the dream had spoken, and I complied.

    Midway through a set of Turkish get-ups, a British emissary arrived. She looked like a character from a post-Brexit spy novel: stern, sun-dried, calves like cannonballs, dressed in a starched khaki uniform that screamed military cosplay and mid-level bureaucrat. She informed me—in clipped tones—that she worked for Prince Charles and that, regrettably, I lacked the proper haircut to instruct kettlebell technique. Apparently, the heir to the throne had strong feelings about grooming standards in recreational fitness.

    I explained, gently but firmly, that I was bald. Smooth as an egg. No haircut necessary. She did not care. My objections were irrelevant. Orders were orders.

    We marched off to a nearby luxury hotel, the kind with carpeting so plush it slows your gait. Prince Charles was there, sitting cross-legged on a massive hotel bed surrounded by two open laptops, deep in what I can only assume was royal doom-scrolling. When he saw me, he snapped both laptops shut with the speed of a man hiding state secrets or Wordle stats.

    He gestured toward a massive, throne-adjacent salon chair, upholstered in padded leather and colonial guilt. “You need your hair parted down the middle,” he declared.

    Again, I protested—I was bald. But His Royal Highness was undeterred. He placed a comb on my scalp, and as if conjured by the Crown itself, hair appeared. Thick, black, center-parted. The haircut was bestowed.

    Feeling both knighted and absurd, I reached into my wallet and tipped him two twenties. He accepted the bills with the contempt of a man too wealthy for paper currency. It was as though I had handed him used Kleenex. He nodded, purely out of ritual, and turned back to his laptops, already erasing the memory of me from his mind.

    I returned to the park, my hair neatly parted, my purpose restored. I resumed leading my eager students in kettlebell swings, disappearing into the warm fog of belonging, convinced—for at least this dream—that I was a vital member of my sun-drenched community.

  • Toxins, Teas, and the Tyranny of Self-Care

    Toxins, Teas, and the Tyranny of Self-Care

    In How to Be Well: Navigating Our Self-Care Epidemic, One Dubious Cure at a Time, Amy Larocca introduces us to the “Well Woman”—an aspirational specter of affluent spirituality who floats through Erewhon aisles like a priestess of turmeric. She is non-religious but deeply “spiritual,” an educated, upper-middle-class avatar of intentional living. Her diet? Whole, organic, plant-based. Her skincare? Sourced from the tears of ethically massaged avocados. Her wardrobe? Soft, breathable cottons dyed with herbs. Her soul? Allegedly pure.

    She’s the type who throws around words like “boundaries” and “holding space” while sipping adaptogenic mushroom tea. Fluent in therapy-speak and swaddled in the cozy lexicon of mindfulness, she’s not just living—she’s curating her life, building an identity out of emollients, detoxes, and artisanal spices. And all of it—every mindful, ethically sourced drop—feeds the $5.6 trillion wellness-industrial complex.

    Larocca sees through the yoga-scented fog. The Well Woman, she argues, is just the latest installment in America’s ongoing franchise of unattainable feminine ideals: a new model to aspire to, envy, and—most importantly—buy into. Today’s purity isn’t moral; it’s material.

    Reading Larocca’s opening, I couldn’t help but think of Todd Haynes’s 1995 masterpiece Safe, in which Carol White—a vapid housewife in the chemical-glazed sprawl of the San Fernando Valley—slowly dissolves into the cult of purity. After one too many trips to the dry cleaner, Carol spirals into an obsession with environmental toxins, abandons her friends and family, and ends up exiled to a pastel-drenched wellness commune. There she lives alone in a sterile dome, staring at herself in the mirror, parroting affirmations until there’s nothing left behind her eyes but empty devotion.

    Carol White is the ghost of the Well Woman’s future—a cautionary tale in Lululemon. She doesn’t find peace; she finds a purgatory curated by Goop. And as Larocca peels back the lavender-scented rhetoric of self-care, it’s clear she sees this modern cult of wellness not as healing but as hollowing—a $5.6 trillion seduction that promises salvation and delivers scented self-delusion.

  • Trapped in the AI Age’s Metaphysical Tug-of-War

    Trapped in the AI Age’s Metaphysical Tug-of-War

    I’m typing this to the sound of Beethoven—1,868 MP3s of compressed genius streamed through the algorithmic convenience of a playlist. It’s a 41-hour-and-8-minute monument to compromise: a simulacrum of sonic excellence that can’t hold a candle to the warmth of an LP. But convenience wins. Always.

    I make Faustian bargains like this daily. Thirty-minute meals instead of slow-cooked transcendence. Athleisure instead of tailoring. A Honda instead of high horsepower. The good-enough over the sublime. Not because I’m lazy—because I’m functional. Efficient. Optimized.

    And now, writing.

    For a year, my students and I have been feeding prompts into ChatGPT like a pagan tribe tossing goats into the volcano—hoping for inspiration, maybe salvation. Sometimes it works. The AI outlines, brainstorms, even polishes. But the more we rely on it, the more I feel the need to write without it—just to remember what my own voice sounds like. Just as the vinyl snob craves the imperfections of real analog music or the home cook insists on peeling garlic by hand, I need to suffer through the process.

    We’re caught in a metaphysical tug-of-war. We crave convenience but revere authenticity. We binge AI-generated sludge by day, then go weep over a hand-made pie crust YouTube video at night. We want our lives frictionless, but our souls textured. It’s the new sacred vs. profane: What do we reserve for real, and what do we surrender to the machine?

    I can’t say where this goes. Maybe real food will be phased out, like Blockbuster or bookstores. Maybe we’ll subsist on GLP-1 drugs, AI-tailored nutrient paste, and the joyless certainty of perfect lab metrics.

    As for entertainment, I’m marginally more hopeful. Chris Rock, Sarah Silverman—these are voices, not products. AI can churn out sitcoms, but it can’t bleed. It can’t bomb. It can’t riff on childhood trauma with perfect timing. Humans know the difference between a story and a story-shaped thing.

    Still, writing is in trouble. Reading, too. AI erodes attention spans like waves on sandstone. Books? Optional. Original thought? Delegated. The more AI floods the language, the more we’ll acclimate to its sterile rhythm. And the more we acclimate, the less we’ll even remember what a real voice sounds like.

    Yes, there will always be the artisan holdouts—those who cook, write, read, and listen with intention. But they’ll be outliers. A boutique species. The rest of us will be lean, medicated, managed. Data-optimized units of productivity.

    And yet, there will be stories. There will always be stories. Because stories aren’t just culture—they’re our survival instinct dressed up as entertainment. When everything else is outsourced, commodified, and flattened, we’ll still need someone to stand up and tell us who we are.

  • Kafka Called—He Wants His Nightmare Back

    Kafka Called—He Wants His Nightmare Back

    Last night’s dream was less REM sleep and more bureaucratic farce with automotive stunt work. It started with me sprinting into a liquor store—not for booze, but for groceries, because apparently, in dream logic, milk and bananas are shelved next to Jack Daniels and scratchers. The plaza was wedged next to a police station, and as I pulled into the lot, I grazed another car. Minor fender-bender. Did I report it? Of course not. I had perishables. Yogurt waits for no man.

    Soon after, the cops called. Apparently, they frown upon drive-away accidents, even ones that involve $3.99 rotisserie chickens. Dutifully, I set off for the station, where fate promptly mocked me.

    As I crossed the street, a silver Porsche came screaming down the road like it was late for a yacht meeting. Behind the wheel was a rich guy with the glossy detachment of a man who names his houseplants after Nietzsche quotes. He swerved to avoid hitting a stray Siamese cat—an act of mercy that nearly murdered me. I dodged, lost control, and promptly rear-ended a parked car. Yes: I got in a car crash on my way to report a previous car crash.

    Inside the station, things went from absurd to surreal. The desk captain was none other than Todd, a former San Quentin prison guard I used to train with back in the ‘70s. Todd had the physique of a worn punching bag and the unmistakable face of Larry from The Three Stooges—if Larry had done time in corrections and smoked Kools for thirty years.

    Todd was unimpressed with my double-crash disclosure. He squinted at me like I was a damaged clipboard and muttered something like, “You ever thought of Canada?”

    Canada, in this dreamscape, was not a country but a penal colony for the mildly broken. A rehab center for the emotionally overdrawn. It wasn’t maple leaves and healthcare—it was despair with a windchill. The entire nation had collapsed into an encampment of defunct influencers and men who thought podcasts were a substitute for therapy. No plumbing, no cash, just bartering and tents. People traded AA batteries and protein bars like it was the yard at Pelican Bay.

    A man named Damon—he was 34, depressed, and once had a viral TikTok about the deep state—gave me the grand tour of my future. He pointed to the shell of a trailer I’d be assigned, complete with a tarp roof and a milk crate toilet. “It’s provisional,” he said, as if permanence were even an option.

    I immediately regretted migrating to Dream-Canada. I wanted to go back to the police station, fix the record, beg forgiveness, and reclaim my life of yogurt-based negligence. But that’s where the dream froze.

    I woke up to the smell of coffee. My wife was getting ready for work. Civilization, still intact—for now.

  • The future, we’re told, is full of freedom—unless you’re the one still cleaning the mess.

    The future, we’re told, is full of freedom—unless you’re the one still cleaning the mess.

    Last semester, in my college critical thinking class—a room full of bright minds and burnt-out spirits—we were dissecting what feels like a nationwide breakdown in mental health. Students tossed around possible suspects like a crime scene lineup: the psychological hangover of the pandemic, TikTok influencers glamorizing nervous breakdowns with pastel filters and soft piano music, the psychic toll of watching America split like a wishbone down party lines. All plausible. All depressing.

    Then a re-entry student—a nurse with twenty years in the trenches—raised her hand and calmly dropped a depth charge into the conversation. She said she sees more patients than ever staggering into hospitals not just sick, but shattered. Demoralized. Enraged. When I asked her what she thought was behind the surge in mental illness, she didn’t hesitate. “Money,” she said. “No one has any. They’re working themselves into the ground and still can’t cover rent, groceries, and medical bills. They’re burning out and breaking down.”

    And just like that, all our theories—algorithms, influencers, red-vs-blue blood feuds—melted under the furnace heat of economic despair. She was right. She sees the raw pain daily, the kind of pain tech billionaires will never upload into a TED Talk. While they spin futuristic fables about AI liberating humanity for leisure and creativity, my nurse watches the working class crawl into urgent care with nothing left but rage and debt. The promise of Universal Basic Income sounds charming if you’re already lounging in a beanbag chair at Singularity HQ, but out here in the world of late rent and grocery inflation, it’s a pipe dream sold by people who wouldn’t recognize a shift worker if one collapsed on their marble floors. The future, we’re told, is full of freedom—unless you’re the one still cleaning the mess.

  • Thank You for Your Support (and Your Gullibility): Two Corporate Con Jobs from the ’80s

    Thank You for Your Support (and Your Gullibility): Two Corporate Con Jobs from the ’80s

    I almost called this post “Memories of Manipulative Advertising,” but that’s like calling water wet. Advertising doesn’t sometimes manipulate—it’s a full-time gaslighter with a jingle and a logo. The question isn’t if it’s lying to you, but how cleverly, and with what flavor of Americana.

    Case in point: Bartles & Jaymes, the wine cooler swindle dressed up like a Norman Rockwell painting. Back in the 1980s, I worked at Jackson’s Wine & Spirits in Berkeley—a respectable shop selling overpriced Bordeaux to grad students pretending they weren’t on food stamps. Then came the Bartles & Jaymes blitz, courtesy of Hal Riney & Partners and the corporate overlords at E & J Gallo.

    Suddenly, America was smitten with two crusty front-porch philosophers in denim and flannel, sipping pastel-colored booze and thanking us for “our support,” as if we were funding their modest struggle to afford Hamburger Helper and citronella candles. They weren’t winemakers. They weren’t even real. One was a retired Air Force pilot, the other a contractor. But that didn’t stop millions from believing that these Gallo sock puppets had personally hand-crafted their strawberry kiwi elixirs under a tin roof in Appalachia.

    These weren’t ads. They were full-blown folklore, sold to a Reagan-era audience desperate to believe in something wholesome—preferably something with artificial watermelon flavor and a 5% ABV.

    But the biggest act of psychological warfare I witnessed during my wine shop tenure came not from Gallo, but from that fizzy behemoth: Coca-Cola.

    In 1985, Coke announced it was changing its iconic recipe. Cue the national meltdown. Pickup trucks rolled into the wine store like we were FEMA and this was the end times. Grown men, trembling with brand-loyalty withdrawal, bought crates of “original” Coke like it was bottled youth. I became an emergency hand truck operator, wheeling out what amounted to liquid nostalgia to wide-eyed customers who treated me like I was delivering insulin to a diabetic family.

    Then, surprise!—Coke re-released the original as “Classic Coke,” and everyone breathed a sugary sigh of relief. It was less a product relaunch and more a mass-conditioning experiment, proving that if you poke the American consumer hard enough, they’ll thank you for the bruise.

    These weren’t just ad campaigns. They were operatic manipulations of identity, trust, and memory—corporate psyops disguised as beverage options.