The Rebrand
By the time someone says they’re “just trying to be authentic,” the trap has usually already closed. That’s the darker joke running underneath THE REBRAND, Kaye Adelaide’s comedy about image repair, queer codependency, influencer rot, and the particular horror of being too polite to leave a room you know is unsafe. The film doesn’t treat online branding like a distant social illness or a punchline about people who post too much. It understands something more uncomfortable. The persona doesn’t always stop when the camera turns off. Sometimes the camera is the only thing keeping the persona from becoming even worse.