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When Rich Myers' recently rebooted Leeds dessert shop 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, dubbed "sprinklegate," 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 how the anxieties resulting from prior failures inevitably colour their future.

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Hope You Fail

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