I noticed a tactic H&M’s PR used throughout was ‘donutting’, where the few people present gather tightly round the principals to make the ‘crowd’ look bigger for photos.
MPs do it in the UK’s parliament (they don’t have assigned seats) to make speakers from their own Party look good on camera in a mostly empty chamber.
Tom Bower said H&M did it at Invictus.
In Sydney, the ‘crowd’ were predominantly H&M’s own people crowding round them in the photos and footage - camera crew, photographers, PR staff, secoority people, stylists, general assistants, Markus, and possibly hired extras. Plus they shrewdly asked to meet large groups of people, and had them already donutted together, like the sick children and the bereaved family members.
Like AI models, they’re learning - but the outputs are moral slop.