{"id":4267,"date":"2026-09-24T15:10:20","date_gmt":"2026-09-24T20:10:20","guid":{"rendered":"https:\/\/capertongillett.com\/blog\/?p=4267"},"modified":"2026-09-24T15:10:21","modified_gmt":"2026-09-24T20:10:21","slug":"welcome-to-the-cgc-vaabc-pattern-recognition-chapters-1-12","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/welcome-to-the-cgc-vaabc-pattern-recognition-chapters-1-12\/","title":{"rendered":"Welcome to the CGC VAABC: Pattern Recognition, Chapters 1-12"},"content":{"rendered":"\n

The day has arrived: the first discussion day of the inaugural Caperton Gillett Creative Vaguely Advertising-Adjacent Book Club (CGC VAABC). It\u2019s time to discuss this book that, theoretically, we\u2019ve all been reading together. I\u2019m pumped. So, chapters 1-12 of William Gibson’s Pattern Recognition<\/em>… Ready\u2026 Go.<\/em><\/p>\n\n\n\n

Okay, what happened here?<\/h2>\n\n\n\n

In the first twelve chapters, we\u2019re introduced to our brand-averse heroine, her inscrutable patron, some mysterious footage, and an unspeakable violation of a one-of-a-kind jacket, and she\u2019s sent on a mission. (Need a quick refresher before you\u2019re ready to discuss? Read the recap).<\/p>\n\n\n\n

We meet our protagonist, Cayce Pollard, as she awakes in London so jetlagged she feels like her soul is still somewhere over the Atlanta, trying to catch up. Cayce is a \u201ccoolhunter\u201d thanks in part to what is essentially an allergy to logos, to the point that she has to dress as generically as possible and excise every logo from her belongings. When not hunting cool, she\u2019s fascinated by the footage \u2014 a series of anonymous, gorgeous, completely unplaceable film clips that have been entrancing segments of the internet worldwide. She and her online friend Parkaboy frequent Fetish:Footage:Forum, a forum where said clips are discussed at length.<\/p>\n\n\n\n

Cayce is flat-sitting for her friend Damien while she\u2019s in town for a gig with Blue Ant, a marketing agency that\u2019s flown her out to get her opinion on a new footwear logo. Her opinion, after a glance, is \u201cno,\u201d which graphic designer Dorotea Benedetti takes super-duper graciously, doing something unforgiveable to Cayce\u2019s favorite jacket like HOW VERY DARE YOU, DOROTEA. The next day, out for a walk, she meets Polish-born artist Voytek Biroshak outside a street market, where he\u2019s hawking vintage calculators to fund his ZX 81 pocket computer habit. Upon her return to Damien\u2019s apartment, she finds signs someone else has been there, including an outgoing call to\u2026 Dorotea.<\/p>\n\n\n\n

Moving on. Hubertus Bigend, the ridiculously named founder of Blue Ant, takes Cayce for drinks to dicuss not logo allergies but the footage. We learn he also is fixated on the footage and has been having his people monitoring the forums, and Cayce appears to be the person best suited for his task of finding the source of the clips for reasons he doesn\u2019t disclose. Shortly thereafter, she gets an email from Parkaboy, turning her on to a lead in the form of a hidden watermark in one of the clips, setting all the online sleuths to sleuthing online.<\/p>\n\n\n\n

Cayce returns to the Big Ant offices to look at Dorotea\u2019s revised logo, except oopsie! Dot accidentally shows her a picture of a throwback Bibendum, gosh, where did that come from? That\u2019s for a different project<\/em>, before showing her the actual revised logo. Bibendum (the Michelin Man, if you\u2019re nasty) happens to be Cayce\u2019s first-ever and most sever trigger, but she manages to okay the logo before bolting. She gets back to Damien\u2019s flat to find a Michelin Man strung up on the doorknob. Cayce reluctantly takes Bigend up on his job offer, and he connects her with Boone Chu, a security\/systems consultant and failed startup founder and fellow, ahem, \u201cfootagehead\u201d to help, along with on-demand technological and financial support. And then she embarks on her new gig via a first-class flight to Tokyo.<\/p>\n\n\n\n

And that\u2019s the end of Chapter 12.<\/div><\/div>\u00a0<\/p>\n\n\n\n

Initial thoughts<\/h2>\n\n\n
\n
\"Photo
That\u2019s right, dead trees. We\u2019re going old school on this one.<\/figcaption><\/figure>\n<\/div>\n\n\n

1. William Gibson can have his wicked way with a metaphor and leave you wanting a cigarette afterward. Good lord.<\/p>\n\n\n\n

2. Having the job of getting flown to London to look at a logo and giving a thumbs up or down, period? Maybe not worth the brand-induced migraines, but\u2026 maybe.<\/p>\n\n\n\n

3. I don\u2019t know who at Tommy Hilfiger ran over Gibson\u2019s dog, but damn<\/em>.<\/p>\n\n\n\n

4. The sense of unreality in the book is practically another character. The jet-lagged sense of her soul being removed from her body, the \u201cmirror world\u201d of things being just a little bit off in London, Cayce\u2019s altered relationship with the brand-heavy world \u2014 it\u2019s like the entire story is shot from a Dutch angle, and it parallels the mysteriousness and ephemerality of the footage people are obsessed with. Delicious.<\/p>\n\n\n\n

More thoughts<\/h2>\n\n\n\n

The thoughts that came up after the initial thoughts.<\/p>\n\n\n\n

Contemporary mass fixation<\/h3>\n\n\n\n

William Gibson has a talent for writing stories that are fully grounded in their space and era, and yet still feel authentic even decades later. The London of Pattern Recognition<\/em> could be our London, with only the occasional tiny reminder that the book was published in 2002. The F:F:F bulletin board reads like a subreddit although, okay, Hotmail. Not to mention Cayce\u2019s new fully loaded iBook with\u2026 a super-impressive integrated cellular modem, much tech, so wow.<\/p>\n\n\n\n

It\u2019s one reason his big plot points continue to ring true. Mass internet fixation certainly knows no era \u2014 we had lonelygirl15<\/a> circa 2006-2008 and the Blair Witch footage<\/a> in 1999. (The denizens of F:F:F would have kittens when they discovered it was all a marketing ploy.) For years up until 2024, a corner of the internet quested for the origins of a mysterious early-\u201880s German new wave song<\/a>. And more IRL, I have to credit the Swifties for their dedication to decoding every real or supposed easter egg dropped by Taylor Swift, obsessively and adoringly. Y\u2019all are for real.<\/p>\n\n\n\n

Useful aversion<\/h3>\n\n\n
\n
\"Cropped
\u201c\u2018Apophenia: The tendency to perceive a connection or meaningful pattern between unrelated \u2014\u2018 Oh<\/em>.\u201d<\/figcaption><\/figure>\n<\/div>\n\n\n

Cayce\u2019s allergy to brands makes her life hard. She has to de-brand everything she owns. Popping into Harvey Nichols left her with her head spinning thanks to Tommy Hifiger exposure. But it\u2019s also the reason for her career \u2014 a career that has people flying her across the ocean to pan a logo on first look. She can identifying promising street styles at a glance. That doesn\u2019t mean it isn\u2019t bad, but there are aspects of it that are kind of good.<\/p>\n\n\n\n

And\u2026 yeah. Our industry kind of has room for that, even if it usually comes from extensive experience rather than allergy. Some deeply experienced creatives have developed the ability to yeah or nah creative output at a glance. I know social media strategists, bless them, who can barely tolerate everyday social media, but that same eye makes them masterful at their job. And I might have an actual allergy to the standard LinkedIn posts and the AI Accent, but it also makes me much more effective as a writer and editor in an industry suffused with AI.<\/p>\n\n\n\n

So, I gotta wonder\u2026<\/h2>\n\n\n\n

(These aren\u2019t discussion questions. I said no discussion questions. They\u2019re just\u2026 questions one might be inclined to discuss.)<\/p>\n\n\n\n

1. What other The Footage-like mass obsessions are we seeing today? And also, don\u2019t we have to admit the Swiftievestigators are, on the whole, dedicated, curious, and analytical, which are positive qualities, even if they\u2019re sometimes annoying?<\/p>\n\n\n\n

2. Do you have any blessing-and-a-curse industry allergies? Also, what a power move with \u201cno critique, no advice, take my yes or my no and pay my bill\u201d? Now there\u2019s<\/em> an upside to the allergy. <\/p>\n\n\n\n

Next up<\/h2>\n\n\n\n

Cayce is on her way to Tokyo, so we are, too. We\u2019re reading chapters 13-21, for to discuss on Thursday, October 22. So, I\u2019ll see you here, then. In the meantime, our current chapters: Current mass obsessions? Your blessing-and-a-curse industry aversions? Also, if you had to name one brand mascot that would be your personal, illness-inducing Bibendum, which would it be? Let\u2019s discuss in comments.<\/p>\n","protected":false},"excerpt":{"rendered":"

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