What was the biggest risk that you took and it failed? What did you learn from that?

The biggest thing that I, well, it was definitely a failure and it was also a risk.

This is actually when I was at TravelZoo and I said, when the head of social had left and I was like, I raised my hand.

I was like, let me step in.

Let me prove to you that I can fill her shoes and I can continue leading.

We were doing a live stream.

It was our first international live stream live with our team in Germany.

You can talk about it, like would love for you to share with us why you chose this book and what can our audiences take away from this?

And, like, just even more, like, on a tactical level, like, so is he's posting on his socials? Is he collabing with McDonald's? Like, what is, like, what were some of those mandatories for the teasers?

The first teaser was one that we put out ourselves.

We wanted to lead that and drop the first cryp- cryptic clue.

We felt like if we were gonna collab right out of the gate with him that people would connect the dots and know that there was going to be a sneaker drop.

It was the second beat where we kind of revealed a little bit more and, as Paddy said, we cr- uh, created that asset, like, through his true camcorder aesthetic, um, where he was-- you found him kind of going through the desert, um, following along these footprints that he's seeing.

You're not really sure what's happening.

You see a, a turquoise basketball kinda fly through the air, and then it ultimately revolves on that bench in the desert.

That was the biggest fascination was it's never been harder to, like, keep someone's attention on a singular storyline over an extended period of time.