 Which brands do I think are the most creative? Which brands are doing it right? Wendy's is really fun. Duolingo is also great. Essence Magazine is going through this whole revive and rebrand right now, so I think they're doing really great social content. Brands like Smithsonian has been taking content that are usually historical and making it bite-sized for platforms like TikTok. I'm a big fan of Slim Jim. They somehow are everywhere and just like beat everyone else to the punchline. Cinnabon, I've also seen in a lot of TikTok comments just writing really hilarious things. In terms of what brands are doing it right in partnerships, I think Adobe, Chag, have been doing a wonderful job. I think that the brands that trust their audience are the most creative. Trusting creators is one thing, but actually trusting that the creators know their audience and trusting the audience that you're reaching is smart and intelligent. Those are the brands that are successful.