What was John Chungus? Why did it work? John Chungus is a charismatic former opera singer. He was my neighbor. I met him in an acting class, and I used him for a Netflix brand deal to promote Squid Game. I hung up posters as him saying he's looking for a partner to go to the Squid Game experience with, and then these two like 19-year-old girls ended up going with him, and it was just a fun kooky video. And then I was interested in doing a a psyop to get people off their phones. John came to mind, so I just launched his page, made funny videos. On September 27th, John Chungus got tagged 115,000 times of people going outside and touching grass. >> You are creating your own character, like you're hiring an actor >> Yes. >> to become a story on Instagram, which is something I'd never really seen before. >> Yes, and it is becoming a thing now. You know, we've got a couple more undercover projects that we're working on that are going really good, but I do think, just like every other arts and culture um movement, there comes a time where it becomes oversaturated, and then people move on, right? Like I felt that way about events, right? Like now there's a bajillion look-alike competitions wherever, and if you enjoy that stuff, it's great. I think you should, but at the heart of what I try to do is, you know, constantly reinvent myself and put things out there that I want to see. Um so I do think I've got another couple more months of undercover projects, and then probably on to the next.