During the summer of 2022, ARGONAUT and Cricket dove head first into TikTok, staying loose, staying native, surprising, and fast. My partner, Chris Kessler, and I led several different Cricket TikTok work streams, guiding our teams as we created different series of posts, all produced with ARGONAUT’s in-house production wing, AVALON. We were able to streamline production, create and maintain a nimble team, and champion our creative teams to create new and surprising content—which have exceeded most of Cricket’s TikTok testing benchmarks.