Please Don't Destroy are three best friends who became SNL's breakout comedy trio. I knew that before most brands did — I studied improv with member Ben Marshall, and we'd been looking for the right project to collaborate on for years.

When Cash App launched Pools, a feature that lets friends pool money together for a shared event or purchase, the casting was obvious. Who better to sell a product built around doing things with your friends than three guys who are famously, genuinely friends?

The result was the most liked post in Cash App Instagram history. It worked well enough that we brought them back for a second campaign around scam awareness.

Sometimes the best creative partnerships start long before the brief exists. Enjoy the LOLs.