The commercial opened into a puzzle that people could follow through the ad, behind-the-scenes films and social posts. Slackbot became part of the experience, helping participants organize what they found and work through the clues.

In the original interview, John discusses the collaboration with Beast Industries, the pace of production and the role Slack played in bringing the teams together. The conversation also explores what it means to share creative control with a creator and reach an audience through that partnership.