Dr. Squatch could have simply paid IShowSpeed to hold a bar of pine-scented soap on stream, bark at the camera, and call it a day.

Instead, the men’s natural personal care brand teamed up with internet provocateurs Applied MSCHF to turn their new partnership into a chaotic, full-scale alternate reality game.

With so much noise, chaos, and division in our daily feeds, it is incredibly refreshing when people use their platforms to pour love back into the world. It’s a powerful reminder of what we can achieve when we actually show up for each other. This month, an incredible group of creators and advocates are doing exactly that, uniting for a cause that desperately needs our attention.