Let’s face it—mafia recruitment isn’t what it used to be. So where do you go if you want a cool nickname these days?

Enter HBO celebrating the 20th anniversary of The Sopranos. We sent out a single tweet offering Soprano-worthy mob nicknames for whoever wanted one and over 24,000 people replied, including Roger Federer, Lin-Manuel Miranda, Emily Nussbaum, Blake Griffin, Macaulay Culkin, and a big chunk of brands on Twitter.

We wrote, designed, and posted the custom nicknames in real time, creating one of the great Twitter threads of the year.

To quote the nice people at Fast Company—“Look, Brand Twitter rightfully gets a lot of flack. It tries too hard. It’s too gimmicky. It’s manufactured human interaction. But this? THIS. This was goooood.”

Winner of 2 Clio Awards, 3 Clio Entertainment Awards, Omma Award, One Show Pencil, and Shortlisted for 4 Cannes Lions.