“I wanted to find a new way to get people engaged with my lab and show the work that we can accomplish with the imaging tools we make,” said Horstmeyer. Although Horstmeyer had previously dabbled in social media, he made a concerted effort to create more engaging content after participating in Duke Creator Lab’s “Thought Leader Studio,” led by Aaron Dinin, a faculty member in Duke’s Innovation & Entrepreneurship program. Dinin previously made headlines for his innovative classes centered on social media and content production—dubbed “TikTok classes” by Duke students.