The best roasts are a lesson in context. Anyone can make a mean comment, but not everyone can make a joke that strikes the true essence of the person. You find a person's insecurities and point them out in a way that is biting enough to get a great reaction, but not so cruel that the target and audience sour on you. The best roasts go beyond just a surface-level “You’re ugly,” and add in flavor like “You’re so ugly, after your last selfie, your phone jumped off the counter and broke itself.” The best roasts are found in the hyperbolic connection between two ideas.

We tried to live up to this in each of our Twitter roasts, cutting down followers and brands alike in ways that would entertain our audience and leave the roastees feeling like they were in on the joke.