AD WORK THAT EMBRACES RYAN’S PATENTED “3h” approach:
humor.
heart.
henergy.
“The best ideas come as jokes. Make your thinking as funny as possible.”
– David Ogilvy
google home
Role: writer and producer
Type: product placement
Google selected Modern Family to help with the launch of Google Home smart speaker. As the writer and producer of the episode I was tasked with developing and executing a product placement that could display the capabilities of the device seamlessly within our narrative.
Modern Family was chosen for its consistent reach of millions of viewers across demographics and its sharp humor. Google was looking to showcase the Google Home's ability to work within the home setting and the ease in which it could control other synced devices.
Case Study:
MASS LOTTERY
role: writer and creative director
type: print/ooh
lOOKING TO infuse more humor into the lottery and highlight the fantasy that comes with buying a ticket, I developed the "You Can’t Do It If You Don’t Play" campaign. RIFFING on the classic slogan "You Can’t Win If You Don’t Play," this ad playfully embraces the first thing many lottery players dream of doing if they hit the jackpot—quitting their jobs! This NEW motto encourages players to imagine their big win and ask themselves, "How will I do it when I win?"
case study:
jack daniel’s
role: writer/creative director
type: print/ooh
Celebrating the 150th anniversary of the iconic whiskey brand by acknowledging its role in the meet-cute of millions of couples. We can’t calculate how many of us are here thanks to Jack, but we can toast to it. This campaign adds a hilarious twist to your parents love story by recognizing thOSE FIRST MOMENTS as the beginning of your story.
Jack Daniel’s has been going strong for generations—and thanks to Jack, so HAs your family.
carrots
action: our guy is bench pressing, struggling with the last rep. orange hands come into frame. it’s his reliable friend, carrot, who helps him crush the last set. they high-five.
FX: Gym ambient noise
TYPE: TV SPOT
Role: writer and creative director.
Following the massive recall of cal-organic carrots, I wanted to start a campaign that reminded people of the incredible health benefits associated with carrots. Injecting humor into the ad helps alleviate the concerns over the recalls and helps the business move forward. in this spot We have a carrot best friend who is helping our guy working out, driving at night, maintaining great dental hygiene, and yes studies have shown that carrots help with testosterone and sperm count. The slogan “Carrots. For everything. Everything.” Is a reminder of the power of carrots and also a fun, subtle nod at that last attribute of the vegetable, that will get people embracing carrots in a positive way again.
Case study: storyboard below
shot 1
Shot 2
Shot 3
shot 4
action: our guy is in bed reading. his girlfriend steps out of the closet in a negligee and smiles. the guy turns, reveal carrot next to him in bed, and asks, “this too?” the carrot gives him a thumbs up.
dialogue: “this too?”
FX: ease in saxophone music.
action: our guy is DRIVING HOME AT NIGHT. REVEAL AN ORANGE HAND ON THE WHEEL. WIDEN TO REVEAL CARROT RIDING SHOTGUN
FX: ambient HIGHWAY noise, MUZAK ON THE RADIO.
shot 5
action: our guy is in the bathroom getting ready for bed. he examines his teeth in the mirror. they’re white and healthy. an orange hand holding a toothbrush comes into frame. reveal carrot standing behind him.
FX: water running.
action: end card of a static image of a carrot. slogan appears.
voice over: “carrots. for everything. everything.”
fx: saxophone music reaches crescendo. ease out.