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
MASS LOTTERY
JACK DANIELS
CARROTS
NEW BALANCE

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: 

google home

new balance

“EARLY BIRD”

role: copywriter & creative director

type: tv spot

I fell in love with running growing up in Massachusetts. And I wasn’t alone. The state has an incredibly active running culture and some of the fastest average marathon finish times. Massachusetts is also home to the iconic New Balance brand. When I woke up early for school, I often saw people returning from their morning runs. No matter the season or the weather, they were out there getting those early miles. One thing they all had in common: they wore New Balance running shoes. Only New Balance. This campaign celebrates runners are the first ones out every morning.

Close-up of a woman with curly hair wearing a blue athletic top, with a small ingredient strand in her mouth, and text that reads 'EVERY MORNING.' followed by the New Balance logo.
Young man with a wide smile and a slice of salami hanging from his mouth, wearing a maroon shirt, with a light blue background, and the text "EVERY MORNING. NB" at the bottom.
Older woman with gray hair and freckles, with a worm hanging from her mouth, wearing a gray tank top, against a plain background.

“you can’t do it if you don’t play”

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:

MASS LOTTERY

A man looking out a window at a house with warm lit windows at night, with a sign in the backyard spelling 'YOU' with fire, and a caption that says 'You can't do it if you don’t play' referencing the lottery.
Office scene with a man sitting at a desk, looking at an airplane flying outside a large window, with clouds forming the word 'LOOT!' and the phrase 'You can't do it if you don't play.' written below.
Street scene with a man in a business suit standing next to a statue of a woman in a tracksuit, with a sign that reads 'ME QUITTING EST. TODAY' and a background of tall office buildings.

“THE REST IS YOUR STORY”

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.

jack daniel’s

A bottle of Jack Daniel's Tennessee Sour Mash Whiskey with glasses of whiskey in the foreground. To the right, there is a quote: 'We got your father to skinny dip and your mother to ask, who's that? The rest is your story.'
Close-up of three whiskey glasses filled with a golden-brown liquid, with a Jack Daniel's Tennessee Whiskey bottle in the background. Overlaid on the image is a quote about the importance of dancing and stories.
A bottle of Jack Daniel's Tennessee whiskey and two glasses filled with whiskey on a dark surface, with a quote overlayed that reads: "We helped your father set a record on the mechanical bull and your mother to break it. The rest is your story."

“FOR EVERYTHING”

Role: writer and creative director

TYPE: TV SPOT

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

carrots

shot 1

A man lifting weights on a bench in a gym, with a large person dressed as a giant carrot with green leaves on its head standing behind him, giving a thumbs-up.

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

A man dressed as a carrot sitting in the passenger seat of a car and a giant costume of a carrot on the driver, who is driving at night in a city tunnel.

Shot 2

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.

Man in pajamas brushing teeth while standing next to a person in a carrot costume in a bathroom with tiled walls.

Shot 3

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.

A man with a beard and striped pajama top sitting on a bed, holding a smartphone. Next to him is a figure with a large carrot head, wearing gloves, reading a book titled 'War and Peas'.

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.

Fresh orange carrot with green leaves on a white background, accompanied by the quote: "Carrots. For everything. Everything."

shot 5

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.