Project: White House Global COVID-19 Summit
Agency: Ogilvy
Mission: Create intro and wrap videos sandwiched between President Biden’s remarks at the White House Global COVID-19 Summit.
Hats worn: ACD, raconteur, editor, music and audio supervision.
What was Ryan thinking? When the call came in to create two videos to preface and wrap up President Biden's remarks at the virtual White House Global COVID-19 Summit, Ryan jammed with a talented group of Ogilvy DC creatives to answer and deliver.
Within a week (putting in nights and weekends), the ODC team provided scripts, concept and creative for a video that would introduce the President and a wrap post for social recapping the Summit.
Approval from USAID, National Security Council and the White House came in the nick of time to introduce the President to the world stage the morning of the summit. In order to deliver a same-day wrap video, the ODC team set up a war room — on-site and virtual – to edit live footage while collaborating with USAID and the White House. Easily one of the finest team efforts Ryan has ever been a part of.
Take a gander at the OG starter script and super copy Ryan developed to see the evolution during the editing process. The intro ultimately served as inspo for the wrap video. Note that the intro is for internal use and not shown, but the wrap video was made shareable on social (via the White House) and is here in all its glory.
Project: Masterbuilt Gravity Series Campaign
Agency: Yamamoto
Mission: Create ads and deliverables focused on brand and high-level awareness around Masterbuilt’s Gravity Series product launch.
Hats worn: ACD, raconteur, co-conceptor, editor, voiceover supervision, music supervision, hand model.
What was Ryan thinking? Ryan wasn’t just the ACD and writer on this one, he was just getting ready to purchase a Masterbuilt Gravity Series grill before the brief dropped.
Grilling culture is infused in this book of goods – and it’s part of Ryan’s after hours life. It’s a cultural, culinary and familial touchstone. The lede matters here because he knew this product and its competition cold.
This product is dope. Think of a pellet grill. Fueled by gravity, so you don’t have to babysit your cooking. But sawdust doesn’t hit like full-flavored charcoal. Now think of that same grill but fueled with charcoal. All the convenience with all the flavor you expect from your grill.
It demands a flavorful narrative that’s cool without trying hard. Alongside my ACD/Art Director counterpart, we concepted a clean laboratory-style feel for the visual. That symbolizes the endless possibilities and elevated culinary exploration Masterbuilt’s targeted audience expects. The voice and music had to be fresh. That grizzled, smoke drenched voice over a canned Rockabilly track will get no play today.
Instead, Ryan created an approachable attitude appealing to those who dare to dine differently. You can be a Veggie Virtuoso, a Meat Maestro or Rub Rebel. You can be United by Flavor (new tagline!) with like minds. You can nod your head to a track driven by Hammond organs and a call-and-response-like drumline. And you can see this award-winning campaign come to life in video, social and a landing page.
Peep the landing page: https://www.masterbuilt.com/pages/united-by-flavor
Project: Security Health Plan (SHP) Better Halves Campaign
Agency: Yamamoto
Mission: Create a series of ads focused on brand and high-level awareness around Security’s reasons to believe and product offerings.
Hats worn: ACD, raconteur, editor, music supervision.
What was Ryan thinking? For myriad reasons, health insurance tends to be quite unlikable. But what if you could date and fall in love with it? That’s the concept for Better Halves, a fictional dating show where “daters” (customers) and “suitors” (health insurance providers) seek their match.
The vehicle is simple enough to drive. The dater is in the market for health insurance with two options available: the good one (local, neighborly, and trustworthy SHP) and the bad one (the competing big box company.) The host brings it all together as a proponent of what’s better for the customer – as an entity, Security’s brand and offerings are focused on delivering better, as in making you say, “That’s better.”
Throw in some inspo from dating shows past and present, and you’ve got magic. Thank you Mom for making me watch Love Connection with you in the 80s.
From concepting to character development to casting to music supervision to scripting, Ryan worked in lockstep with Yamamoto’s SHP creative team: creative director, senior art director, producer, account team and on-set director to help bring these award-winning humorous spots to life. The scenarios and characters shift as the focus does, from general brand awareness to Medicare offerings seamlessly weaving comedy targeted at every demo.
Additionally, Ryan crafted copy for dozens of social posts, responsive display ads and landing pages in support of the campaign.
Have a laugh, get some insurance and check out their landing page with a touch of Better Halves flavor:
https://www.securityhealth.org/security-health-plan
Project: Comcast Gordon Hayward Xfinity Gaming
Agency: GMR Marketing
Mission: Create a series of spots for Xfinity featuring Gordon Hayward promoting their Internet for gamers.
Hats worn: Raconteur, ideator, copywriter, conceptor.
What was Ryan thinking? The NBA nerd in Ryan found Gordon Hayward to be a curious choice for a pitchman.
He’s got some gaming bonafides, but isn’t a superstar and has a milquetoast personality…until Ryan got the script in his clutches.
Flipping the perception of Gordon on its head and zeroing on the competitiveness it takes to play in the NBA, Gordon’s not fucking around - not while playing with his kids, in a rec league or gaming with his Internet.
Fun fact: One OG iteration called for Gordon to flip out on an old man while playing chess in the park. That one didn’t make the cut.
But this series did make the cut for the Milwaukee Adworkers Ninety-Nine Gallery Showcase:
https://adworkers.com/projects/comcast-gordon-hayward-gaming/
Project: Evolving Gunpowder into a dining space/food truck brand.
Agency: R+R
Mission: Create an identity for the brand.
Hats worn: Creative direction, raconteur, wordsmith, strategist, account management…all the hats, dude.
What was Ryan thinking? Where there’s smoke, there’s fire. And Gunpowder (check out the Gunpowder goods if you haven’t) ultimately blazed its way from an underground seasoning sensation to a dining concept. Handmade seasonings sprinkled on handcrafted wraps, wings and other goodies, served fresh in a food court and food truck. Fat kid food made with a fresh, healthy twist. Wisconsinite or Wisconsinlite.
So, R+R teamed up with Chef JD and Maddie Irle to create an identity and voice for the concept:
Smax.
Anyone can create a logo. Or, a tagline. Anyone can make you lunch. Or, a snack. But, Smax delivered much flavor that we turned it into a lifestyle.
Projects: Nutrena Make It Count & Nutrena True
Agency: Yamamoto
Mission: Create ads and deliverables focused on brand and high-level awareness around Nutrena’s Make It Count campaign and Nutrena True product launch.
Hats worn: ACD, raconteur, editor, voiceover supervision, copywriter.
What was Ryan thinking? Two different asks under the Nutrena umbrella with one thing in common: with Nutrena, you’re feeding your animal happy and healthy, so they can live their lives accordingly.
Make It Count taps heavily into that sentiment and comes to life as a high-level Nutrena brand awareness campaign across multiple species, including pet, equine and poultry. The imagery is heartfelt, wholesome and evokes the notion of feeding the bond between you and your buddy. All the tingles, thoughts and good times ladder up to their campaign slogan, “What really counts.”
Nutrena True dials into a product launch for a no-frills – but not low-quality – dog food. Somewhat high-level in approach but dipping its toe into specific benefits, the messaging and imagery is hardworking, earnest and brings to life the idea that this is an honest day’s bowl of food. If your dog busts its ass during the day like you, this is the stuff that’s going to keep them working as hard as you do.
In both cases, Ryan created the scripts and copy constructs with stoking an indelible moment in mind. For Make It Count, you’re “Feed(ing) more (sentiment.) That’s what really counts.” And with True, every bowl is honestly earned because it’s “True to your dog.” From there, those nuggets were fashioned into vehicles that drove messaging from video to digital to POS assets. Hey, hardworking craft is what really counts.
Check out the landing pages for each respective campaign by clicking on the image or head to…
Make It Count: https://www.nutrenaworld.com/whatreallycounts
True: https://www.nutrenaworld.com/nutrena-true-pet-food
ALT link to "Feeding Time" :30 from the Make It Count Campaign:
Project: Gunpowder Rebranding
Agency: R+R
Mission: Create an identity for a new spice line.
Hats worn: Creative direction, raconteur, wordsmith, strategist, account management…all the MF hats because it’s freelance, baby!
What was Ryan thinking? Your brand revolution may or may not be televised - but it might just start in the kitchen. Teaming up with Ryan Carter, we approached local chef JD Von Stockhausen (an awesome and interesting guy who really won those wing awards) about developing a brand for his line of spices. The story behind the spices is a compelling one - every batch is handmade; the exact blend a secret and only available in a network of bars. A magical mystery of a mouthwatering magnitude.
To evolve the product beyond handwritten labels, we did a little brand alchemy of our own. We sat down with JD to learn about the man behind the blend in order to capture the best copy voice and visuals. Accounting for his current audience and future home chefs, we developed an identity that fits in a punk rock corner bar, a high-end grocer’s shelf or your own spice rack.
This project is more than words or a one-off freelance assignment. Using our own creative vision, our handcrafted, custom visuals and copy, we gave birth to a flagship flavor known as Gunpowder. And, that’s just a taste…check out the Smax page for a full-flavored evolution.
Project: Fly Llama beer and brewery brand launch.
Agency: R+R
Mission: Create an identity and voice for the brand from scratch.
Hats worn: Creative direction, raconteur, wordsmith, strategist, account management. Every hat in every size.
What was Ryan thinking? When Ryan Carter brought this into the R+R fold, Ryan Strode was stoked given his affinity for craft beer and spirits. Even better, when they did their tissue sessions with the client and began jamming, Ryan knew exactly how he wanted to bring the voice of the brand to life. While Carter rocked the visuals, Ryan hopped on the drums and started laying down the rhythm.
Whimsical groove, but not childish. Dancing, not dawdling. Free flowing and spirited, but not free-falling. Nod your head to the Llamafesto:
Impossible.
The good people of the Mississippi Gulf Coast won’t stand for this. Llamas in scarves brewing beautifully balanced beer by the bay. Packing palates with flavor from regionally sourced ingredients. Of course, they won’t stand for it. They’ll sit down for it. And their friends will, too.
Yeah, that’ll happen when llamas fly.
Project: Casa Ferrari
Agency: GMR
Mission: Script, concept and curate elements of a high-end experience celebrating a Ferrari milestone.
Hats worn: Raconteur
What was Ryan thinking? Oh, this is some real Robin Leach shit here.
Making those champagne wishes and caviar dreams come true, Casa Ferrari celebrated the 90th Anniversary of Scuderia Ferrari with a high-end space and experience – constructed by GMR – exclusively for Ferrari clients and their guests. For that extra baller feel, Ryan curated and created a narrative with an air of elegance that lived throughout the entire interaction – from invites to hospitality to race-day events.
In total, more 1,500 guests and drivers engaged in on- and off-track activities including hospitality, sponsor interactions, races, pit tours, podium ceremonies and more. As a bonus, a Milwaukee Adworkers 99 Showcase appearance is a valid reason to put a pinky over your snifter:
https://adworkers.com/projects/casa-ferrari-at-pebble-beach/
Project: Summer Sizzler Promotion
Agency: Traction Factory
Mission: Create excitement and participation for a new Snap-on Franchisee credit collection promotion.
Hats worn: Raconteur, wordsmith, conceptor, ideator, copywriter.
What was Ryan thinking?
This one is another jam session with Ryan Carter. An award-winning jam session. Let’s be real here, collecting credit payments isn’t the sexiest thing in the world. And Lord knows that the related collateral has the potential to be straight-down-the-middle and uninspiring.
Why should it be?
They decided to push the client beyond the usual — way past better — toward something completely fresh. Yup, they got all up in their grill and started beefin’. Using a meat themed concept, Carter and Ryan cooked up visuals and copy with a different kind of flavor — including van signs, tickets, posters, flyers and even custom liner paper to wrap tools in for selling. That’s how you get the audience fired up about a new promotion.
Hell, Snap-on Franchisees loved it so much, they were rocking gear inspired by the high-end meat/butcher thematic. Their vans and trucks transformed into mobile meat counters serving grilled food and snacks on their routes.
In the end, the client plated up $19 million worth of sales in just eight weeks, double the previous summer promo. Franchisees reported record sales, as they ran through inventory in one to two weeks, not the planned five to six weeks. Plus, the shop racked up a B2 Award and a Graphis Honorable Mention.
Project: Return of the NBA Playoff media promo for Rakuten.
Agency: GMR
Mission: Create an identity and voice for the promo within Rakuten’s voice but also speaking to NBA fans - all while working in conjunction with Rakuten’s in-house creative team. Oh yeah, there’s no NBA player licensing (outside of Steph Curry) - so, no leaning into specific players. Plus, posts were written prior to the playoffs. Pretty good guess on that Luka triple-double, eh?
Hats worn: Copy direction, raconteur and wordsmith.
What was Ryan thinking? Rakuten sought visibility during the 2020 NBA Playoffs (aka “The Bubble” games) with a promo running on Rakuten, NBA and influencer social channels rewarding fans for simply watching. The gist is when a player scores 40 or more points in a game, Rakuten unlocks 40 NBA prizes to fans nationwide. All sorts of cool shit: a virtual Steph Curry meet-and-greet, $5,000 in cash, autographed merch and so on.
As a card-carrying NBA nut, Ryan genuinely enjoyed the concept of this and really relished the thought of bringing it to life.
He balanced timeless basketball vernacular with what he heard when he played - and what he hears now as a fan. Then he thought about something statistical and ownable not only for Rakuten, but fans in general; something they can be a part of. Something that’s a part of the basketball lexicon.
#Drop40. Could be a noun, verb, prize drop or achievement. “Dude messed around and got a triple-double plus a #Drop40!” “Oh shit! I unlocked a #Drop40.” (Pretty sure Rakuten wouldn’t approve of the last one.)
From there, he infused #Drop40 into a promo landing page (www.rakuten.com/drop40), emails, social posts and a TV spot that dropped as the Playoffs unfolded.
Finally if you’re keeping score at home, there were 13 #Drop40s during the playoffs, the #Drop40 hashtag was used almost 8,000 times, plus 27,000 contest entries and 100,000 microsite visits from August to October.
Kris London promo: https://twitter.com/iamkrislondon/status/1309221396736692224
Project: Premier Vision Rebrand
Agency: Traction Factory
Mission: Fashion a voice for a local, boutique optometrist chain to be used on their site, packaging and other collateral.
Hats worn: Raconteur, wordsmith, ideator, copywriter.
What was Ryan thinking? The OG Ryan Carter and Ryan Strode collabo. We linked up to show the world Premier Vision is here. Let's leave the ready-to-wear, “get you in and out in an hour” stuff to the other guys.
The target was a higher income, suburban audience, so we wanted to let them know that the Premier Vision Experience is more than filling a prescription. It's the difference between an afterthought on your face and the perfect perception.
The addition of an energetic voice and bright, retro visuals totaled up to a new attitude and fresh perspective the client didn’t see coming.
Project: Master of The Pit Promotion
Agency: Traction Factory
Mission: Create excitement and participation for a new iteration of a previous Snap-on Franchisee credit collection promotion.
Hats worn: Conceptor, raconteur, ideator, copywriter.
What was Ryan thinking? The goods R+R served up for the previous year’s Summer Sizzler promotion were so good, Snap-on needed another taste. This time, Ryan Strode hit ‘em with the smoke they wanted.
For the deep details, hit “All In Your Grill” on the Goods main page. This time around, the ask came down to this: “Can you repeat what you did last year, kinda sorta the same thing – but not exactly the same?”
Say no more. The grand prize was in the same ballpark, but with a difference Ryan honed in on. The winning Franchisee would nab a Traeger wood-fired grill (as opposed to a Weber grill.) A kind of flavor owing to the wood pellets. Coming from a barbecuing family, he thought about larger-than-life pitmasters and barbecue culture, and then sketched up a concept built around a pitchman. The promo was christened “Master of The Pit” (from a list of names Ryan submitted) and the creative process was stoked.
As things evolved, the pitchman was tweaked to incorporate country singer Tim Montana – enough of a grilling aficionado and influencer to get the crowd fired up. You can see the original flavor of Summer Sizzler and get a taste of Ryan’s concepting and selected copy elements throughout the campaign collateral, point of purchase materials and other touchpoints.
All in all, Master of The Pit outperformed Summer Sizzler and upped Franchisee participation by an additional 15%. Plus, the shop netted a Graphis Gold Award and a spot in the Milwaukee Adworkers 99 Showcase:
https://adworkers.com/projects/traction-factory-master-of-the-pit/
Hey, this dude’s got some sauce for these food-themed promos.
P.S. If you know who inspired the title for this page (without Googling it), we need to get on the horn. It ain’t Tim Montana, either.
Project: AMC Boxing Academy & Gym brand identity.
Agency: Theta State
Mission: Refresh the AMC brand through its digital and social channels.
Hats worn: Creative direction, raconteur, wordsmith, strategist, account management, site creation, site content…rocking all those hats!
What was Ryan thinking? AMC Boxing Academy & Gym is more than a place to break a sweat. It’s a place to break bad habits, break barriers — and break away from whatever is holding you back. And it has a story worth telling.
The founder, Coach Alberto Mercedes, and Ryan shared a mutual interest in telling that story in a fresh way. The narrative was inteded to separate the academy and the gym, yet compelling enough to increase revenue and awareness for both. We started with a new website, built from scratch. Listening to the client’s concerns, Ryan created a direction that offers potential clients and academy members exactly what they need to know to get in the game.
For a new visual direction, Ryan worked closely with two talented photographers (near and dear to him, including this guy) to create an image asset bank for AMC’s site and respective social accounts. To bring these images to life and create content, he sat down with academy members to find out how their lives have been changed through the sweet science.
The net result was a cleaner, easy-to-navigate site focused on the gym/academy, emotionally-driven narrative, plus an asset library.
Note: While Ryan created and helped facilitate creative assets for Coach Mercedes and his gym, he doesn’t currently have an active role in directing their usage.
Project: GI Associates "Warning Sign" Print Ad
Agency: R+R
Mission: Create an ad raising awareness for colonoscopies during National Colorectal Cancer Awareness Month.
Hats worn: Creative direction, raconteur, wordsmith, strategist, account management.
What was Ryan thinking? This one is an R+R collabo.
Colonoscopies are something that some people will find any excuse to avoid. But unlike that oil change or brake job you've been dragging your feet on, ignoring the maintenance on your colon can kill you. Also unlike your car, you don't always get a signal when something goes wrong with your colon. Hence the importance of delivering a simple, hard-hitting message and CTA reminding the reader to not procrastinate on taking control of your health.
