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