My name is Ryan Lay and I hope you enjoy my portfolio. I started my career in marketing through the Music Industry. I fell in love with being able to build brands and find creative ways to best advertise/promote a brand. I am very blessed to have had the opportunities that I have been given to work with brands like Love Street, Hopadillo, Oklahoma University, LSU, Shane Smith & The Saints, and many more. I am excited to see where this crazy journey will take me!
This is The Cerveaza Commercial that I pitched to the marketing team. The team was trying to find a way to figure out how to launch the announcement of a big bet product under the Karbach Brand. I pitched this commercial and helped with putting it together. I wanted to show elegance to the beer! Make it stand out like Modelo and Dos Equis. Those are two incredible brands that show an alpha characteristic. I wanted this commercial to really show a focus on just the beer of elegance.
I helped with putting together the shoot and helped direct what content we would need for social purposes. This was our campaign for our Retro Revival launch where we brought back an old brand that the consumers got to decide on.
I wrote this awesome short story in collaboration with the Houston Rockets. I took a concept from old Gatorade and Powerade commercials. Wanted to use the Clutch City beer that is partnered with the Houston Rockets. Showing that every sip and every pop of the can will take you back to the Houston Rockets that everyone fell in love with. The sip of a champion.
These are a couple of photos I took while I was doing some freelance work for Peak Events. I worked two NCAA baseball tournaments for Oklahoma University, LSU, Mississippi State, Sam Houston, Cal University, and Iowa University.
This video is a short story I am proud of. I wrote and directed this video for our campaign push for Hopadillo IPA. The campaign behind Hopadillo is the “Monster that lurks in the night”. So wrote a campy short story of a few friends hanging out around a campfire. Everyone is drinking Hopadillo. The monster hears everyone and sees what they are drinking. The Hopadillo appears and scares everyone at the campfire.
This video is a video I helped put together when I was doing Artist Management. Our first stop was in vegas at The Hard Rock. We did recap videos after each show on the tour to capture FOMO throughout the tour.
This was a photo shoot that I worked on for our Halloween campaign for Hopadillo. We wanted to do something that was out of the box more than what was done in the past. We wanted to play on the whole “Texas Legend” slogan that we had. I thought of the saying “Legends Never Die” and so I thought of the Hopadillo being a zombie and coming out of the grave. Then this was born!
For Halloween you must dress a cute dog in a costume!! So thats exactly what we did. I wanted to play off the whole Jurassic Park movie with a dog and Hopadillo!
Hopz & Haze! This was the first project that I did with Karbach. When I saw the packaging I Immediately thought of Snoop Dog. The whole branding behind it was that Psychedelic vibe. So I played fully into that. I took inspiration from movies like Pineapple Express. So we purchased Dry Ice to bring that smoke effect and purchased fake hop vines and other fake plants to have them drape from the top of the inside of the fridge. I wanted the fridge to look like you were going into a whole new world to grab a beer.
Photos I took as a Brand Manager for True Anomaly Brewery. I wanted to help boost the brand awareness of their amazing products. That way they can have content to help tell the story behind each brand!
My time at Langmuir Systems was running all content, marketing campaigns, social media, and trade show marketing. I have worn many hats in the digital marketing world. I was very fortunate to gain the experience that I did. It pushed me in the world of storytelling in a fabrication brand.