2023
Building the foundation
The first production prioritised flexibility, using a studio setup that could support seasonal and evergreen creative. Changes in props, wardrobe and messaging gave us a reusable library for different campaign needs.
Chumba Casino · Ryan Seacrest · iHeartMedia
Ryan Seacrest × Chumba Casino
Taking creative leadership of a celebrity partnership, from seasonal ads to everyday storytelling.
- Creative direction from 2024
- Production leadership
- In-house post-production
I supervised all three Ryan Seacrest productions and took over creative direction from the second shoot. Working directly with iHeartMedia, I developed concepts that moved the partnership from modular seasonal ads into everyday stories, then into several connected moments within each film.
Watch selected film ↓2024
Finding a more natural role for Ryan
By the second production, we already had seasonal material to reuse. We had also seen evergreen creative perform well when it stayed in market longer, giving campaigns time to move beyond the initial learning phase. Taking over creative direction, I developed everyday situations around Chumba players, with Ryan interacting naturally in their world. The aim was to bring his familiarity and humour into the brand without making every film a direct endorsement.
2026
Building the ideas together earlier
For ‘All the Ways You Can Chumba’, I collaborated with Ryan’s team on copy from the initial brief, developing situations together before they became finished scripts. We connected several everyday moments within each film and captured alternate lines, giving the team more flexibility to create variations from the same production.
Leadership
My role
I attended all three productions and worked with our marketing partnerships team, Ryan’s team and iHeartMedia through development and execution. I then led our in-house post-production and the campaign’s adaptation into static creative. The strategic aim was to build trust, familiarity and credibility for Chumba through Ryan’s presence in the work.
Behind the production
On set across three productions with iHeartMedia.
Rollout
Selected campaign adaptations
These examples show how the everyday stories extended into outdoor and CRM creative, with messaging adapted to each placement.
Credits
- Production
- iHeartMedia
- Creative direction
- iHeartMedia’s creative director (2023); Rodrigo Miranda (2024, 2026)
- Copy collaboration
- Ryan Seacrest’s team
- Post-production and wider campaign rollout
- VGW in-house team
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