The Challenge: 

Ruffles wanted a national social campaign that spoke directly to twenty-something guys who still love the classics: beer, sports, video games, and backyard arguments about absolutely nothing – without sounding try-hard, branded, or out of touch.

The Solution: 

I created The Ruffles Guy’s Guide – a tongue-in-cheek, leather-bound “rulebook” for modern bro-hood, packed with overly serious commandments for everyday life. Each episode centered on two guys debating a sacred rule – like whether winter seasonal beer is ever acceptable at a summer pool party. The tone was self-aware and intentionally over-dramatic – treating meaningless debates with the gravitas of ancient law. The series lived across Ruffles.com and Ruffles’ social channels. 

I conceived the format, wrote the scripts, and produced the episodes, shaping the voice, pacing, and visual language of the series from end to end.