Building an in-house creative team
One of my main responsibilities at Ryanair was building a team of multi-disciplined creatives. That team of videographers and writers created videos, articles and social content as their day to day. However during seasonal moments we created more one-off higher budget brand videos, that while being product focussed, leaned heavily into that Ryanair tongue-in-cheek humour.
Christmas escapes
Working closely with The Public House this video highlights the important of escaping the family after you’ve come back for a few days. A fun video that flips the usual “home for Christmas” vibe on its head, selling low fares with a giggle. Part of a digital campaign we ran on Facebook and YouTube, the video racked up 1m+ views across platforms and thousands of shares from our Facebook page (also helped us go from 1.2m -1.4m fans).
Valentines
After the success of the Christmas video, I worked with art director Liam Frawley, and director David Keeling to bring a little humour to Valentine’s Day. To make localisation easy, we employed physical acting, visual cues and talented direction to make this ad work without a word being uttered, and minimal reliance on title cards. The video got a great reaction with plenty of likes, vies and shares as we could reach a wider European audience.
Summer dreams
Really bringing every European trope to life here, nobody escaped a roasting (our poor Irish actor both physically and metaphorically). Shot on the one day the sun hid in Madrid, although still 42c, and the plane we reserved for shoot ended up in Poland 1500km away. You name it, it went wrong. But with a good crew, and some perseverance we got a nice video that we localised into 7 European languages. It proved to be very popular with 1.5m views during the initial 2 week paid campaign on Facebook.