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Ryno Reynolds
Project type
Social Video, Social Copy, Celebrity-Owned Brand Moment
Role
Concept Development | Senior Copywriter | Scriptwriter
Date
October 2025
A Birthday Social Ad That Earned Its Way Into Ryan's Feed
Ryan Reynolds, former owner, current spokesperson, and the public face of Mint Mobile, was heading into his birthday at a time when he was getting some negative chatter online.
Our social team needed something warm, clever, and impossible to dunk on—a moment that would genuinely delight Ryan, felt authentically Mint, and was smart enough for Ryan to share in order to boost brand sentiment and engagement.
The Objective
Create a fun, upbeat birthday video that Ryan would love enough to post.
The Insight
“Ryno” is a common nickname for people named Ryan, but not so common that everyone's heard of it. And rhinos are adorably massive, on top of being an endangered species.
That’s where the idea clicked. If we couldn't give Ryan something he needed (and what could he possibly need?) we can give him something he definitely doesn’t have… a rhinoceros named in his honor, Ryno Reynolds.
The Idea
We symbolically adopted a real rhinoceros through the World Wildlife Fund and named him Ryno Reynolds.
Then we built a deadpan, documentary-adjacent social video announcing Ryno as the newest member of the Mint Mobile family. Because Mint Mobile’s humor thrives on the intersection of earnest insight and ridiculous logic.
My Role
1. Concept Contribution
On a small team of Creatives, I helped brainstorm and shape the angle from insight to idea, leaning into a simple linguistic twist, the joyful absurdity of gift-buying for celebrities, and the sweet earnestness that keeps Mint content lovable, not cynical.
2. Scriptwriting
I wrote the full video script crafted for tight comedic pacing, an escalating sequence of reveals classic Mint voice (dry, charming, cleverly literal), and a punchline that plays well in silent autoplay.
Why It Worked
It extended Mint’s deadpan, clever, insight-driven humor. It gave Ryan something genuinely delightful and postable. It softened negative chatter with a warm, harmless gesture and transformed a simple birthday shoutout into a brand moment.
Impact
Strong engagement across Mint’s channels. High positive sentiment in comments. Earned attention from fans and followers expecting Ryan-centric content and reinforced Mint Mobile’s reputation for witty, culturally tuned storytelling.
To watch the final product, click on the video below.
