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Creative in association withGear Seven
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Director Chris Malloy Teams up with Actor and Musician Ryan Bingham to Launch Ranch Rita

21/06/2022
Production Company
Los Angeles, USA
57
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Director Chris Malloy and agency GSD&M introduce Lone River’s latest beverage to the line up in authentic cantina style

Born in West Texas, Lone River aims to capture the allure and adventure of the west in their family of brands (which includes Ranch Water). Now, with GSD&M and Farm League, they're launching a new batch of films to welcome the Ranch Rita to their line up. Director Chris Malloy’s approach always puts authenticity at the forefront, from location to casting to set dressing. For the Ranch Rita, he wanted to find and craft a cantina space that felt true-to-life...where long-time locals come to congregate over cold drinks and good music, and a place equally welcoming to those who may just be passing through.

Chris Malloy says, “Ryan Bingham's the North Star for the cowboy identity we were after, so we didn't want to overcomplicate matters. We just let the man and his incandescent presence do their thing.”

Ryan spent his earlier years in the rodeo circuit before playing guitar in dive-bars and trying to forge a path in music. He is known most recently for his acting role on Yellowstone. Who he is off camera is just as real as his quintessential cowboy depiction. Casting a Ranch Rita character who felt like Ryan's match in charisma and authenticity was key, as well as the characters that surround them in the cantina world (like a cameo from five-time Steer Wrestling world champion Luke Branquinho).

The campaign made its TV debut during the CMA Awards. Read more about the project here.

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