Wizard of Oz Slots

Paving the Yellowbrick Road with Marketing Trends and Strategic Ruby Slippers

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Client

Zynga/WB

Date

2021-2025

Services

Content Strategy

Led end to end creative for 450+ UA and ASO assets, blending brand integrity, motion craft, and performance strategy to drive sustained engagement and growth.

Strategic
Leadership

As Marketing Art Lead on Wizard of Oz Slots, I directed the creative ecosystem behind user acquisition and app store growth, translating an iconic entertainment property into performance-driven marketing at scale. My role extends beyond asset production into strategic concept development, creative testing roadmaps, audience insight application, competitive analysis, and cross-functional alignment with product, analytics, and growth teams.

I guide projects from initial positioning and messaging through scripting, motion design, VFX compositing, branding systems, and final delivery, ensuring every execution reinforces the core IP while competing effectively in a saturated mobile landscape. Data informs iteration, but craft drives differentiation. Each campaign is built to protect brand equity, sharpen emotional resonance, and convert attention into measurable performance

User Acquisition Campaigns

“Ryhan consistently operates beyond the brief, grounding every concept in the core IP while pushing it into fresh, competitive territory. He combines brand integrity, performance-driven thinking, and a high bar for craft to deliver work that is both strategically rigorous and visually exceptional.”

Evelyn Lawlor, Art Director
Zynga | Wizard of OZ Slots

Connected TV

I developed a CTV campaign titled Everyone Wears Red Shoes, leading it from initial script and concept through final edit. Partnering with Northwoods Revolution, I collaborated on talent sourcing, production, and on-set execution, including wardrobe direction. The creative concept tapped into the psychology of fandom, using the visual motif of red shoes as a cultural signal of devotion to Dorothy while reinforcing engagement with Wizard of Oz Slots.

Paid Media Campaigns

I analyze performance data, audience trends, and competitive signals to identify what is driving engagement, then apply those insights within brand and IP guidelines to create relevant, modern campaigns. The focus is on evolving a legacy brand without diluting its identity, ultimately improving ROI, ROAS, and core KPIs.

Appstore Previews, Icons, and Kindle Fire

I lead the development of high-impact app store creative across previews, promotional videos, screenshot systems, icon explorations, and Kindle Fire wake screen placements. Each asset is designed with a clear conversion strategy in mind, balancing platform best practices, visual hierarchy, and brand storytelling to increase tap-through rates, install intent, and overall store performance.