The brief
Terrible's is a Southern Nevada institution — gas, convenience stores, car washes, restaurants, taverns, and gaming, all under one regional banner. Over 300 locations across the stores, taverns, and gaming sites, with a brand voice that has to feel consistent on a fuel pump in Pahrump, an in-store loop in Henderson, a TV spot during a Vegas commercial break, and a vertical reel a customer thumbs past in line. Vendor-by-vendor production wasn't going to keep that consistent across a footprint that big.
The model
This is a retainer-shaped creative partnership now in its sixth year, not a one-shot project. That matters: the work compounds. The studio has learned the properties. We know what's already in the can vs. what needs a fresh shoot. We know which voiceover delivery suits which surface. The production calendar gets ahead of the marketing calendar instead of constantly catching up to it.
Bryan, as VP of Marketing, is the budget and creative-direction owner. Property-level direction comes from category leadership across c-stores and car wash, food and beverage, and gaming. Invoicing runs through a clean, single channel so the back-of-house never becomes an excuse to delay creative.
Brand work that earns the next click — across properties.
What gets produced
- Digital video — store openings, seasonal campaigns, in-store activations, and brand spots cut for broadcast-feel and vertical social. Over 1,000 finished digital video pieces shipped across the partnership to date.
- Social-first content — reels and short-form built for where customers actually scroll, not stretched-out brand video pretending to be social.
- Voiceover — the in-house voice on owned channels, gas-pump audio, in-store loops, radio, TV, and digital. The voice you've heard in Las Vegas for the last decade — even if you didn't know whose it was.
- Motion graphics and on-screen identity — title cards, lower-thirds, and brand polish that hold up next to national chains.
- On-location and same-day — Reels on Wheels rolls in for property events, openings, and time-sensitive shoots, with edit-in-trailer for next-morning delivery.
Voices on the partnership
"Six years in, and the only time I've had to think about creative for Terrible's is to approve it. Rich runs the engine — properties, voiceover, video, all of it — like it's an internal team."
— Bryan Breeden, VP of Marketing, Terrible's
"When a property opens, the campaign is already shot, edited, and ready. That doesn't happen with vendors — that only happens with Rich."
— Kaila Adams, Director, C-Stores & Car Wash, Terrible's
"We've thrown weird timelines at him for tavern launches and gaming activations. He never blinks. The work just shows up — on brand, ready to ship."
— Casey Vanderpool, Director, F&B and Gaming, Terrible's
The numbers
- 300+ locations across stores, taverns, and gaming sites — covered by a single creative partner instead of a property-by-property vendor scramble
- 10 years as the voice and digital creator behind the brand
- ~95% of all customer-facing creative produced through this partnership across the past decade
- 1,000+ digital video pieces shipped across the engagement
- Retainer now in its sixth year with no vendor-management overhead on the marketing side
- You've heard my voice before, whether you know it or not — pump, in-store, radio, TV, and digital. You've also probably imitated it. Hire me before it gets weird.
- Same-day capture-to-publish available for property openings, community events, and time-sensitive promotions via Reels on Wheels
Why retainer beats project work for a brand at this scale
Multi-property brands die a slow death from creative thrash — chasing vendors, re-explaining the brand every time, paying twice for context-building. The retainer flips that. Production is internal-feeling. The deliverable backlog is visible. New requests get triaged against existing capacity instead of restarting the procurement clock.
The economic floor on this kind of partnership is meaningful — retainer work isn't where someone hunts for a $500 reel. But for a brand with 300+ active surfaces and a marketing team that wants to spend its calendar on strategy rather than vendor management, the math gets simple fast. The proof is the calendar — six years and counting, and the work is still getting sharper.
It's the kind of partnership that lets a small studio hold its own next to the bigger sharks of Las Vegas advertising — by being the one place where the voice, the camera, the edit, and the strategy all live in the same head.
What's in this for a similar brand
If you run a regional brand with multiple properties, hospitality groups, sports leagues, multi-location operators, or any business that thinks in monthly creative budgets instead of one-shot deliverables — this is the shape of partnership that actually moves volume without burning out either side. Solo-operator practical, full-stack production, and the same person who took your call in the morning is on the edit by lunch.