Little Minx, recently named an Ad Age A-List Standout in both 2022 and 2024, has added director and photographer Aaron Ruell to its U.S. commercial roster.
Ruell brings with him a portfolio that balances offbeat humor with meticulous art direction, having created work for brands such as Burger King, NY Lottery, Serta, Macy’s, Kerrygold, and Coca-Cola. Known for his ability to move between the ridiculous and the tender, his comedy is rooted in dry, poker-faced delivery while grounded by clean geometry and an eye for proportion.
“Aaron has this dry, deadpan sense of humor, in his work and in himself, that I love,” said Little Minx Founder and President Rhea Scott. “It’s always followed by a lovely smile and a quick glance to see if I caught it. Subtle, sincere, and immensely talented, he carries a quietness and shyness that conceal a lot of bravado — and a truly spectacular body of work.”
For Ruell, the appeal of joining Little Minx was clear. “What stood out for me is the level of artistry that lives on the roster, which feels unique to Rhea and her exceptional vision,” he said. “My work tends to be comedy-driven, but there’s also a focus on art direction. What I do best is create whole worlds that feel believable and at the same time absurd. As both a photographer and director, I feel at home at a company with this kind of depth. I’m very happy we found each other.”
Ruell is perhaps still best recognized as Kip Dynamite, the awkward older brother in the 2004 cult classic Napoleon Dynamite — a role he landed after graduating from film school. Beyond acting, his short films Everything’s Gone Green and Mary premiered at Sundance in 2005, and his photography has been exhibited internationally in Paris, Milan, Los Angeles, Buenos Aires, and beyond.
Recently, Ruell wrapped a four-spot campaign in Toronto, where an agency art director surprised him with a miniature ceramic replica of his “nachos plate” title card from Napoleon Dynamite’s iconic opening sequence. “People are really still into it, man,” Ruell said with a laugh. “And I don’t mind that at all.”
Reel 360 News wishes Aaron the best of luck.
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