Brand launch / Hospitality
A neighborhood’s new usual.
A warm identity and a weekday offer for a fictional independent café.
FRIENDLY RIOT
Paid media & growthGood company. Great commotion.
Good people.
Loud ideas.
We plan, buy, and manage advertising across digital and physical channels. Automated workflows keep campaigns moving. You approve the creative and spend. We report what worked and what comes next.
Find your growth planAbout Friendly Riot
Your brand.
Out in the world.
Creative, media buying, and campaign management. One point of contact. You approve what goes live.
Explore our servicesWhere your brand
can show up.
Channels & formats
Advertising channels
& formats.
Explore the mix. We compare audience fit, cost, creative requirements, and measurement before recommending where your budget goes.
Search ads
Reach people actively looking for what you sell.
Social ads
Put the offer into the feeds and communities that fit.
Retail media
Reach shoppers while they browse and buy.
CTV & streaming
Bring your message to streaming audiences.
Programmatic
Coordinate digital placements across inventory sources.
Billboards & out-of-home
Show up around the places your audience visits.
Direct mail
Put a tangible message into selected mailboxes.
AI ad formats
Evaluate emerging advertising opportunities as platforms make them available.
Our planning directory covers 118 advertising, data, creative, and measurement companies. We confirm provider fit, access, and terms for each campaign. We also help brands get found in search and AI answers.
Concept studies
Campaign
concepts.
Explore three fictional briefs, each with creative assets and a practical plan for a real pilot.
Self-initiated concepts. No client relationship or campaign results are claimed.
Start with a pilot.
Have a café, community event, or pop-up coming up? Start with a focused pilot and a measurement plan.
Campaign examples
One idea.
Everywhere.
See Friendly Riot’s identity applied to print, social creative, and an outdoor concept.
Friendly Riot / Launch concepts
FRIENDLY RIOT 01 / BRANDMAKE
A
SCENE.GOOD PEOPLE. LOUD IDEAS.
A
SCENE.GOOD PEOPLE. LOUD IDEAS.
INDEPENDENT CREATIVE & MEDIAPLAY NICE.
GO BIG.HELLO,
WORLD.
GO BIG.HELLO,
WORLD.
A personality you can spot.
A bold wordmark, a friendly face, and a color system with a little attitude. Built to stay recognizable in every format.
What we do
Plan it.
Run it.
Improve it.
Strategy, creative, media buying, and measurement—managed through one point of contact.
01Paid media & buying
Build the channel mix around your audience, objective, locations, and budget. We research providers, recommend placements, coordinate bookings, manage approved campaigns, and explain the results.
02Strategy, brand & creative
Position the offer, plan the launch, and produce the campaign assets. Creative and website work follow the same brief, so every part of the campaign points toward the same goal.
03Outreach
Find relevant leads and draft a useful first email. Outreach messages go through approval before they are sent. Scope, targeting, sender setup, and follow-up rules are agreed first.
04Search & AI visibility
Help people find the business on Google and in AI answers. Improve useful content and discoverability, then measure the visibility and traffic we can observe. Rankings and AI mentions are not guaranteed.
05Automation & reporting
Automated workflows support routine production, coordination, monitoring, and reporting. Strategy, creative, media buying, and measurement are managed through one point of contact. Exceptions, creative, and spend decisions come back for review.
Ways to work together
Launch, grow,
or amplify.
Three ways to work together. Ongoing Growth is our core monthly service; launches and fixed campaigns have a defined scope.
Brand
Launch.
For a new business, brand, or offer.
- Positioning & audience definition
- Launch plan & media recommendations
- First creative & first campaigns
- Measurement setup & launch report
Scope & costs
We agree the launch scope, channel mix, creative deliverables, and schedule before production. Media spend and specialist production costs are shown separately.
Ongoing
Growth.
For businesses ready for consistent paid media management.
- Monthly campaign planning & management
- Audience, creative & campaign testing
- Performance monitoring & improvements
- Monthly reporting & next-step recommendations
Scope & costs
We agree the channels, monthly management fee, advertising budget, and reporting measures at kickoff. New creative and changes to approved spend require your sign-off.
Campaign
Amplification.
For a launch, event, product drop, or season.
- Campaign objective, audience & timing
- Creative adaptations & media buying
- Management throughout the campaign
- Wrap-up report & recommendations
Scope & costs
A defined campaign window with an agreed plan and budget. Placement availability, creative requirements, and supplier terms are confirmed before booking.
Your proposal separates agency fees, advertising spend, creative production, and other supplier costs. Deliverables, approval checkpoints, payment terms, and timing are agreed before work starts.
Planned / LED billboard trucks
Beyond
the scroll.
LED billboard trucks are a planned expansion. The truck below shows a creative direction, not an available fleet or bookable service. Current outdoor planning focuses on placements confirmed with media suppliers.
FR / STREET EDITION
Planned service. Concept illustration only; no truck bookings are available.
Good creative.
Real logistics.
For current outdoor media, tell us your city and campaign dates. We check suitable fixed placements with suppliers before recommending a buy.
Your market, checked first.
Tell us your city, ZIP codes, venues, and dates. We check suitable fixed screens and locations with suppliers and confirm availability before proposing a booking. LED trucks remain planned.
Built for the screen.
Short messages, legible type, strong contrast, and one clear action. Final dimensions, file format, duration, brightness, and motion rules come from the selected operator.
Know what actually ran.
Agree on proof of play before booking: timestamps, route or location records, and installation footage where the vendor can supply them. The evidence available from each supplier is confirmed in your proposal.
Separate reach from response.
Use a dedicated landing page, memorable URL, or offer code to measure response. Any modeled impressions are labeled as estimates. Scans or views alone don’t prove sales or campaign lift.
What goes into your outdoor quote?
Market & dates · Route or venue · Display hours · Screen dimensions · Creative production · Vendor/media fee · Permits or permissions · Delivery evidence · Reporting. Any unavailable item is resolved before approval, not assumed.
How we work
From brief
to results.
Automation keeps the work moving. Creative direction gives it purpose. You stay in control of what goes live.
Find the point.
Your brief sets the goal, audience, locations, and budget. We develop the media and creative plan, confirm supplier options, and agree on scope, costs, timing, and measurement.
Build. Review. Refine.
Automated workflows support production, reminders, and coordination. Creative checks and client feedback shape the final work. You approve creative, placements, costs, and changes before booking or launch.
Put it out there.
Approved work moves into the agreed schedule. We track delivery, flag exceptions for review, and collect available performance data. Your report explains what ran, how it performed, and what to do next.
What is automated, and where do people step in?
Automation supports repeatable production, scheduling, coordination, and reporting within the agreed scope. Creative direction, quality checks, budget decisions, and final approval stay with people. The workflow and any required account connections are agreed during setup.
What will I see during my campaign?
A written scope and budget, the proposed media plan, creative to review, a launch schedule, and progress updates. Changes that affect cost or scope come back to you for approval. After delivery, we share the available evidence and results. The collaboration and reporting tools are agreed at kickoff.
Can we start with one project?
Yes. A brand identity, a batch of content, or a single campaign can be a starting point. Scope and deliverables are agreed before work begins.
Do we need an existing brand?
No. We can start with a new identity or work with the one you already have. The brief helps clarify what needs to change and what should stay.
How does outdoor campaign pricing work?
It depends on the market, dates, route, screen format, creative, and duration. Those details need to be confirmed before a campaign can be quoted or booked.
THE PERSON BEHIND THE RIOT
WOW
HAZE.
HAZEL PASCUAL / FOUNDERHAZE.
Meet the founder
Hazel Pascual.
AKA Wowhaze.
Creative instinct.
An operator’s mindset.
Hazel founded Friendly Riot to bring expressive design and practical marketing together. A brand should have a point of view. Its campaigns should also have a clear purpose, a workable plan, and a way to learn what happened.
Her focus spans creative direction, marketing operations, and the systems that connect attention to a useful next step. Friendly Riot brings that thinking to independent businesses, community projects, and growing brands.
Good people. Loud ideas. Work with a reason.
Your move
Back to the topLET’S START
SOMETHING.
A launch, ongoing growth, or a campaign with a deadline? Tell us your goal, timing, and planned media budget. We’ll review the fit and outline the next step.