“Bone-dry comedy and a slightly off-axis elegance with disarming sincerity.” This is the hallmark of Aaron Ruell’s work. Tool has added him to its dynamic roster of directors, bringing his keen eye for detail and distinct visual perspective with him. In his many years of filmmaking, Ruell has built a diverse commercial portfolio, directing projects across a wide range of industries, including food and beverage, healthcare, personal care, and home improvement. His recent work includes campaigns for brands such as Advil, Dutch Boy, Kerrygold, In The Raw, IHOP, Lyft, and Serta, highlighting his versatility across comedic and heartfelt storytelling.

Ruell’s comedic style focuses on world-building, shaping environments where every element in the frame is intentional. He keeps a close eye on the details, from art direction to styling and casting, that will make a story feel truly believable, which allows for humour to unfold naturally. And he brings a sense of authenticity to his work that makes even the most unexpected moments feel real, whether leaning into absurdity or finding humour in the everyday.

Beyond advertising, Ruell’s creative background extends into narrative filmmaking, photography, and acting. In 2005, two of his short films, Everything’s Gone Green and Mary, premiered at the Sundance Film Festival. He also starred as Kip in the cult classic Napoleon Dynamite. His photography shares the same careful attention to composition and visual detail as his filmmaking and has been published in books and exhibited internationally in cities including New Orleans, Paris, Milan, Los Angeles and Buenos Aires.

“Aaron has such a unique approach to everyday stories that you know it’s his work the moment you see it,” stated Michelle Towse, managing director of Tool. “There’s thoughtful intention behind every comedic choice he makes. From our very first conversation, I knew Tool was where he belonged. Sometimes things are just meant to be. We’re his biggest fans, and we’re excited to champion him with a sales strategy as intentional as his work.”

“From my first conversation with Tool, I knew this could be a great place for me to continue my work,” Ruell added. “Michelle’s perspective on this constantly changing industry was filled with positivity and forward thinking, which reinvigorated me to think about where the ad world is going.”

Ruell’s debut work with Tool is currently underway for Carvana.

View his reel here.