Ryan is a senior copywriter in San Francisco, previously at McCann and GSP (as an account guy). His site is based on a stack of paper. In his words, “One day I started cleaning out my files because they were moving us. So I started to stack up all my old briefs, dead ads, scripts, etc. into a neat little 8.5×11 pile. By the time I cleared out two years of shit, the stack was about three feet high. It looked too interesting to throw it away, so I taped it up. It became an art piece as a joke. I found a stand and put a $3000 price tag on it. I held a contest for names: “Dead Weight,” “Tower of Futility,” and the overly pretentious “Work” are some of my favorites. I settled on “The Other 96%” because it represents all the bullshit we have to go through to make something that shouldn’t be as hard as it really is. Later I realized some of the better things I’ve done aren’t (theoretically) in the stack, so I turned the it into a site idea. And I suppose, in some way, made use of all the good n’ bad things in the pile that never came to be.” Love it.