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Crafted to inspire.
Built to be shared.

Who we are.

Poolhouse is an independent ad agency hell-bent on crafting the best campaigns for candidates, causes and companies. We work to win, and build our clients razor-sharp spots. From YouTube to television, we produce media for every screen. No one will make it better or faster.

Who we aren’t.

We aren’t bulky. We don’t pretend to do everything. We will never say ‘synergy’ on a conference call. We don’t believe your money is best spent on the status quo or good enough. We’re here to tell your story, not tell you stories. The conversation has changed and content is king.

We Work to Win

  • 1. Discover

    We spend the time. We ask the right questions to find out who you are, what you need to say and who you want to say it to. We combine hard data to maximize understanding your story: we don’t start firing bullets till we know your target.
  • 2. Think

    Good strategy is rooted in good data. We take your info and get to work. There’s no replacement for time + pencil + paper + coffee. What’s the real message? What sticks? Makes us laugh? What we end up with is the big idea, and nothing is more important.
  • 3. Build

    Every frame we build is handcrafted. From storyboards to color-correction, we've tossed aside standard operating procedure. Our unique workflow creates ads that resonate, move and convince your audience.
  • 4. Target

    An ad is more than an artistic exercise. You choose how big you want to go and we push your content to the right audiences, agnostic of what screen the consumer watches it on. We ensure audiences are targeted, every eyeball is tracked, and analytics are understood so your story gets shared, period.
  • “Best Political Ad in 30 Years.” Fox News
  • “The best dial tested ad of the cycle” Frank Luntz
  • “Best Romney Ad of 2012” POLITICO
  • “Literally the best stuff I have ever seen!” Tim’s mom
  • “Devastating new ad” Political Wire

POOLHOUSE, lead by Co-Founders Tim O’Toole and Will Ritter, is a collective of ad makers, creatives and seasoned communicators.

Based in Richmond, Virginia, POOLHOUSE has succeeded at the highest level of politics, corporate and public affairs – including Presidential Campaigns, Fortune 500 companies, and leading national associations. With a proven track record of building award winning ad campaigns and communicating visual messaging we know the best results are based in top-notch creative. We make sure every razor-sharp ad we cut best tells our client’s unique story.

Along with being a full-service agency POOLHOUSE handles all production in house with a team of editors, shooters and producers. POOLHOUSE also offers both digital and TV media buying services.

Close Bio Tim O'Toole

Tim O'Toole


A former congressional press secretary turned filmmaker, Tim O'Toole has written, directed and produced hundreds of award-winning web and television spots for political, corporate and non-profit campaigns

As Director of Digital Video for Mitt Romney's 2012 Presidential campaign, Tim led a digital team that produced some of the most effective web and television spots of the presidential cycle from concept to screen.

Tim is a recovering Hill staffer and spent years both on and off the hill as a communicator working for and electing Congressmen and Senators.

Tim earned his BA in Journalism from Mizzou aka the University of Missouri and is a proud film school dropout. His hometown team will always be the St. Louis Cardinals, but Richmond is now his adopted home.

Close Bio Will Ritter

Will Ritter


Will Ritter is a project manager’s project manager. As Director of Advance for the 2012 Romney/Ryan campaign he was responsible for producing all televised events, managing the advance staff and organizing logistics for the entire campaign. He is a Republican operative with a decade of experience working in government and on corporate and political campaigns.

Ritter enjoys a scrap, especially in blue territory. He worked in the Massachusetts State House and left boot leather in Iowa and New Hampshire as Romney’s Special Assistant in 2008, He was Press Secretary on the Gomez campaign, on the bus with Scott Brown in ’09 and Spokesman for the Massachusetts Republican Party.

A Massachusetts native and an obnoxious Red Sox fan, Ritter graduated from Northeastern University, majoring in Political Science and Communications. He spent the only cash prize he ever won for stand-up comedy at IHOP the next morning.

Coming Soon

Our new office is under construction! Follow us on Instagram for updates.


Who We Work With

Get Started

We’re not on K Street or anywhere near it. We hang our hats in Richmond, VA.

Have a project? Drop us a line.

23 W Broad Street
Suite 404
Richmond, VA 23220