Andria Castellano

Media: Consumer Print, Digital Video, Social Media, Collateral, Newsletter

Worth New York is a high-end luxury direct-sell fashion brand. We partnered with Worth on re-branding the look/tone/feel from campaign and look book photography, video, collateral as well as digital and social media programs.

We also designed and produced 100% new and interactive content for their Fall 2015 website re-launch. For this success, they won for "Best in Class: Fashion/Style category in the Interactive Media Awards.

In Spring 2016 we also welcomed the addition of The Magazine, a seasonal newsletter rich with content on the collections, style trends etc.

In just one year, I produced nearly 1000 pieces of creative ranging across all of these medias.

For Worth campaigns we worked with photographer's Andreas Sjodin and David Roemer as well as photographers Kevin Sturmam and Greg Kramer for all media.

We also worked with esteemed stylists such as Beth Fenton, Clare Richardson and Zara Zachrisson.

Media:  Digital Video, Social Media, Collateral, Newsletter

W by Worth is a high-end luxury direct-sell fashion brand. We partnered with W by Worth on complete re-branding from tone of voice, design, campaign and look book photography, video assets, collateral as well as digital and social media programs.

We also designed and produced 100% new and exciting content for their Fall 2015 website launch.

In just one year, I produced nearly 1000 pieces of creative ranging across all of these medias.

For W by Worth campaigns we partnered with photographer instagram sensations Josh Woods and Michael Dumler as well as photographers Kevin Sturmam and Greg Kramer for all media.

We also worked with esteemed stylists such as Susan Joy, Clare Richardson, Zara Zachrisson, and Paul Simon-Djite.

Media: Print, OOH, Taxi TV, In-Store, Digital

"Ready to Wear Home"

These dynamic campaigns were DVF's first foray into the home market. The concept was to bring fashion to the home and to encourage consumers to love accessorizing their home as much as themselves.  

On these campaigns we worked with the talented photographers Sebastian Faena and Arnaud Prvka

Media: Print, Broadcast, Collateral, OOH, Digital and Social Media

I produced work in over 5 countries and coordinated with global partners in regional markets.  From budgeting to pre-production, casting, on-set coordination, and post production supervision, the range of experience and know-how was career changing.

Working on the AVON global account was an invaluable experience.  During this time I produced over 20 commercials for global broadcast and online, as well as print, digital, and OOH campaigns.

I worked on all facets of the AVON brand including holiday, fragrance, cosmetic, skincare, and recruitment initiatives.

Media: Consumer Print, In-Store, Digital, Video and Social Media

As the Living Proof brand began to extend there haircare franchise, they brought us on to help with with their growth and in-store presence in Sephora, Ulta and many others.

These many campaigns were featured in consumer print magazines, in-store, as well as online and digital media.

In addition to their partnership with Jennifer Aniston, we worked with notable photographers such as Mario Sorrenti, Guy Aroch, Tesh, and Norman Jean Roy.

Nordstrom Rack was a client for a full calendar year. In that time I produced all online, digital and social content, radio (english and spanish), OOH (billboards, transit, and city take overs), cinema TV Spots, consumer print, and in-store / POP Displays.  

In additional to producing all content, I managed all post production and media release.

I was responsible for creating and managing all production budgets as well as the budget allocation for the complete calendar year.

We also supported media for over 10 new store openings including their flagship in Seattle.

We partnered with photographer/director, Jason Kibbler for on figure photo and video as well as still life photographer, David Rinella for all product photography.

The first video in this section is a compilation of all creative work produced in this period.

Faherty Brand is a modern American heritage clothing brand for men and women. The soul of the brand is worn proudly on every sleeve - always looking for ways to tell the brand story, while looking for ways to elevate and hero their passion for sustainable fashion and luxury details.

This sampling of work from the Winter Collection Campaign, demonstrates a variety of content that was created for the brand ranging from campaign/brand videos, digital ad video units, the seasonal catalog and campaign emails.

Media: Consumer Print Magazines in Canada and Online.

Jacob is a brand exclusively sold in Canada.  

The "Live Chic, Love Jacob" campaign was shot in Montreal with nearly a 100% Canadian crew.  The star was Canadian supermodel, Coco Rocha and the photographer was Norman Jean Roy, also Canadian. Surprisingly, this was his first Canadian production! 

It was an amazing production.

David Rinella photographed all of the still life.

Media: Consumer Print, Online, and Collateral

Vera Wang was a very multifaceted brand to work on.  

The agency helped Vera Wang launch her first fragrance as well as a variety of licensee partnerships with Rosiblu Fine Jewelry, Wedgewood, and Silver and Gifts.

As this was early in my career, I assisted on all production for Vera Wang. I learned a great deal from prep, on-set to post production.

During this time we worked with photographers Paolo Roversi, Yelena Yemchuk, Richard Burbridge and Maria Robledo.

Media: Consumer and Trade Print

The partnership with Essie began with branding. It was important for the team to give ESSIE (yes- she is real!), the company's founder a consumer presence.  Combined with Essie's creative shade naming - adding quotes with Essie's signature and exciting product imagery, the brand's personality gained a more visual presence.

I produced several creatives for Essie and worked with really talented still life photographers such as Coolife, Svend Lindbaek, and Tyler Matsen.  I was also a valuable resource to the creative team in helping them source creative imagery for project inspiration.

Media: Taxi TV and Digital

To compliment the NYC Make Up For Ever OOH take over, we were contracted to creative a Taxi TV spot.  

Photographer/Director Ben Hasset paired with Make Up For Ever's very own Make Up artist professionals created colorful, dynamic looks celebrating the 50 shades of MUFE's Rouge Artist collection.

Media: Consumer Print, Broadcast, Online, In-Store, Packaging

I produced two campaigns for Celine Dion Fragrances - Enchanting and Sensational. Both campaigns were shot in Las Vegas.  Spin off "Flanker" fragrances, Sensational Moments, Pure Brilliance, and Spring in Provence were originated form the Sensational campaign shoot.

Enchanting Photographer: Michael Thompson

Sensational Photographer: Alexi Lubomirski

Sensational Director: Madonna Badger/Scott Lochmus

Media: Consumer Print Magazines, In-store/Packaging and Online.

For this campaign we were inspired by the natural whimsy of the Spring Maid Home and Housewares brand - dating back to the 1950's.

We partnered with photographer, Kevin Mackintosh and set designer, Daryl Macgregor to bring this concept to life. Fashion Stylist Melissa Rubini created the custom dresses to compliment the the bedding designs.

Media: Packaging and In-Store

Our agency was contracted to redesign the packaging for Covergirl cosmetics.  The concept was to use make-up swatches/product displayed in a dynamic way on the secondary packaging and bring the product and brand to life "on shelf".

I produced all of this content as well as assisted with post production.

The campaign was photographed by the Richard Pierce.

The Smart Set was a brand exclusively in Canada.  We created this cool girls squad and gave them each their own personality and style inspiration.  We partnered with photographer/director Chris Craymer  to bring to life this fun-spirited campaign.

This campaign ran, in-store, digital, consumer print magazines in canada, and in collateral programs.

Espacio by Sami Hayek ( currently referred to as Hayek Studio) was a brand partnership that came to us from Springs Global.

Sami Hayek's (Selma Hayek's brother) designed were inspired by his Mexican heritage.  We used this plus the masculine and sensual nature of this brand to create a campaign that sparked curiosity and told an evocative story.

This campaign appeared on a billboard in LA as well as online and in social media.

Photographer: Sebastian Faena

Set Design: Jack Flanagan

Media: Consumer Print

This campaign was shot in the beautiful Academy Mansion in New York City with the esteemed home and lifestyle photographer, Douglas Friedman.

The concept for these his and her print executions, was to parallel the fashion and tailoring heritage of the famous interior designer, Angelo Donghia and his luxury home and decor furnishings.