ART DIRECTION + COPYWRITING

TRANSLATION LLC.: DEBUT+ [2024]

  • Brand

    • Client: UnitedMasters Inc.

    • Objective: Launch DEBUT+ music ditribution feature on UnitedMasters app.

    • Target: Music and content creators,18-24 yrs old, 24-35 yrs old.

    • Tone: Create the idea of belief from doubt.

    • YouTube and social media platforms

    • Role: Art Director

    • CD: Maximilian Gebhardt

    • Copywriter: Sonny Sirivong, Amiri Rose

    • 3D Design Animation: David Maxwell

Click to view:

TRANSLATION LLC.: BELIEVE [2024]

  • Brand

    • Client: UnitedMasters Inc.

    • Objective: UnitedMasters confronts doubt with belief, encouraging musicians to pursue their artistry with a new accessible tier of music distribution, DEBUT+.

    • Target: Music and content creators,18-24 yrs old, 24-35 yrs old.

    • Tone: Create the idea of belief from doubt.

    • YouTube and social media platforms

    • Role: Art Director, Copywriter

    • CD: Maximilian Gebhardt

    • Copywriter: Sonny Sirivong, Amiri Rose

    • Director & Production: Edgar Esteves, Blank Sqaure Productions

TRANSLATION LLC.: BELIEVE [2024]

  • Brand

    • Client: Ally Bank

    • Objective: Ally Bank leads the online banking world and tasked themselves to turn the volume up on voicing its tools for saving and investing for millennials and Gen Z.

    • Target: 18-24 yrs old, 24-35 yrs old.

    • Tone: Highlight the multiple Ally Bank approved tools the others have used to reach financial freedom.

    • YouTube and social media platformsAlly Bank blog platform

    • Role: Copywriter

TRANSLATION LLC x UNITEDMASTERS: SELECTCON 004 [2022]

  • Client: UnitedMasters, Inc.

  • Objective: Bring the online/digital SELECTCON004 conference to an IRL live event for the first time at a Brooklyn venue.

  • Target: 18-24, 25-35, music industry, social media users, music enthusiasts, music creative types

  • Tone: Based on a blueprint paper used to construct ideas, we bring the grid to life as a literal interpretation of the blueprint inside the vehue.

  • Role: Art Director, Creative Direction, Designer, Design Technician

Outward promotion; social, online.

Event:

LED Banner mock ups

On the day clips:

Conversation between Issa Rae and Steve Stoute: Click to view

Selectcon 004 main stage.

THE MANY AGENCY [2021]

  • Brand

    • Client: YouTubeMusic, #YouTubeBlack Voices Fund

    • Objective: Create reels to present the current 2021 class of artist

    • Target: YouTube community, music lovers, creatives, 18-24 yrs old

    • Tone: energetically present artists, singers, and songwriters as the new class of tomorrow

    • YouTube and social media platforms

    • Role: Art Director

Music Artist

Singers & Songwriters

Art comps. & Mock-ups, example references

SEE/KNOW [2021]

  • Brand

    • Client: SEE/KNOW

    • Objective: Create a communicative video that introduces and describes the mission of the S/K platform

    • Target: 18-24, 25-35, potential customers, social media users, fashion enthusiasts, creative types

    • Tone: “See this. Know that." campaign reflects the chaos of fashion and the curation of the S/K platform for users

    • Role: Art Director, Community Manager, Senior Editor

    • Social media ads, Instagram, TikTok, Snapchat, Twitter

“See this. Know that.”

  • Brand

    • Client: SEE/KNOW

    • Objective: Create compelling copy for all communications, S/K definition

    • Target: B2B operation searching for new and independent streetwear fashion brands to nature within the incubator and breed audience awareness, leading to sales

    • Tone: Subtle, familiar, and knowledgable but not condescending nor too arrogant

    • Role: Senior Editor, Copywriter, Art Director

    • Digital applications, Social media, Print ad

Digital application

Print advertisement

den•dwell [2019]

  • Brand Deck

    • Client: Den•Dwell

    • Objective: Create a deck which packages the brand identity and all the elements

    • Target: Millennials 22-30 yrs old, M/F, unassuming market, $45K - $65K annually

    • Tone: Subtle, minimal design, mimicking floor plan spacing

    • Print and Digital pdf

    • Role: Creative Dierction, Art Director, Designer

Social Media & Works In Progress

TRANSLATION LLC: BEAST BY DRE [2023]

Social Design

  • Client: Beats by Dre, Beats Academy Annoucement

  • Objective: Announce the Beats Academy collaborative program

  • Target: 18-24 students, creatives, social influencers, music talent

  • Social media platforms

  • Role: Art Director, Designer

  • Social media post

NESSY KHEM [2018]

  • Social Media Campaign

    • Client: Nessy Khem

    • Objective: Instagram tiles that reflect a lifestyle around the sleek luxury and youth of the sunglasses

    • Target: 25-35 yrs old, $90k - $120k annually, M/F

    • Tone: Surreal approach to presenting the frames and the lifestyle around it. Clean design aesthetic to complement frames

    • Web; Instagram

    • Role: Creative Director, Photographer, Art Director, Designer

TEANSTREAM PRODUCTIONS x CASSELL INC.: PETSMART [2016]

  • Commercial Advertisements

    • Client: PetSmart, TeamStream Productions

    • Objective:We wanted to show the toys as objects beyond their desired use. Excluding any pet interactions bringing each scene to life in surreal ways, we decided to animate the toys in lifelike situations.

    • Target: Pet-owners, 21-30, $35k-$55k

    • Tone: Fun, energetic, practical settings and situations, highlighting features

    • Place: Online, web, phone app

    • Role: Creative Director, Director; cinematographer, art direction, animation, editing, storyboard

Uploaded by Cassell on 2017-05-06.

Uploaded by Cassell on 2017-05-06.

Uploaded by Cassell on 2017-05-06.

Uploaded by Cassell on 2017-05-06.

MORGANTHAL FREDERICS [2015]

  • Email and Stories Campaign

    • Client: Morgenthal Frederics Eyewear

    • Objective: Campaign for Email blast; corresponding with Instagram Stories.

    • Target: 24-35 yrs old, $55k - $75k annually,

    • Tone: The brand sells sunglasses online but optical requires visiting a retail location because we value the importance of in-person service and fitting. We have 14 Morgenthal Frederics boutiques across the country that offer our full collections.

    • Place: Web; email, instagram stories

    • Role: Art Director, Designer

 

CONVERSE [2014]

  • Banner Ads

    • Client: Converse

    • Objective: Web, Print, Outdoor Banner Ads

    • Target: 18-29 yrs old, $25k - $55k annually,

    • Tone: The Converse lifestyle represents youth, individuality. Stop Dreaming, start doing embraces the aspirations and ethos of the youth culture.

    • Place: Print and Web; outdoor, billboard, website headers and banners, magazine

    • Role: Photographer, Art Director, Designer

 
 

click to enlarge

MAKE LOVE BY T.T. [2020]

  • Logo Design

    • Client: Make Love By T.T.

    • Objective: Create a logo that translates 70s hippie culture with modern-day marijuana laws

    • Target: Marijuana/CBD medical and recreational users

    • Print: Manufactured clothing merchandise

    • Role: Art Director, logo designer

PREMATURE DIVORCE: Editorial Spread [2015]

  • Client: Magazine Spread

  • Objective: Pre-Mature Divorce is designed to represent the smear of lipstick on the collar from another women.

  • Target: 35-45 yrs old, $85k - $105k annually,

  • Tone: Dramatic, shocking, writing on the walls

  • Place: Print and web; magazine spread, digital spread

  • Role: Photographer, Art Director, Designer

PAGE MAGAZINE: Mobile, Social, Online

  • Client: Reverie: PAGE

  • Role: Founder, Editor-in-Chief, Art Director, website designer, social media manager,