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© Copyright 2015 Melissa Ella Castloo | Stealing is not a form of flattery.

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I woke up like this I woke up like this I woke up like this I woke up like this I woke up like this I woke up like this

On 18, Jan 2015 | In | By me

I woke up like this

There’s an art and a science to beauty.

Currently at Sephora, I lead a team of five email designers (ranging from senior to production). We send, on average, four emails a week, each versioned and targeted to clients through Sephora’s loyalty program. Outside of our core projects, my team also partners with Marketing and Analytics for consumer behavior testing. For example, we’ve learned how faux-video content performs vs. static imagery, where to templatize full-sized products, and the best layouts for promotional offers.

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We got this. We got this. We got this. We got this. We got this.

On 01, Jan 2013 | In | By me

We got this.

I had the privilege of concepting for Tidy Cats’ updated social media presence. Tidy Cats is the proven leader of the litter box domain and with that in mind we pitched a new online personality for the brand—a bold platform for today’s cat owners.

It definitely had to be relatable. And the most universal thread linking cats and their human scoopers is, of course, cat poop.

Using this way-too-obvious angle, the idea was to make sure our litter buying target market knew Tidy Cats has everything under control. I give you…

We got this shit.
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Strong Smell Strong Smell Strong Smell

On 28, Dec 2012 | In | By me

Strong Smell

In this three part magazine campaign, the goal was to convince subscribers of Martha Stewart Living that they should purchase Method home products because they have unique scents that are strong enough to make bad smells good.

Method’s home cleaning and fragrance products combined with our cross-disciplinary collaboration led to sparkling results.

Photographer: Emily Mansfield

Co-Art Director: Amy Rumbarger

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Golden Age of Travel Golden Age of Travel Golden Age of Travel Golden Age of Travel Golden Age of Travel Golden Age of Travel

On 01, Jan 2013 | In | By me

Golden Age of Travel

The Travel-Ticker redesign was one of the most rewarding projects I worked on with T3. The clients were excited and stimulating. As the design lead, I presented to our clients along side the wordsmith Chrissy Ragan, I kept (and created) the branding standards. From pitch to production, I’m proud of the team and what we accomplished for the user, so here’s the story:

With travel deal seekers revisiting sites frequently, it wasn’t enough to design a standard, resizable banner. We created a system of illustrations based on geometric shapes that could be assembled in different configurations to keep our message updated and eye-catching.
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Get Jot Get Jot

On 28, Dec 2012 | In | By me

Get Jot

To show the benefits of a new time-saving app from a Chase, I concepted and art directed this rich media mobile ad as part of digital advertising campaign. In an effort to help business owners increase efficiency, the concept here was to relate to our cardholders by illustrating an overwhelming amount of receipts, and in turn, provide a calming solution.

Check out the animation and mobile landing environment next.

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T3 Mobile Site T3 Mobile Site

On 30, Dec 2012 | In | By me

T3 Mobile Site

I love this “practice what you preach” project.

Though some might shrug off an internal assignment, I took it as a chance to partner with UX to deliver a concise, audience-driven experience. The objective was to provide industry savvy users access to the most relevant content with a focus on the agency’s contact information. The site is designed with minimal distraction with touchable navigation and scrollable content.

If you are checking this out on your mobile device, you can see the live site in action here.

Who Knew!

On 02, Jan 2013 | In | By me

Who Knew!

JCPenney. (Or Penneys, if you’re my mother reading this.)

Here’s the account where I earned my digital chops. Day to day, I was responsible for concepting multiple banner options for client review and also for leading client selected storyboards through production and development. Working within brand standards all while pushing the boundaries for digital innovation solidified my confidence in the creative process. I also worked within teams to pitch seasonal campaigns and execute social media deliverables. I have no reservations when it comes to working across the aisle to ensure a cohesive product that captures all of the clients needs. From development to account, I am pro think tank.

Lovely flash banners are waiting!

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Travel Demo

On 30, Dec 2012 | In | By me

Travel Demo

Wrangling the amount of content for a rewards program is no trivial pursuit.

A multi-touchpoint campaign strategy led us to provide cardholders with digestible amounts of information paired with an existing direct mail component. Starting with the digital landing environment for all marketing touchpoints, my involvement in the campaign began with designing the site and lead to art directing a versioned instructional video as well as an email.

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Little in a Big Way

On 29, Dec 2012 | In | By me

Little in a Big Way

The objective for this award-winning student project was convincing parents of hungry toddlers that Frosted Mini-Wheats Little Bites is the most convenient-sized snack for their little ones. By focusing in on one unique aspect of the cereal the magazine ad was able to communicate a single, fun message in an instant. And yes, that’s me as the model.

Photographer: Corey Jenkins

Co-Art Director: Jamie Feola

Keep it interesting. Keep it interesting. Keep it interesting. Keep it interesting. Keep it interesting. Keep it interesting.

On 03, Jan 2013 | In | By me

Keep it interesting.

Here’s an attention grabbing campaign. The project was to communicate that MSN gives users what they need to stay interested and constantly sharing. Within the creative platform we had to tackle both the intrinsic content that MSN delivers and the extrinsic value to staying connected.

The idea is rooted in places where you normally have very little to say and it might be social awkward to do so. Think laundry mat, elevator, public restrooms. MSN solves the problem of having nothing to say. You can do better than talk about the weather.

Imagine a bus stop keeping your mind occupied while you wait. How awesome would it have a hold on the best gossip while waiting for your laundry to dry. MSN keeps you interesting.

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