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

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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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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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A Customer Journey A Customer Journey A Customer Journey

On 30, Dec 2012 | In | By me

A Customer Journey

I’ll take a good oddball project anyday.

Here we were tasked to construct an entire customer journey from awareness to loyalty. Collaborating with senior copywriter Chrissy Ragan and senior art director Sara Suter for the overall presentation, together we developed a comprehensive integrated marketing campaign.

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