About Me:

To this day, I'm still delighted and suprised at what can come out of the creative process. When given a new assignment, I put myself to work, to find a new and exciting solution to the design problem. It's in this discovery process that the WOW experience takes place.

When you call on me, you will be getting a wealth of experience that I will put to work for you, to bring the WOW experience to your design needs.

I look forward to working with you and to provide you with top notch design, creativity and high quality art, be it simple sketches or finished art

What Others Say:

"West Coast Innovations has engaged Rod for freelance design and art for over 15years. Rod is a talented, versatile artist who has been a pleasure to work with."

"Rod is capable of providing hand-drawn or computer-designed art from concept sketches to finished production art. On many occasions we asked Rod to provide creative and innovative input and he always produced good results."

Derek Gable, President

"Lot O Fun Marketing has been working with Rod for over 10 years. He brings a great amount of experience to the job and always works in a very professional manner."

Rod understands marketing conditions, and is very creative."

Shelly Goldberg, President

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Rod Castello

Designer, Illustrator, Inventor, Paper Engineer

Structural Graphics, Inc. 2004 to 2008

Creative Director: Managed and directed staff of paper engineers and designers in the creation of new and extraordinary concepts such as pop-up magazine inserts, hand assembled and machine made direct mail products, and other specialty products. Clients include McDonalds, Chiat Day, BBDO, Leo Burnett, to name just a few. I have a working knowledge of paper engineering and 3D pop-ups, as well as 2D mechanical designs. I have two patents in my name for paper designs. Complete knowledge of paper and printing from sheet-fed to web press, including folding, gluing, die-cutting and inline personalization. Expertise in the design and production of Lenticulars: 2 phase, 3 phase, multi-phase, zoom, and 3D.

Intervisual Communications, Inc. 2001 to 2004

Art Director/Designer: Played key role in the concepting, design and marketing of new product development. Designed signage and sales collateral for West Coast, New York and Chicago offices. Coordinated the day-to-day work distribution for getting prototypes made by our staff of paper engineers and designers. Was lead designer of unique and innovative premium concepts for Latin American snack food market. Clients included Bimbo, Wonder, Lara and Frito Lay. Designed Fantastic Four lenticular program with sales of $600,000 as well as Shark Tale build a flying disk program with sales of $500,000.

Strottman International 1999 to 2001

Manager of New Product Development: Led creative team in the design and development of innovative and creative ideas that set the standards for world-class products. Awarded "Strott of the Month", for outstanding Premium designs for Pizza Hut, resulting in a 200% increase in sales. Collaborated with Engineering for functional and industrial designs to ensure safety and regulatory compliance, as well as the Creative/Art Director on aesthetic and strategic fit of elements and products. Directed and managed the development of prototypes, 3-views, and sculpts by recruiting and maintaining an outstanding vendor base, as well as internal resources and connections for getting things done. Led creative team in the design and development of innovative and creative ideas that set the standard for world-class products.

Premium Designer: Developed innovative ideas, which were functionally dynamic, proprietary and unexpected. Led efforts to establish, maintain, and study a library of past and current fast food premiums, in order to provide clients with ideas that were new and exciting. Stayed current with culture and trends with emphasis on toy and premium products and any new technologies.

Freelance Designer 1992 to 1998

Designer: Toys, Premiums and Consumer Products,1992 to 1999

Brought a high level of creativity to all projects, working with Art/Creative Directors, as well as Inventors to bring initial concepts to final designs, by a wide variety of means including, sketches, engineering drawings, marker comps, and digital designs using expertise in Illustrator and Photoshop. Displayed a wide degree of knowledge in all areas, including Preschool, Arts/Crafts, Games, Play sets, Action Figures, Sports, and Novelty. Acquired representation for original toy concepts, with several being purchased, produced, and placed in the toy market.

Applause, Strategic Alliance Division, 1998 to 1999 Selected as full-time temp. by Creative Director to assist in product development programs for Taco Bell, Pizza Hut, and KFC. Provided original concept designs that contributed to winning two programs. Played a major roll in the Star Wars program that rolled out at all three Tricon Restaurant chains by doing a large share of the 3-view drawings, organizing /selecting the color call-outs, and supervising the artists doing sculpting and paintmasters.

Warner Bros./Sourcing Division, 1996 to 1997 Was an integral part of the premium design team in charge of pitching to Taco Bell for the first Batman Movie. Designed packaging, premiums, as well as plush, apparell, and jewelry for a wide range of clients, from Kraft Foods and Russell Stover Candies, to Ice Capades - Looney Toons on Ice.

West Coast Innovations, 1992 to 1996 Designed and illustrated well over 300 toy and game concepts in all areas of the toy industry using traditional marker comps and digital media. Displayed full knowledge of the process for toy design,including 3-views, break-apart drawings, model making, material selections, plastics, and how each part of the toy will be tooled and molded.