---

2020 Video Music Awards Marketing Campaign

The summer of 2020 was plagued by divisions over public safety, human rights, and politics, and we were all truly in need of an escape. The VMAs aimed to oblige with the revival of live music and the common ground we all share in our love for music. We were briefed to share this message of unity, celebration, and the escape the VMAs could offer through our marketing campaign.

We latched onto the 1960s because of its parallels in activism and aspirations we were experiencing and needed in 2020. The flowy, surrealistic, and positive tone of the illustrative design hugged viewers' eyeballs and was embellished by an approachable hand element and a rainbow of colors to signify inclusivity, togetherness, and the love aesthetic. It delights in the past, the togetherness of music, and the power of community without shying away from the new strangeness and change of today.

These VMA campaigns are extremely massive undertakings with literally thousands of deliverables, including linear, OOH, social, digital, OTG, merch, and event materials. With our in-house team whittled to its barest of bones, we partnered with State design to help in developing the look and execute our most pressing linear needs, and a swat team of freelancers to execute the breadth of the campaign. As creative director, I planted the ’60s love movement seed of an idea with our creative partners at State, and under our senior leadership team, alongside my motion partner, we led and managed all visual aspects, big and small, of this 2020 VMA campaign.

Company: MTV Brand Creative
SVP, Art: Thomas Berger
SVP, Editorial: Justin Russell
VP Editorial: Anthony Gelsomino
VP Design: Rich Browd
Creative Director Art: Casiel Kaplan
Sr. Motion Director: Timothy Livezey
Art Directors: Anthony Annandono, Joe Cosentino & Kevin Burke
Motion Designers: Mike Erla, Oscar Rivera, Meika Jewett & Mike Yoo
Designers: Christi Catalpa, Carli Malec & Michael Gonzales

In partnership with State Design, their creative director Cecilia Fletcher and their team of artists and animators.

---

---

The Challenge International — Marketing Campaigns

MTV kicked off its new global strategy by rolling out five new series within The Challenge franchise. It all started with The Challenge USA, which assembled reality fan favs from the CBS universe, followed by localized editions in Australia, the UK, and Argentina. Their winners advanced to the World Championship on Paramount+, where they united in a single high-stakes finale.

I led and managed all things art alongside my motion partner and under our SVP’s leadership. Over the course of a year, I planned and directed 3 photo shoots, promo A/V art direction and design, logo design, multiple key arts, and show packaging and key art toolkits for our international partners. I also supported the set design and doubled as prop designer, making a handful of helmets for the shoots, which are still being used today.

Company: MTV Brand Creative
SVP, Art: Thomas Berger
VP Motion Design: Timothy Livezey
Creative Director: Casiel Kaplan
Motion Designers: Oscar Rivera
Logo Design: Carli Malec

Photographer: James Dimmock, Aaron Smith
Key Art Vendor: Art Machine, Arsonal
Show Packaging: State

---

---

The Daily Show — Key Art Campaigns

After a year of anticipation and false starts, The Daily Show was returning with Jon Stewart as the host. We couldn’t be happier as a team, and as consumers, but because of fears of leaks, we didn’t find out until a week before airing. We partnered with LA Associates, hustled to find current images of Jon, and whipped out a campaign with a huge buy-in just a few days.

I was honored to continue leading TDS’s key art and OOH for the next two years. The pace never slowed: Emmy artwork, a new podcast launch, and the 2024 election coverage campaign all hit at once. We brought on Art Streiber, and I directed the shoot and campaign, producing a wide range of OOH and digital placements with Joe and Paulina, including full dominations in Times Square and Grand Central. Centered initially on our locked tagline, ‘The Most Important Election COVERAGE of Our Lifetime Ever,’ the direction shifted along the way—as they often do—but was a hit for all stakeholders in the end.

Company: Paramount Brand Creative 
SVP: Justin Russell
VP Creative Director (Editorial): Matt Silvestri
Creative Director (Editorial): Michael Gelsomino
Creative Director (Art): Casiel Kaplan
Art Directors: Paulina Niewinska & Joe Cosentino

Key Art Vendor: LA Associates
Photographers: Art Streiber, Victoria Will, & Matt Wilson

---

---

Buckhead Shore — Marketing Campaign, Show Open & Logo

Building on the legacy of Jersey Shore and Floribama, Buckhead Shore took the franchise to Atlanta's Buckhead suburb, also known as the ‘Beverly Hills of the South,’ following a group of friends and offering viewers a window into their exclusive lifestyle, relationships, and inevitable drama.

I conceptualized and led the art and design of the campaign under my SVP’s leadership. We brought Kareem Black in for the shoot, and Kevin, who I had been training, killed it as AD on his first solo shoot. We partnered with Art Machine for Press and Key Art, and I collaborated with my motion counterpart on all art things A/V, doing the promo graphics internally and partnering with Block & Tackle for the show open and packaging. I also directed the logo design.

Company: MTV Brand Creative 
SVP: Thomas Berger
Creative Director: Casiel Kaplan
Motion Director: Tim Livezey
Art Director: Kevin Burke
Designer: Carli Malec
Designer: Victoria Deblasi

Key Art Vendor: Art Machine
Show Package: Block & Tackle

---

---

Sixteen and in the System — Key Art, Show Open & Logo

16 & IN THE SYSTEM is a 6-episode documentary series that chronicles the life-changing journeys of a group of Philadelphia youth who have been given a second chance at freedom after committing a criminal offense. Instead of being placed in juvenile detention, they are offered restorative justice and assigned to the Institute for the Development of African American Youth (IDAAY), a nonprofit organization based in the heart of North Philly.

I led and managed the key art, directed the logo design, and collaborated with my motion partner on packaging under our SVP's leadership. Photographer Rachel Wisniewski went on assignment to IDAAY and several of the youths' neighborhoods to capture a day in the life approach to the main titles and key art. Careful consideration was given to painting an unassuming portrait of the group and offering an optimistic light on their journey.

Company: MTV Brand Creative 
SVP: Thomas Berger
Creative Director: Casiel Kaplan
Motion Director: Tim Livezey
Art Director: Scott Massey

Photographer: Rachel Wisniewski

---

---

Teen Wolf — Key Art , Promo Graphics & Logo

Jeff Davis picked up the Teen Wolf story where it left off, five years later, with Teen Wolf: The Movie. This franchise’s fan base was rabid for this movie, and while we did keep new audiences in mind, everything we did was really for them. We teased Allison's return from the dead at San Diego Comic Con and developed two additional key art pieces that rolled out widely ahead of the premiere.

I was the creative lead for all things art, partnering with my motion counterpart and under the leadership of our SVP. I planned, conceptualized, and directed the shoot, and directed key art with our partners at LA Associates.

Company: Paramount Brand Creative
SVP, Design: Thomas Berger
VP Motion Design: Timothy Livezey
Creative Director: Casiel Kaplan
Art Director: Joe Cosentino

Photographer: James Dimmock
Key Art Vendor: LA Associates

---

---

The Real World Homecoming: New York — Marketing Campaign & Show Open

The true story of seven strangers picked to live in a loft and have their lives taped got a redo, 30 years later! The original cast returned to the very same loft for the first installment of the reunion series. With such an iconic series in our hands, we really aimed to pay tribute to the past with a stylized reboot of the original show open and photography.

As Creative Director, I conceptualized and managed the key art, show packaging, and promo graphics in partnership with my motion counterpart and with the executional support of our in-house art director, motion designers, and the team at Arsonal. We also designed the logo.

Company: MTV Brand Creative 
SVP: Thomas Berger
VP Motion Design: Tim Livezey
Creative Director: Casiel Kaplan
Art Director: Anthony Annandono
Motion Designer: Gary Samson

Key Art Vendor: Arsonal

---

---

The Challenge: All Stars — Marketing Campaign

The Challenge has been a hit for MTV since the millennium, and its fan base is incredibly dedicated. At the time of this show’s airing, there were up to 36 seasons, not including the spin-offs, and many of those fans had been watching from the beginning. To support the launch of Paramount+, a new spin-off was created exclusively for the platform, bringing back a truly legendary cast from decades ago. We were tasked with defining this new channel for the franchise, drumming up the mythical status of the cast’s return to the spotlight, and this season’s ancient Olympic theme set in the Andes mountains.

I led and managed the art side of this campaign alongside my motion partner and under our SVP’s leadership. With an increasingly small in-house team, we ended up managing a handful of vendors to develop this campaign. The first elements were developed in partnership with Adolescent, who created our show packaging and the 3d treatment for the logo. LA Associates teased out our top talent and developed the key art. And we teased out the complete list of cast names with art created by & Company. Carli Malec also designed our logo under my direction.

Company: MTV Brand Creative
SVP, Design: Thomas Berger
Creative Director: Casiel Kaplan
VP Motion Design: Timothy Livezey

Vendors:
Key Art & Teaser: LA Associates
Secondary Art: & Company

---

---

Floribama Shore Season 3 — Logo, Keyart & Promo GFX

After three and a half seasons, Floribama Shore needed a refresh. We aimed to highlight the cast and their personalities against the backdrop of a postcard to make “Floribama,” the made-up word for a real place, understandable to a broader audience. We partnered with Gary Ciccarelli, an old-school '80s illustrator, to bring the cast's personalities to life with a touch of WTF party-gator humor to grab your attention.

This was a fun one to work on, and it really benefited from collaboration. I presented the Party Gator idea, Clayton chimed in with the buddy comedy vintage postcard framing device, and our SVP Thomas said something along the lines of “Cool! Can you make the cast riding him?” I directed the art side of this campaign, kicking it off with Andrew Eccles to shoot the cast on a big tilted pommel horse. Clayton pieced it together, and we kicked it over to Gary, who brought us back to the ’80s and all its buddy comedy glory. I designed all the typography, and we commissioned illustrator Cody Weiler to make a bar neon of the party gator as well. I tackled all the typography, including the logo, for its original premiere season. I also directed all aspects of the healthy media buy as well.

Company: MTV Brand Creative
SVP: Thomas Berger
Sr. Art Director: Casiel Kaplan
Art Director: Clayton Jones
Sr. Motion Director: Tim Livezey
ACD Writer/Producer: Anna McDonald
Writer/Producer: Justin Freidus

Photographer: Andrew Eccles
Illustrators: Gary Ciccarelli & Cody Weiler

---

---

The Challenge 35 —- Marketing Campaign & Show Packaging

The Challenge was all-out war for its 35th season and it’s final installment of the War of the Worlds trilogy. The production really pushed the cast to their limits on this one both physically and mentally. They performed some epic challenges riding on top of tanks, speeding trucks, and helicopters and had to face claustrophobia and each other while living in the tight quarters of an underground bunker without windows or doors.

I led and managed the art side of this campaign with the vision of my SVP. Our press team’s strategy was to sell the action while our marketing team aimed to dial up the tension and sell our talent. We made art to satisfy both needs. We partnered with BLT for our press image using a mixture of unit photography and stock and Timothy Saccenti to shoot a set of character portraits gone mad for our advertising. I directed both still and motion portraits on our shoot day and was grateful for the support of Clayton Jones, who ran point on the stills side. We had a nice-sized buy on this one and rolled out a new character portrait for every new tune-in beat we delivered. I executed the key art pieces, the logo, and boards for the motion team and even made the prop Helmets for the shoot. I also directed all aspects of the heavy digital media buy.

Company: MTV Brand Creative
SVP, Design: Thomas Berger
Sr. Art Director: Casiel Kaplan
Sr. Motion Director: Timothy Livezey
Art Director: Clayton Jones
Motion Designer: Mike Erla

Photographer: Timothy Saccenti
Retoucher: Portus
Press Key Art Vendor: BLT

---

---

2019 Video Music Awards Marketing Campaign

With the help of our vendor Kamp Grizzly, my motion counterpart, and the vision of my SVP, I was responsible for and managed everything art-related for the entire 2019 VMAs marketing campaign.

It was a massive undertaking, with a huge buy with unique deliverables well into the hundreds and literally thousands of ad units, including but not limited to: a domination of Newark Penn Station of 350 pieces, OOH all over the country, a huge collection of promos, OTG, merch, a massive digital and social presence and even the decor and signage at the actual event and surrounding area.

Company: MTV Brand Creative
SVP, Design: Thomas Berger
SVP, Editorial: Justin Russell
VP Editorial: Anthony Gelsomino
Creative Director: Casiel Kaplan
Sr. Motion Director: Timothy.Livezey
Art Directors: August Foreman, Olufemi,
Motion Designers: Mike Erla, Oscar Rivera
Designers: Alison Geoffrey, PJ Rosa

Motion Campaign developed in partnership with Kamp Grizzly.

---

---

Wild N’ Out s11 — Keyart & Promo Graphics

Nick Cannon’s Wild N’ Out is an improv rap battle and comedy show. There is a lot of room to push and have fun with the graphics on this one, so we were stoked to get assigned to its 11th season.

I conceptualized the art direction, executed the design, and managed production under the leadership of Rich Tu and Thomas Berger. We made a ton of textural variations to keep the cards and spots looking fresh and eventually adapted the look into a 1-hour block campaign that included Safeword as well.

Tim Livezey brought the campaign to life with its motion design, and in the end, the team won a Gold Telly Award.

Company: MTV Brand Creative
SVP: Thomas Berger & Justin Russell
VP Design: Rich Tu
Motion Design Director: Timothy Livezey 
Art Director: Casiel Kaplan
Designer: Joe Cosentino

---

---

Teen Mom Show Open, Packaging, Promo Graphics & Logo

We spun the stickers and iconography synonymous with the rest of the Teen Mom franchise into doodles to support the communications, bring more life into them, and carve out a new space for this sister show to have its own equity within the franchise.

I worked as a one-man band on the art side directing and executing the creative, design, and illustration, and partnered closely with our motion team who helped bring this to life.

Company: MTV Brand Creative 
SVP: Thomas Berger
Art Director: Casiel Kaplan
Motion Director: Tim Livezey
Motion Designer: EunSung Do
Writer/Producers: Anna McDonald & Kristin Evanoka

---

---

---

Floribama Shore Season 1 & 2 — Logo, Keyart & Promo GFX

With Jersey Shore in the rearview mirror, MTV created Floribama Shore to fill the party needs of reality junkies with a fresh take that literally straddled the culture line of Florida’s party lifestyle and Alabama’s southern values for a new generation of “Shore” shows.

I directed the shoot under my CD’s leadership. We had an incredible day and captured assets that would hold us over for three campaigns, with the potential for a 4th that the cast just aged out of. I went on to Art Direct, execute, and manage everything art-related for seasons 1-3 (with 2A and 2B), each with a decent amount of print and dozens of digital units.

Company: MTV Brand Creative
SVP: Thomas Berger
CD: Rebecca Simnowitz
Art Director: Casiel Kaplan

Photographer: Kareem Black

---

Video Block

Double-click here to add a video by URL or embed code. Learn more

---

Jersey Shore: Family Vacation — OOH Campaign

After a six-year hiatus, MTV reunited the original GTL cast to kick off the new series Jersey Shore: Family Vacation. I led the execution of season one’s campaign under the creative direction of Rebbeca Simnowitz.

This was a big deal for MTV at the time, and it was under some of the tightest deadlines. Rebecca directed the shoot and flipped me images on a Friday evening. I pieced together the art that same night, and we were through all our approvals and into retouching by Monday. I went on to design the rest of our media buy, which included at least a dozen outdoor placements across NYC and LA, a Times Square domination, and a host of digital ads.

Company: MTV Brand Creative 
SVP: Thomas Berger
Creative Director: Rebecca Simnowitz
Art Director: Casiel Kaplan

Illustrator: Yoko Honda

---

---

More Keyart

In 2023, a major company-wide restructuring into “Pods” shifted my role to Comedy Central and narrowed my scope to focus primarily on key art, occasionally pitching in across other brands. Here is some of the work I developed during that time.

Most of these campaigns included photo shoots that I planned, led, and directed, with a few exceptions in which I was brought in midstream. I would typically kick off a key art vendor with a handful of ideas to start and a brief targeting a few more. For the animation work, I would direct a sketch artist through the pitch phase and partner directly with animation studios for final execution. All had ad buys of varying scales that I led through execution.

Company: Paramount Brand Creative 
Creative Director: Casiel Kaplan

---