The Seed Effect — Patrick Jason Castro

Patrick Castro is an SF based art director & multidisciplinary designer with a focus on brand identity, creative strategy, and digital experiences. His architecture background informs creative approaches for brands in the fashion, lifestyle,
and beauty spaces.

Available for freelance projects

patrick@patrickcastro.com
LinkedIn, Instagram, Are.na

SERVICES
Art Direction
Brand Identity
Brand Image
Campaigns
Creative Concepting
Graphic Design
Image Research
Packaging
Print
3D/CGI/Motion Direction

SELECT CLIENTS
Avantstay, Byte, Omaze, Evenmouth, Seed Health,
Fresh Clean Threads, Guide Beauty, Rugiet Health

EDUCATION

Bachelor of Architecture (B.Arch)
Woodbury University - Burbank, CA

PROJECTS

01. Seed Health
Seed Rebrand
The Seed Effect
VS-01™ Vaginal Synbiotic
Brand Design Systems
Sustainable Refill Program Identity
Magic School Bus + Two Weeks
External Lifestyle Product Shoot
Ara Katz x WIRED Health

02. Rugiet
Rugiet Rebrand
Website Redesign
Organic Social

03. Byte Aligners
Align With Confidence Campaign

04. ONE
Brand Art Direction
Banking Reimagined Campaign

05. Selected Personal Works
Photography
Design

Seed Health
The Seed Effect

Role
Art Director

Execution
Art + Video Direction
Post + Pre-Production

Credits
Angela Choi, ACD
Patrick Castro, AD/Design
Mimi Nguyen, AD
Mackenzie Moore, Sr. Copywriter
Sean Horner, Sr. Motion Designer
Mike Spagnoli, Sr. Video Editor
Kelley King/Cat Jimenez, Production
Kelsey Chapman, Talent
Lindsay Noll, Sr. Manager of Creative Ops

Some things are destined to be shared.

Stories that move us, ideas that transform us, remedies that truly change how we feel. DS-01® is one of those things. If you’ve tried it, you love it–so much so that you recommend it to your family and friends. Who recommend it to their family and friends. And so on it goes, across backgrounds, ages, and communities. The circle expands. We’ll capture this phenomenon, the Seed effect, through testimonials demonstrating the diversity–and sheer quantity–of lives changed through DS-01® shared.

Completely shot on an iPhone, this was Seed’s first foray into having the creative team produce a UGC-esque TV spot to capture the authenticity of the Seed Effect. We partnered with a creator, Kelsey Chapamn, who shared her personal experience using DS-01® with her mom in the form of a voice memo.

The result of a big creative swing made The Seed Effect a top-performing DRTV spot, beating out highly polished TV creative in Seed’s growth channels. Plus, a full suite of fresh new UGC style footage and stills that contributed to the brand’s asset libra

Art Direction
The Seed Effect

The Seed Effect was captured entirely on an iPhone. The premise of the TV spot followed long time DS-01® member, Kelsey Chapman, in a day in her life from the second she wakes up to taking her DS-01® to her daily, healthy habits. We embraced lo-fi, shot on iPhone visuals to bring an authenticity with an ancedotal voice memo of Kelsey sharing her life changing experience with Seed to her mom, capturing the magnitude and beauty of The Seed Effect.

Pre-Production
The Seed Effect

We partnered with Kelsey Chapmam — a DS-01 member and influencer, with a story to tell about how Seed has changed her life.
In order to engage with Kelsey, I was responsible for two things: a creator brief that provided an overview of the TV spot and a shot list
that would determine necessary storytelling moments to capture actoss stills and video footages.

Creator Brief
The Seed Effect

Shot List
The Seed Effect

:30 TVC SpotThe Seed Effect

Creative Asset Library Expansion
Organic Social

The TV shoot created a vast library of UGC-style footage that the social team leveraged on Instagram.
Below are a few examples of how the footage captured created various organic social assets.