Emma Castagno

We needed to get the Missing People's new emergency helpline inside everyone's phone. To do this we wrapped a social realist drama, bound for cinemas, around an interactive product demo that invited viewers to phone the ad to discover how the charity helps both the missing and those left behind. In turn, this prompted a text to save the charity's new number accompanied by the message "We hope you never need us."

The campaign worked across film, print, poster, internet cafes and radio. Trevor Beattie also gave it a roar of approval in Campaign. Thanks, Trevor.

Within three weeks of launch, more than 10,000 missing people used the service, while 26 long-term missing reconnected with their families.

The film was both “Pick of the Day” and “Pick of the Week” at Campaign Magazine and won a Silver Kinsale award, too.

Creative Team: Emma Castagno & Matt Tassell

CD: Nick Allsopp

Director: Ben Strebel

Photography: Thom Atkinson

The first in a trilogy of films that explore the many sides of the Bulgari woman. In Serpenti, Zendaya plays a seductress who transforms when she puts on pieces from the collection.

Agency: Anomaly
Exec Creative Director: Joe Corcoran
Creative Director: Richie Kuncyusz
Senior Creative: Emma Castagno
Design Director: Ryan Teixeira
Designer: Ellenya Hayward
Group Business Head: Keiko Kurokawa
Account Director: Inês Rollason
Account Manager: Diana Buteshova
Executive Producer: Quiche Campbell
Senior Print Producer: Brigette Martin

Production Company: Anonymous
Producer: Shion Hayasaka
MD/Executive Producer: Tor Fitzwilliams
Service Company: Virtual Films/Some of Us

Director: Cara Stricker
DP: Rina Yang
Production Designer: Joseph Bennett
Editor: Carlos Font Clos
Score: James William Blades at Interlude Sounds
Score: Marco Guazzone
Sound Design: James William Blades, Mike Regan at Interlude Sounds
Movement Director: Nina McNeely
1st AD: Robert Blishen

Photographer: David Sims

Stylist: Law Roach
Hair Stylist: Antoinette Hill
Make up: Raoul Alejandre
Nails: Elisa Greco

Post House: Absolute
Flame: Ben Robards
Colourist: Matt Turner
Producer: Sally Heath
Asst Producer: Kayleigh Macdonald

B.Zero1 is the final chapter in our trilogy of films that explore different aspects of the Bulgari woman. Here, Zendaya plays a huntress determined to find a new beginning. Running toward the future, she orchestrates a triumph of light over dark.

Agency: Anomaly
Exec Creative Director: Joe Corcoran
Creative Director: Richie Kuncyusz
Senior Creative: Emma Castagno
Design Director: Ryan Teixeira
Designer: Ellenya Hayward
Group Business Head: Keiko Kurokawa
Account Director: Inês Rollason
Account Manager: Diana Buteshova
Executive Producer: Quiche Campbell
Senior Print Producer: Brigette Martin

Photographer: David Sims

Production Company: Anonymous
Producer: Shion Hayasaka
MD/Executive Producer: Tor Fitzwilliams
Service Company: Virtual Films/Some of Us

Director: Cara Stricker
DP: Rina Yang
Production Designer: Joseph Bennett
Editor: Carlos Font Clos
Score: James William Blades at Interlude Sounds
Score: Marco Guazzone
Sound Design: James William Blades, Mike Regan at Interlude Sounds
Movement Director: Nina McNeely
1st AD: Robert Blishen

Stylist: Law Roach
Hair Stylist: Antoinette Hill
Make up: Raoul Alejandre
Nails: Elisa Greco

Post House: Absolute
Flame: Ben Robards
Colourist: Matt Turner
Producer: Sally Heath
Asst Producer: Kayleigh Macdonald

Despite being the world’s number one jewellery brand, Pandora was also being lampooned on SNL for being a lazy and transactional gift. Our task was to change hearts and minds: to recast Pandora as a more meaningful present that would put our extensive array of charms at the top of every millennial’s wishlist. To do this, we celebrated the liberation that only happens inside a relationship; that once in a lifetime front row to someone else’s version of crazy. In other words, love makes no sense… unless you’re in love. A universal truth that could live in myriad ways across culture - with TV being a key asset that could be broken up in 6” social films, all to feature gifting and product. We worked with the wonderful Zak and team at Merman and sealed the deal with B side soul track that upped the emotional ante.

Senior Creative: Emma Castagno

Creative Director: Richard Walker

Director: Zak Emerson, Merman

Bulgari pieces aren’t products they are artefacts. Telluric stones from the depths of the earth are harnessed by artisans to create pieces of jewellery that don’t just stand the test of time but transcend it: their beauty accumulates over time. A radical position in an era of transitory and superficial beauty. “Magnificence never ends” launched in May 2023.

Agency: Anomaly
Exec Creative Director: Joe Corcoran
Creative Director: Richie Kuncyusz
Senior Creative: Emma Castagno
Design Director: Ryan Teixeira
Designer: Ellenya Hayward
Group Business Head: Keiko Kurokawa
Account Director: Inês Rollason
Account Manager: Diana Buteshova
Executive Producer: Quiche Campbell
Senior Print Producer: Brigette Martin

Director: Paolo Sorrentino

Photographer: David Sims

ASOS turn the walk of shame into the walk of pride this Christmas party season.  Between the hours of 3 and 6 am ASOS will deliver a fresh outfit to any London postcode so you don’t have to walk home in someone else’s clothes. 

Team: Emma Castagno & Matt Tassell

The second installment in our trilogy of films that explore the many facets of the Bulgari woman. This time, Anne plays a modern day diva whose free spirit finds expression one day in Rome.

Agency: Anomaly
Exec Creative Director: Joe Corcoran
Creative Director: Richie Kuncyusz
Senior Creative: Emma Castagno
Design Director: Ryan Teixeira
Designer: Ellenya Hayward
Group Business Head: Keiko Kurokawa
Account Director: Inês Rollason
Account Manager: Diana Buteshova
Executive Producer: Quiche Campbell
Senior Print Producer: Brigette Martin

Production Company: Anonymous
Producer: Shion Hayasaka
MD/Executive Producer: Tor Fitzwilliams
Service Company: Virtual Films/Some of Us

Director: Cara Stricker
DP: Rina Yang
Production Designer: Joseph Bennett
Editor: Carlos Font Clos
Score: James William Blades at Interlude Sounds
Score: Marco Guazzone
Sound Design: James William Blades, Mike Regan at Interlude Sounds
Movement Director: Nina McNeely
1st AD: Robert Blishen

Post House: Absolute
Flame: Ben Robards
Colourist: Matt Turner
Producer: Sally Heath
Asst Producer: Kayleigh Macdonald

We flip the script on weight loss this new year by empowering men and women everywhere to kick food noise - AKA Buffet Boy - to the curb and achieve their goals with structure and support via Numan Health in a national out of home campaign..

Part of an integrated campaign including TV, social, radio.

Photographer: Sam Wright

Team: Moi et Laurie Lee for Numan

To drive Tesco F&F quality scores, we went all out on glossy studio set ups and fancy models to create the “Vogue Effect.” The expressions were hoity toity and the clothes were tonal Insta cat nip. Oh, and the mighty Paul Wetherell shot the print. The campaign worked across TV, ident, poster, print, digital poster, in-store, banners and social.

ACD: Emma Castagno

Creative Director: Hannah Vere

Director: Jones

Photographer: Paul Wetherell

No one wakes up knowing all there is to know about sustainability. It’s big. It’s difficult. And we don’t have a clue about where to begin. Zalando wanted to turn this around and offer up not just a simpler way to discover sustainable fashion but to inspire and engage consumers with the front row quality of its eco offering too.

Taking the insight that change starts with one small step we developed the platform, “Small Steps. Big Impact.” We made it easier to shop sustainable fashion via inspirational edits, curatorial tools, know-how, hacks and how-to’s, so everyone can reach their style goals more sustainably this season and beyond.

Agency: Sunshine

Team: Emma Castagno + Luke Keeling

Photography: Benjamin Vnuk

Along with the curling range, we also needed to launch an innovative, high-end hair dryer, Aura. Not just any hair dryer, but a vastly superior hair accessory that whispered luxury bouffant hair; it had must-have written all over it. We dramatised the lengths women will go to chuck out their old dryer to make room for the Aura. The campaign worked across cinema, online, in salon, in-store, press and was supported by an exhibition in London that explored seminal moments in beauty.

Senior Art Director & Copywriter/Creative Director: Emma Castagno

Creative Director: Liz Gilmore

Director and Photographer: Damien and Leila De Blinkk

To launch a new curling range for GHD, which promised to hold curls for a whopping 24 hours, we took the opportunity to bring back the spirit of the new religion positioning that had originally made the brand famous a decade earlier. Putting a head of curls through rigorous all-night party testing, where all sorts threaten to disrupt the sacred bounce, we irreverently prove GHD curls last as long as you do. The campaign worked across cinema, online, trade, in-store, and press, appearing in Vogue no less.

Director and Photographer: Damien and Leila De Blinkk

Print and online campaign launching Baileys Biscotti in France.

Art Director: Emma Castagno

CD: Michael Jacovides

Head of Art: Mark Reddy

Photography: Isabelle Bonjean.

For the Guardian, we created a nostalgia bomb campaign for the forthcoming festival season that would speak to the muso loving heartstrings. Creating poetic and aspirational illustrative diary-style entries that look like beautiful posters, we captured a summer of music before it even happened. We also invited followers on Twitter to share their favourite memories (6,7,8) and rewarded them with bespoke artworks by Paula Castro. The Guardian loved Castro’s work so much they commissioned her to illustrate the Glastonbury Guide. 

Illustrators: David Foldvari & Paula Castro

Creative Directors: David Kolbusz, Carl Broadhurst & Peter Reid

Team: Emma Castagno (Copywriter + Art director, Laura Osborne (Art Director) Sarah Watson (Copywriter)

To communicate the intense strength and delicate beauty of the taif rose, the key fragrance in La Gemme, we came up with an evocative myth of triumph over adversity through the life force of a single rose in the blazing heat of the desert.

For Barratt London, we created a campaign that put the locals centre stage across a series of editorial style brochures, press ads, hoardings and online banners. Crucially, helping build Barratt's community credentials across the city, putting them streets ahead of their competitors in the midst of a housing crisis.  Working with photographers, Tomter and Dylan Collard, we created three launch campaigns involving more than 40 portraits in just two months. 

Art Director/Creative Lead: Emma Castagno

Copywriter/Creative Lead: Tom Juneau

Photographer: Tomter

Barclays needed to show it was more a personable bank and what better way to do that than let you, the great British public, personalise your debit card with your favourite cat picture. We street cast couples, families and even dogs to create a glorious portrait of Britain in a celebratory campaign that worked across TV, digital escalator panels, online and press. 

Director: Bob Harlow

How else to get punters to join Stella Artois at various live screening extravaganzas this Wimbledon than invite them with a non-stop video invitation that offers a little sip of the delights on offer? Shooting our first 1:1 video with the brilliant Tell No One, the campaign was supported with Instagram Stories, promoted posts across social as well as a media partnership with Vice. The campaign has gone on to be ABI’s best-in-class case study for social.

Copywriter: Emma Castagno

Art Director: Chris Rush

Director: Tell No One

Instead, we created a virtual members' club, Club Providjina, that we could promote. We wanted to talk Moscow's next generation of movers and shakers through a series of provocations to incite them to keep walking - and to sign up in droves. The campaign lived in glossy magazines and online.  Damien De Blinkk shot these golden portraits.

Creative: Emma Castagno

Photography: Damien De Blinkk

For Tally Weijl we took the original spirit of our eponymous founder, that is self belief and chutzpah, and re-imagined it for today’s youth audience. Totally sexy was replaced with a playful, idiosyncratic spin on being our best selves - whatever that may be. #OwnIt

Agency: Virtue

Credits: Emma Castagno (Senior Copywriter - Concept, Creative Strategy) Ieva Blazeviciute (Art Director), Wren Graham (Copywriter)

To promote the launch of second series of Downton Abbey, we perform live trailers on the stage at the National Theatre.

Part stunt, the cast perform four scenes from the new series, tableau style, on the stage at the National Theatre before the billed production. Both dramatic and surprising, the scenes memorably evoke the show's writing and quality credentials.

Creative: Emma Castagno

A women's film platform that proposes to make only films that pass the Bechdel test. Radical.

Creative/Creative lead: Emma Castagno

For ASOS France, we created the first OOH digital campaign "See it, Love it, Buy it" to get more people shopping on our App. Supported in social by irreverent GIFs and lifestyle posts to engage our hard to reach but digitally savvy 20 something audience.

Role: Copywriter, Creative