Hilary Castine
Creative Director
Brand, Video & Content
I turn complex ideas into human stories, then build the brands, campaigns and video that carry them.
Where Story Meets Strategy
Brand, video and campaigns that people actually respond to.
I'm a storyteller at heart and a creative director by trade. I lead in-house teams that build brands, make content and run campaigns people actually respond to.
I'm also hands-on. I write, produce and edit myself when a project needs it, so I know what good looks like at every step.
At CSG, I led a brand evolution that took a heavy, corporate look somewhere lighter and more modern. I also built an in-house video capability that cut agency spend, and moved our content approach from classic SEO to SEO plus GEO.
SELECTED WORK
Branding
CSG Brand Evolution (Fall 2024 - Current)
Before/After Example
Before
After
The problem: Feedback said CSG's brand felt heavy, rigid and too corporate for a modern, future-focused SaaS company.
What we changed: I led the Creative Services team in a brand evolution, adding gradients to convey light, more saturated color, modern iconography, active imagery, tech overlays and a new font.
What we built: Style guides, video guidelines, templates, centralized asset libraries and teach-ins, so every team could show up on brand. The result was a lighter, more cohesive brand with higher adoption and stronger consistency.
"I was WOWED! … This is the best piece of work I have seen come out of CSG since I've been here (20+ years)." — Liz Bauer, EVP & Chief Experience Officer
Earlier Work: Comcast & UPN20
Before CSG, I led creative at UPN20 and Comcast (Comcast Central and Xfinity Latino). At UPN20 I owned all on-air and external marketing and redesigned workflows for faster, better output, and ratings improved. At Comcast Central I ran brand strategy and a weekly show end to end: research, writing, directing, editing and programming. I also produced for other Comcast units and partners like WICT.
Campaign & Social Support
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I turn campaign strategy into channel-ready content. I translate briefs into visual concepts, sharpen the copy, and design paid and organic social, email and landing pages, display ads, video, event environments and presentations that all tell the same story. I partner closely with Growth and Product Marketing, and every asset moves through a clear workflow from intake and concepting to final files and post-campaign learnings.
Event Support
Creative director for CSG at MWC Barcelona 2026. I led visual strategy and execution across every touchpoint, from entrance banners and LED walls to video, signage, van wraps and on-site production, so the brand showed up as one premium experience on CSG's biggest global stage.
Video Production
Brand - CSG
Customer Stories - CSG
Product - CSG
Campaigns - CSG
Internal - CSG
AI - CSG
I built CSG's in-house video capability end to end: strategy, scripts and storyboards; studio and location shoots; directing, motion graphics, editing and VO; and versioning for every channel. The team makes dozens of videos a year, including I built CSG's in-house video capability end to end: strategy, scripts, and storyboards; studio and location shoots; directing, motion graphics, editing, and VO; and versioning for every channel. The team produces dozens of videos a year, including product explainers, customer stories, event sizzles, leadership messages, and training for events like Sales Kickoff and MWC. Bringing it in-house cut agency spend and made our video more consistent. I also introduced AI into our workflow, including brainstorming, storyboarding, voice-over, and image and video generation.product explainers, customer stories, event sizzles, leadership messages and training, for events like Sales Kickoff and MWC. Bringing it in-house cut agency spend and made our video more consistent. I also introduced AI technology into our workflow including brainstorming, storyboarding, voice over and image/video generation.
