Storyteller | Creative Director | Creative Strategist | Content Lead | Writer | Brand Builder | Creative Services Director
Anastasia Hilary Castine
I help organizations turn complex ideas into human stories and scale them into brands and campaigns that perform.
Where Story Meets Strategy
I help organizations turn complex ideas into human stories—and scale them into brands and campaigns that perform.
I am a storyteller at heart and a Creative Services Director by trade, leading global teams to build brands, craft stories, and create work that resonates with real people and drives real results.
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What sets me apart is range. I’m not just a creative leader, I’m a hands-on video production expert, a writer, and a content marketing strategist. I turn complex ideas into clear, human stories, then scale them into integrated campaigns across digital, video, and brand experiences.
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Currently, I lead a global creative services team supporting every corner of the business from internal communications to high-impact external campaigns. I’ve led a full brand evolution that repositioned how we show up in the market, delivering strong, measurable results, and I’ve transformed our digital approach from traditional SEO to a modern SEO/GEO strategy aligned with how audiences discover and engage today.
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Just as importantly, I excel at building, leading, and mentoring high-performing creative teams, creating environments where people do their best work and ideas thrive.
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My approach connects brand, story, and performance because great creative doesn’t just look good. It builds clarity, earns attention, and drives action.
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SELECTED WORK
Branding
CSG Brand Evolution (Fall 2024 - Current)
Before/After Example
Old Brand
New Brand
I led the CSG Creative Services team in a strategic brand evolution to close the gap between how CSG showed up in market and who we actually are: a modern, future-focused SaaS company. In response to feedback that the agency brand felt heavy, rigid, and overly corporate, we identified and eliminated key pain points: heavy banding, flat layouts, dated iconography, passive imagery, misaligned voice, and overly restrictive rules. We enhanced what worked and added new, future-forward elements, including gradients to convey light, more saturated colors, modernized iconography, tech overlays, active imagery, and a new font. We created practical tools: updated style guides, video guidelines, templates, and centralized asset libraries, and conducted teach-ins, making it easier for every team to show up on-brand.
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The result was a more dynamic, cohesive, and intuitive brand. This drove higher adoption, stronger consistency, and stakeholder recognition. The brand now feels lighter, more sophisticated, and better aligned with CSG’s voice.
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"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
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Campaign & Social Support
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My team turns campaign strategy into high-impact, channel-ready content for social and digital. We translate briefs into cohesive visual concepts, consult on campaign and content strategy, rewrite and refine copy to make it more compelling, and design paid and organic social assets, email and landing page creative, blog imagery, display ads, videos, event environmental, and presentation visuals that all ladder up to the same story. Partnering closely with Growth, Product Marketing, and DMCE, we ensure every asset is on brand, performance-minded, and delivered through a clear, SLA-driven workflow from intake and concepting through revisions, final files, and post-campaign learnings.
Event Support
As Creative Director for MWC Barcelona 2026, I lead the visual strategy and execution. Unifying every touchpoint from entrance banners and LED environments to video, signage, van wraps, and on-site production into a cohesive, premium experience that elevated brand presence and cut through at CSG’s biggest global stage.
Video Production
Brand - CSG
Customer Stories - CSG
Product - CSG
Campaigns - CSG
Internal - CSG
At CSG, I lead an end-to-end video capability that covers everything from creative and narrative development (strategy, concepts, scripts, storyboards) to production and post, including concepting, script writing, in-studio and on-location shoots, directing, motion graphics, editing, VO, and channel-specific versioning. My team produces dozens of videos annually product explainers, customer proof, event sizzles and recaps, leadership messages, and training modules for CSG’s telco, CX, and payments businesses, as well as internal initiatives and global events like Sales Kickoff and MWC Barcelona, as well as customer conferences, cutting agency spend while elevating the craft and consistency of CSG’s video storytelling.
Production - Comcast & UPN20
At UPN20 and Comcast (Comcast Central and Xfinity Latino), I operated at the intersection of creative leadership and organizational transformation, building award-winning teams, defining vision, and putting the systems in place to deliver at scale. I owned all on-air and external marketing at UPN20, where I redesigned workflows to unlock faster, higher-quality output and improved ratings performance. At Comcast Central, I led both brand strategy and the full production lifecycle of a weekly show, from research and writing through directing, editing, and programming. In parallel, I served as lead creative and producer for additional Comcast business units and external partners, including WICT, extending creative standards and production excellence across a broader portfolio. Across both roles, I elevated creative output while building the operational foundation to sustain it.
