Today we’d like to introduce you to Eddie Castillo.
Hi Eddie, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today.
Eddie Castillo was born in Los Angeles but moved to Dallas, Texas, at a young age with his family. They were a tight-knit unit, led by his single mother, who relentlessly worked to provide better opportunities for Castillo and his siblings. From a young age, Castillo developed a fascination with media placements and commercials. He remembers eagerly awaiting commercials during major events like the Super Bowl. Eddie Castillo was that kid who arrived early to the movie theater just to catch the latest trailers, and during car rides, his attention was often caught by the artistry of roadside billboards.
Castillo discovered his love for creating content using their family’s new VHS video camera. He and his siblings would record improvised comedy skits, and Castillo would often experiment with creative techniques, sometimes even using those pre-recorded family tapes that were strictly off-limits. His curiosity did land him in trouble when his mother found out; as a result, he had to repay her by doing household chores for weeks to cover the cost of the video cassettes.
Another formative chapter of Eddie Castillo’s life was his time at the Momentous Institute and his scouting career with Troop 2012 in Oak Cliff, Dallas. They were a beacon of hope and empowerment for young Latinos in urban settings. Under the stellar guidance of Michael Ross, he learned the true meaning of leadership. From the very first time, Ross turned shoestrings into teaching tools to mentoring the first among many Eagle Scouts, Michael Ross and Elaine Ross’ influence remains etched in Castillo’s being for all time.
Castillo’s entrepreneurial spirit was evident early on, which pushed him to apply for enrollment at the School of Business and Management at Townview Center. Over time, his fervor for media merged seamlessly with his passion for entrepreneurship.
The Yvonne A. Ewell Townview Center, housing the School of Business and Management Magnet School, was a beacon of unique educational pursuits. While most high schools across the nation structured their curricula around traditional subjects like Math and English, Townview was charting a different path. With its blue-ribbon status, it wasn’t just a badge of honor; to be a student here meant to have beaten intense competition, and beyond the prestige, the curriculum at the School of Business and Management was refreshing and groundbreaking.
Flip phones were on their way out, and the rise of smartphones was just around the corner. Instead of the traditional locker doors and bell rings, there was the soft hum of MacBooks booting up and the excited whispers of fresh ideas. Their school wasn’t just any school; it was a business incubator for young minds.
Instead of the usual cliques, they had entrepreneurial tribes. The Adobe creatives constantly asking for advice on their Illustrator and Photoshop drafts. The always fashionable were in phase one of their startup clothing lines. Hustlers had earbuds in, listening to early podcasts about scaling businesses, while tech geeks were beta-testing, scripting in Python or Java, trying to understand the potential of a nascent App Store. The event planners? They were always huddled up, strategizing how to optimize ticket sales for the next school event using freshly minted Facebook ad campaigns.
By the time year 3 rolled around, the air was thick with anticipation. Which specialized path in business would they commit to? Having opted for business management as his focus, Castillo was truly honored to have been chosen for this special group. In a dedicated corner of the school, their group of thirteen found themselves surrounded by the ambiance of a business hub. Computers booted up, and a synergy of curiosity filled the room. There was a mix of excitement and uncertainty as they settled into their cubicles, unsure of what the journey with Ms. Natalie Hambleton would entail. As they exchanged glances and whispered among themselves, she stepped forward, casting a confident gaze over each of them. Pausing for a moment, she would whisper, “I’m here to create business sharks.”
As the days turned into months, they quickly found themselves diving deeper than ever into practical tasks that school had laid out for them. They organized events, managed school stores, and even operated ventures that brought in real revenue. The School of Business and Management wasn’t the typical teenage experience.
While many of Castillo’s friends elsewhere were immersed in chemistry labs and sweating through PE, his high school days were a unique blend of market research, striking conversations with vendors, and predicting revenues. Rather than grappling with the order of presidents or rushing to health class, you would often find him collaborating on design iterations with the school’s best graphic designer for the dance, considering placement choices, and yes, even conducting cost-benefit analyses to ensure their budget remained intact. Each design choice had its rationale, every aspect ratio a purpose.
A significant portion of their time was dedicated to understanding their ‘audience’ – the students. This involved identifying what resonated with them, where they were willing to allocate their allowances, and how they could align their offerings with their preferences.
Hoodies, caps, and those stylish lanyards adorned with the school’s emblem didn’t magically appear. They meticulously searched for the best vendors who could deliver quality at competitive prices. Negotiations centered around bulk order discounts and shipping fees. Once the merchandise arrived, a fresh challenge emerged – marketing. This went beyond simple advertising; strategic planning was the key. Deciphering their target audience and devising a pricing strategy were pivotal for both adoption and profitability.
They rolled out flash sales during peak school hours, arranged pop-up stalls strategically, and even ventured into guerrilla marketing to generate excitement around new product launches. Every school dance, every yearbook release, every outing – these events weren’t merely dates on the calendar. Rather, they presented opportunities to gain deeper insights into their target audience. Did they lean towards glow sticks or light-up headbands? Should they offer early bird pricing for tickets? Each decision, no matter how seemingly small, held the potential to influence their business outcomes.
The team stood as the driving force behind many school operations, often unbeknownst to the school itself. They functioned as the unsung heroes, ensuring every school event was not only a triumph in terms of participation but also financially sustainable. This translated to late-night presentation finalizations, hounding potential customers for payment, and even lunch breaks spent mass-emailing last-minute potential suppliers before anyone realized a step was overlooked.
Amid all their business pursuits, they still found room for the typical teenage shenanigans – whether it was squeezing in a game on the school’s PlayStation during breaks or taking a joyride to South Padre Island on their lunch break by “mistake,” or occasionally throwing hotel parties for profit.
But amidst all this, there were genuine moments of camaraderie and joy. The thrill when an event they marketed sold out, the satisfaction of seeing a fellow student proudly wear merchandise they had a hand in creating, or the sheer happiness of executing a successful pitch to the Junior SBA Investment panel. These were the moments that made the hard work worthwhile.
Balancing college decisions and part-time jobs enriched their experience, teaching them the value of hard work and real-world learning. Walking a path their families hadn’t before, their journey was a blend of resilience, growth, and ambition, often pushing them to the brink. This was the sacrifice they made, transforming themselves from curious students to budding entrepreneurs.
The essence of business always infused every corner, and because of Natalie Hambleton – their instructor, mentor, and anchor, her teachings stretched beyond textbooks. She recognized Eddie Castillo’s potential and honed his skills, ensuring he would be ready to conquer the business world.
When the going got tough, Ms. Hambleton had a way of reaching out to their tight-knit group of 13 — the only ones who truly grasped the immense pressure of juggling their responsibilities. On particularly challenging days, she’d wheel into the heart of their clustered cubicles, drawing them in with a magnetic pull. She would sit at the center of the haven for young & budding business moguls. Castillo was around a vibrant origin of future tycoons, trained and ready to change the world. It was a cult of sorts – a business cult – and he was all in.
Even though there was another class just across from them, she’d lean in, lowering her voice to a conspiratorial whisper, and say, “It’s a vast ocean out there. Tides of opportunity there’s going to be ebbs and flows, and while many might find themselves drifting without purpose, always remember this as you venture beyond these walls: remember everything you have learned here; don’t merely swim through life. Hunt and get what you want out of life; get it with purpose, with precision, and with dominance. Go out and be sharks.”
Today, Eddie Castillo is an American entrepreneur, marketer, and media director who is best known as the co-founder of Altered State Productions, a media production and creative agency. Through his organization, Castillo has successfully generated over 250 million dollars in revenue for brands and businesses worldwide and his innovative campaigns have been recognized by major players in the landscape, including JamesOn, Samsung, New York Fashion Week, and Dallas Blends. Castillo has also established strategic agency partnerships with leading organizations such as SEMRUSH, Alice Laura Modeling, Sunny Creative, The Producers Lounge, and Altered State Machine. These partnerships have allowed him to develop cutting-edge strategies and maximize the impact of digital media in his work.
We all face challenges, but looking back, would you describe it as a relatively smooth road?
To launch Altered State Productions, the bumps on the road just helped to create a stronger framework. Castillo concentrated on fostering a solid foundation with a creative team of talented marketers, creatives, and technicians who could collaborate to deliver high-quality marketing services. The agency also partnered with Dallas’ finest producers to bring a layer of creativity to the creative team and establish a prominent presence in the industry.
In building the creative team, Altered State Productions also laid down the brand foundations by selecting a business name, crafting a logo and website, and initiating vibrant social media accounts. Initially christened as DTX Creative Solutions, it soon burgeoned into an umbrella for other burgeoning businesses. Castillo aimed to forge credibility and reach potential clientele, recognizing that a robust online presence was instrumental in achieving this goal.
To finance the business venture, Castillo amalgamated personal savings and channeled 80% of all revenue from existing projects back into the agency. Careful cost calculation was undertaken to ensure a solid financial blueprint prior to launching.
Considering various avenues for funding, Castillo pondered the utilization of crowdfunding platforms like Kickstarter to garner additional funds and showcase the product to a broader audience. However, for this specific business, the decision was made not to tread this path.
To craft an intuitive and user-friendly e-commerce platform, the focus was shifted towards creating a lucid and logical layout that facilitated easy browsing and purchasing for customers. Additionally, Castillo ensured the platform was mobile-responsive, catering to the increasing demographic of users shopping on smartphones and tablets.
Altered State Productions devised a pricing structure, determining the modes of charging for the services while offering a diverse range of rate sheets and package options for potential clients. To maintain transparency, Castillo delineated all the pivotal performance indicators and deliverables in the services and furnished a comprehensive high-quality portfolio for reference.
Prioritizing customer satisfaction and success, a member portal was instituted through technological integration. This portal safeguarded sensitive customer information with SSL encryption. The agency also forged a partnership with an executive assistance company boasting over a decade of experience in catering to c-level professionals, thereby bolstering support for members.
To streamline communication, Castillo facilitated easy channels for customers to reach out with any queries or concerns. A systematic approach was adopted to handle inquiries and accommodate changes during the production phase. Commitment to excellence was affirmed by offering a 100% guarantee and a pledge to tweak a project until it met the customer’s expectations to perfection.
During the launch phase, numerous invaluable lessons were imbibed. One paramount lesson was the significance of a strong online presence and facilitating a seamless purchasing process for customers. Additionally, the value of cultivating a network of supportive partners and advisors for guidance became evident.
To cater to various customer preferences, Altered State Productions envisaged offering a gamut of payment options, including credit and debit cards, alongside popular alternative payment modes such as PayPal and Apple Pay. Currently, explorations are underway to incorporate financing options like Klarna and Afterpay for marketing services.
At the inception, the majority of the clientele was garnered through referrals. Brands and business proprietors that Castillo had previously collaborated with formed the bedrock of the customer base. As the brand flourished, a surge in referrals from new clients was observed, a testimony to the growing reputation.
Since its inception, there has been a consistent expansion, with a staggering growth rate of 70,000%. This remarkable trajectory is attributed to an ever-evolving mindset that seeks continuous improvement. At its core, the entire business strategy revolves around catering to the audience’s needs, which drives relentless optimization of services, support, and tools to enhance the experience for business owners.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar, what can you tell them about what you do?
“I’ve been pouring his heart and soul into this field for more than a decade, and honestly, I’m just as fired up about it now as he was on day one,” shares Eddie Castillo, a video creator, and artist with deep roots in Dallas, TX, now crafting commercials through Altered State Productions, in Dallas and Las Vegas.
Throughout his journey, Castillo has carved out a reputation for scaling brands with scientifically backed art.
Eddie Castillo, the media director steering Altered State Productions, an award-winning creative agency alongside its marketing arm. He wears many hats – a video artist, a media strategist in the OTT landscape, and a full-gamut marketer behind numerous successful campaigns. His expertise lies in crafting visual and auditory media or engaging creatives that resonate with audiences and translate to signups, followers, subscribers, or purchases.
What sets him apart is not just his extensive experience but his relentless pursuit to push boundaries and usher in new trends. He maintains an open approach that integrates the latest digital advancements, creating a synergy between technology and art that breeds innovation and sets a benchmark in the industry.
Throughout this journey, he has had the privilege to collaborate with industry giants and startups alike, marking notable milestones with prestigious entities such as New York Style Fashion Week, Samsung, Semrush, and more. Each collaboration stands as a testament to his commitment to excellence and his borderline obsession with media marketing.
Reflecting on this journey, his pride stems from the real impact they’ve created for brands, big and small, carving a niche where creativity meets measurable results.
His career began as a freelancer in the commercial printing industry, where he primarily served major liquor distributors. He initiated his work with ITC CUTTING EDGE in Dallas which featured campaigns for clients including Patron, Virus Vodka, and Jameson. Throughout his career, he has made significant contributions to the advertising and digital media industry. His innovative approaches and strategic partnerships have been recognized by major players in the industry. For instance, Snapchat conducted a case study on his work in advertising on their platform, highlighting his expertise in creating engaging and effective campaigns.
He also leveraged blockchain technology to create valuable digital assets, including a single 2D art piece that is a collage of the Lost Files story of music artist Juno Complex that was valued at $96,324 in 2022.
CREATE, their newest and latest venture, releasing in Fall 2023, exemplifies this spirit of insight. Where some artists may just display their video portfolio, he wanted to showcase a vibrant ecosystem that offers a glimpse into their creative journey and the meticulous process that goes into each project. Here, they transparently showcase the trends that shape their creations and the in-depth analyses that drive their strategies. It’s a space where clients can not only digest their portfolio but can also engage with their services in a seamless and intuitive manner, revolutionizing the way businesses interact with a video production company.
One notable project in his portfolio is “Silicon,” a soundtrack to an upcoming motion picture and the first of their upcoming SoundLab feature. Each track is original, intertwining ambient electronic textures with pulsating rhythms, emulating the ebb and flow of data streams and the rapid heartbeat of competitive enterprise. Co-produced with JunoComplex, the sound director at Altered State Productions, the album signifies a journey into the very soul of the digital revolution, where brilliance and obscurity coexist in the unseen corridors of Silicon Valley.
A cutting-edge project that has earned Castillo accolades is being a co-contributor and Adobe AEM 6 Business Practitioner to Campus TEC Guatemala, the first and largest technology park in the Central American region.
As a key stakeholder with cross-functional teams on the incubator program, focusing specifically on preparing Adobe Creative Business deployments for tech teams at Campus Tec 2, specializing in developing special effects for movies, video games, and software for mobile phones and the internet. Deployments and SOPs were developed for professionals who design and develop websites, create engaging content, and optimize digital marketing campaigns, particularly deploying Adobe applications such as Adobe Premiere Pro, Adobe After Effects, and Adobe Photoshop.
Being a Latino from Oakcliff, working on an incredible international project means everything to him.
Furthermore, Castillo’s creative abilities extend to the e-commerce industry, exemplified by his work on the commercial ad “Feathers Destroyed.” This commercial ad for Valyou Furniture’s popular cloud couch dupe “Feathers” was co-produced with Wolves LA, finding 8 strong socialites to destroy a sofa, including Minikon, a professional boxer, performing a muddy bounce test on the Feathers Armchair. Jeana Turner and Rio Summers, Americas Next Top Model finalists, challenged the sofa’s resilience with a messy chip-eating contest and a complete dousing of red wine using a super-soaker. Fashion designers Andre and Coco Emery creatively defaced an all-white Feathers Sofa with colorful markers. A few others that didn’t hesitate to take on the challenge included the likes of Sarina Nowak, Brandon Almengo, and Vince Lee. The video campaign has garnered significant attention, accumulating over $500,000 in revenue, and was featured as a Case Study by SEMRUSH and Buzzguru in just 4 months to date.
Among Castillo’s e-commerce commercial credits is a standout project, ‘The Virtual Office”, which secured a Corporate Vision Award in 2019 as The Most Innovative Production Studio in Texas. Castillo guided brands on a tour of their new studio, which wasn’t a typical office setup but a mesmerizing 3D virtual environment, showcasing radiant neon artworks, state-of-the-art marketing services, and groundbreaking software enhancements.
The process began by importing a blueprint of the shoot location into their Spatial office. With this 3D model of the location, they could experiment with camera placements, adjust the lighting to complement the products and choreograph the movements of the models, all within the virtual space. The entire video production process was visualized before it began. It was as if they were in the actual location, tweaking and optimizing the setup. They could see how the light bounced off the hair products, how the cameras captured the models from different angles, and how the movement of the talent flowed through the space. When the shoot day arrived, they executed the plan with precision, saving considerable time and resources that would have otherwise gone into on-location adjustments. The client was thrilled with the efficiency of the process and the resulting video, crediting Spatial’s pre-visualization capabilities as a crucial element of the project’s success. Moreover, this shift to Spatial has brought substantial financial benefits, with a 20% reduction in operational costs and videographer prices due to the absence of a physical office. Client engagement has also been positively impacted, with a 35% increase in client satisfaction scores. This is likely because clients can now be more actively involved in the creative process, experiencing their visions unfold in the virtual space.
As we continue further, Castillo walks us through his career trajectory, highlighting the significance of adaptability as a video creator and the essential role of mentorship in his field, including his new partnership with MediaTech Institute, where he offers a career advancement program that link fresh graduates in creative roles, like video editing, design, sound engineering, and 3D artistry, with experienced professionals. This thorough program paves a path for diverse careers in media. He highlights projects from the 2023 Latin Grammys in Las Vegas to Samsung’s 3D Projects and post-production work for an Adidas commercial. In a quiet yet powerful conviction, Eddie Castillo’s work whispers a simple truth – that the glowing portfolio that everyone sees only scratches the surface of a deep-seated passion and a relentless hustle of blending art with science to be a part of the very heartbeat of the industry.
Can you talk to us a bit about the role of luck?
Navigating the complex world of commercial media, every shoot brings with it a unique set of challenges and variables. Eddie vividly recalls one particular incident that truly redefined his perspective on what “luck” means in the industry.
During a commercial shoot in Dallas in 2020, they had invested thousands into a shoot that promised to be one of their most memorable projects yet. Every detail was planned down to the storyboard, from the lighting to the props, ensuring the final result would be nothing short of perfection. The centerpiece of their shoot was their main talent, around whom the entire narrative was crafted. Everything was set, and the anticipation was palpable.
Then, out of the blue, just as they were gearing up to commence, they received news that their main talent couldn’t make it. The reasons were immaterial at that point. They had a crew, all geared up, equipment humming in readiness, and a location that was ticking money as every minute passed by. It felt like the entire shoot was about to crumble under the weight of this unforeseen hiccup.
Amidst the chaos, a quirky turn of events brought a shimmer of hope. Due to an accidental communication, their PA, in his enthusiasm, had mistakenly informed a fill-in actress that she was chosen for the part. She had shown up, script in hand, brimming with excitement. At first, it seemed like a further complication to an already messy situation. However, out of sheer curiosity and with nothing to lose, Castillo decided to give her a shot.
Her performance had a raw, genuine quality that outshone even their original talent’s audition. Every call to action and selling point she gave to the camera it felt like the character had come to life in a way they hadn’t envisioned. It was as if the universe had thrown a curveball, only to follow it up with a surprise home run.
The shoot turned out to be one of their best, both in terms of the final product and the story behind its creation. Reflecting on it, Eddie realized that while they often attribute such events to “good luck,” it’s more than just fate playing its part. It’s also about being receptive to the unexpected, about not being rigid in their plans, and about recognizing potential in the most unlikely of circumstances.
Luck, in this industry and in life, isn’t merely about fortunate events that happen to us. It’s also about our agility, our willingness to adapt, and our ability to see beyond the immediate challenges to grasp unexpected opportunities. That day, not only did they end up with a stellar shoot, but they also gained a valuable lesson and a story that he often recounts with a hint of disbelief and a lot of gratitude.
Pricing:
- 1. Post Cinema Video Editing – $1,500 per month The flagship service and most popular is now available online at your fingertips. A one-stop solution for professional video editing and post-production needs. This service is particularly beneficial for e-commerce brands with a heavy emphasis on A/B testing in paid media, constantly requiring new revisions and fresh creatives. Experience a transformative approach to video editing with features like: – 10 Minute Total Run Time Exports – 4K and 1080p Resolution – 20 HQ Titles and Overlays – Color Grading in Davinci Resolve – Sound Design & Leveling – 2 Revisions per Project With this package, clients will not only get polished, high-quality videos but also the freedom to test various versions to understand what resonates best with their audience.
- 2. Influencer ContentMax Pro – $6,300 per month Collaborate with top-tier influencers to create unique content and marketing strategies powered by Buzzguru, the industry’s leading tool for influencer marketing, from discovery to integration and tracking. This service is provided in partnership with Wolves LA and is a boon for those who are aiming to scale their efforts and expand their reach on social platforms or those looking to team up with ambassadors for commission-based marketing. The package offers monthly KPIs including: – 3 Influencers with High Scores – 8+ Platforms for Content Marketing – 5 Tailored Influencer Campaigns for Brand Alignment – Influencer Assets with Proprietary Use – Real-Time Performance & Engagement Tracking & Analytics – Dedicated Content & Influencer Relationship Manager This service is an excellent choice for those aiming to carve a substantial niche and establish a robust influencer network.
- 3. Testimonial Video Production – $1,500 per month Authentic testimonial videos that resonate with audiences and build brand credibility are at the core of this service. This package, designed for businesses looking to strengthen their brand image through genuine customer testimonials, offers a commercial-grade testimonial video with adaptations such as user-generated video and SEO review testimonials on 12 different placements, including social media and website integrations, is one of the most requested services: – Pre-Production Planning – On-Site or Remote Filming – Professional Interview Conducting – Lighting & Sound Setup – Editing & Color Grading & Post-Production – Background Music Integration – Subtitle Addition – Multi-platform Exports – Brand Integration – Customized Graphics
- Altered State Productions is revolutionizing the way businesses and brands engage with creative and marketing services, thanks to the Service-as-a-Product (SaaP) model. This innovative approach is almost as simple of adding items to an Amazon Wishlist, a streamlined process where businesses and brands can navigate through an array of media and content projects, handpicking the services that resonate with their vision and crafting their ideal campaign in a singular, unified space. The platform not only modernizes the procurement of services but also introduces an exciting rewards program, thereby elevating the shopping experience and encouraging customer loyalty. Moreover, the agency accommodates diverse budget capacities with flexible payment options, including the convenience of PayPal’s “Pay in 4” program. This shift to a ‘Cart to Campaign’ approach allows for an unprecedented level of customization and personalization. Businesses and brands can selectively choose individual components, such as influencer collaborations, drone shots, or specific color grading, directly aligning with their unique requirements. Consequently, they are empowered to invest only in what is vital for their creative and marketing services efforts, thereby optimizing their budget and saving significant resources.
Contact Info:
- Website: https://www.alteredstateprod.com/
- Instagram: https://www.instagram.com/alteredstateprod/
- Facebook: https://www.facebook.com/alteredstateprod
- Linkedin: https://www.linkedin.com/company/alteredstateprod/
- Twitter: https://twitter.com/alteredstatedtx
- Youtube: https://www.youtube.com/channel/UC09ZY8gNL-w4VCQa9aQ8v6g
- Yelp: https://yelp.to/8hzYHqw2zM
- SoundCloud: https://on.soundcloud.com/sPjir
- Other: https://www.semrush.com/agencies/altered-state-productions/
Image Credits
Altered State Productions
