Lana Caster Email & Phone Number

Pittsburgh, Pennsylvania, United States

Stockholm, Sweden

Creative Director within Immersive Experiences and Product business divisions with a focus on product design and game based learning. Key Clients: Electronic Arts, Supercell, GoogleProject types: Minigames, Ecom, UX Research Project Highlight: Norwegian Defense - Protection of Civilians XR PrototypeDeveloping a VR educational program for military college students to learn about International Humanitarian Law (IHL) and the strategic aspects of military operations, with a focus on limiting armed conflict's impact on civilians.Prototype be presented as a tool at the UN and NATO to gain recognition for coursework dedicated to IHL and experimental pedagogy using XR as an educational tool. The VR experience is designed for immersive peer-to-peer learning, fostering cognitive empathy by allowing students to embody different perspectives (ally, combatant, civilian) in a fictional war scenario, enhancing situational awareness and understanding of individual motivations.Students will engage in decision-making scenarios within the VR environment, embodying various characters to explore their motivations and impacts of military decisions, followed by discussions to justify and compare decisions with classmates.Students speak to an AI avatar in VR for real-time interactive learning, defining UX for conversing with AI in educational contexts by establishing test scenarios.

Stockholm, Sweden

UX and Creative Lead - own UX deliverables, oversee team production, workshop facilitation, conference speaker, client relations. Key Clients: Lego, Kotex, EA Project types: Browser minigames, consumer app, digital marketing campaignProject Highlight: Kotex - Period PlanetCreative and UX lead for Kotex's Period Planet, a game-based platform designed to destigmatize menstrual education through interactive gameplay for 10-14 year old students. Integrated innovative gamification elements, including avatar customization through gameplay, achievements, and interactive stories, to educate users about menstrual health - promoting learning through play and interaction.Worked closely with cross-functional teams, including designers, 3D artists, developers, and health professionals, to ensure the platform's content was accurate, culturally sensitive, and resonated with a global audience to foster inclusivity.Project Highlight: EA - Need for Speed UnboundDesigned UX for pre-launch site announcing Need for Speed Unbound including 9 microsites each week leading to launch - over 100,000 users pre-ordered through our launch experience.The campaign's design aimed to blend NFS with various cultural pillars like fashion, music, and art, engaging both core fans and attracting new audiences influenced by hip hop and street culture.Each microsite utilized the same art direction but took on unique UX modules to highlight that week’s drop content - NFS music collaborations integrated spotify players, new car model release featured interactive 3D asset.

Oversaw design concepts and campaign production for adidas Originals. Created external production guidelines for campaign content and establishing internal design systems for global campaign content across their digital channels. Led design production on 30+ campaigns for an array of adidas collaborators and franchises.Key franchies include: Pharrell Williams, ZX, and LEGO.Project Highlight: adidas Originals x Pharrell WilliamsEstablished the Pharrell Williams category page as a key e-commerce destination for adidas, successfully blending commercial objectives with storytelling to create a compelling online experience. Developed a design strategy that balanced adidas’s commercial goals with the artistic vision of Pharrell Williams, ensuring the page resonated with both consumers and the brand ethos. The microsite needed to support a rolling launch strategy of his collections with different market buy-ins and aesthetics including adaptable modules and creating an all encompassing aesthetic which established his partnership as a destination for ecommerce for the brand mixing conversion focused product tools and storytelling elements.Addressed the challenge of supporting a rolling launch with a flexible design framework that allowed for easy updates and adaptations to showcase new collections and aesthetics without compromising the overall site integrity. ​​Implemented a modular design approach that accommodated different market buy-ins and aesthetic preferences, enabling customization and localization while maintaining a consistent brand experience.Balanced the need for a conversion-focused design with the desire to incorporate storytelling elements by strategically placing product tools and narrative content to guide users through the purchasing journey while engaging them with the brand story.

Stockholm, Sweden

Produced creative campaign concepts for adidas Originals and produced assets for global ecom for 30+ campaigns every season. Key franchises including: Adicolor, Fiorucci, Donald Glover, Craig Green, Bad Bunny, Ninja, limited edition A-ZX, Lego, DisneyProject Highlight: adidas Originals, Ecom GlobalReview raw campaign assets and translate them to a microsite for adidas.com establishing a digital treatment used globally. Employed motion design, graphic treatments into assets for all digital touchpoints varying across campaign lifecycles.

My freelance work has spanned across my interests. For Fake Love & The New York Times I developed creative and art direction for new business. I created client presentations for these creative pitches including art direction and copywriting. For D Solutions, I designed brand style guide, logo, and graphic assets for Swedish Chamber of Commerce's tech summit "Innovation 46" based in New York. I designed branding materials for the Consulate General of Sweden, New York ranging website banner ads to newsletter templates.For model Kelly Gale, globally known for Victoria’s Secret and editorials in Vogue and Playboy, I created a logo for her personal brand - used across her social channels for vlogs and blog content. My illustration projects have ranged from film posters to mezcal labels.

Brooklyn, Ny

Creative designer for New York Times experiential activations - concept development and art direction ranging from art installations, events, VR films, to AR mobile apps, gaming experiences with creative strategy for integrated digital platforms. Key Clients: Jägermeister, KIA, New York Times, HermesProject Highlight: IBM x New York TimesCollaboration between IBM and TBrandStudio at The New York Times, focusing on illustrating the impact of IBM’s AI platform, Watson, on global small businesses. Conducted interviews with bee specialists, aiding the creative director in crafting an authentic and engaging narrative for the VR storyboard.Created art direction proposals that defined the visual language of the VR overlays and data visualizations, ensuring it was both informative and visually captivating.The VR experience highlighted the innovative use of Watson in optimizing bee transportation and served as an educational tool to raise awareness about the importance of bees in agriculture. The project underscored the potential of VR in storytelling and data visualization, setting a new benchmark for immersive educational experiences in the tech and media industries.Contributed research, creative, mood boards, and created graphic design assets for IBM and T Brand Studio film for this educational initiative. The project demonstrated the real-world applications of AI in agriculture and the environmental importance of bees, creating a new medium for the public to understand these critical issues.

Brooklyn, Ny

UX and creative across multi-context platforms include: digital installation design, virtual reality platforms (360° and true VR), augmented reality platforms, and sculptural installations. Project Highlight: 7UP Concert for the Deaf with Martin GarrixResearch and UX designer for a fully accessible concert experience tailored for the deaf and hard-of-hearing community. Developed solutions altering traditional auditory experiences, incorporating visual and tactile feedback systems to engage attendees fully. The project won Gold for Clio’s Music Advertising Awards.Employed UCD methodologies to create a comprehensive experience that included visual aids, haptic installations, and wearable technology that converted music vibrations into tactile sensations, allowing users to feel the beat and rhythm of the music.The concert was hailed as a pioneering event in accessible entertainment, receiving positive media coverage and feedback from the deaf community.

Paris, France

Created extensive competitive review of skincare market: analyzing strategy, execution, positioning, and various communication platforms to be briefed for creative department and client. Translated material for client presentations and print, commercial advertising; assisted in commercial voiceovers- Researched and analyzed interactive marketing campaigns to deduct insights, trends, opportunities, and competitive comparisons for Publicis client RATP