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Pedro Gastón Castelli

@pedrogastncastelli

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Art Director at METALEROSUY creating transmedia music communities, streetwear, and AI-assisted brand visuals.

Uruguay

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What I'm looking for

I'm available for global remote contract work or local hybrid opportunities based in Montevideo.

At METALEROSUY, I built and continue to scale a heavy metal platform and community infrastructure. I created and commercialized the “Cabra Charrúa” brand IP, then translated its digital identity into heavyweight streetwear and visual lookbooks.

At MOVALTUY, I built an independent multimedia curation ecosystem connecting underground music culture with urban spaces. I designed the “Alternative Capsule” apparel layout and experimental kinetic typography systems.

Through INDEPENDENT CREATIVE LAB, I provide visual identity and design consultancy for premium consumer goods. I also build an experimental archive of architectural and product staging using generative AI and post-production workflows.

At CHOCO ONO, I directed brand identity and premium packaging for a craft bakery startup, alongside editorial art direction, food styling, and product photography. My work brings together typographic precision, urban aesthetics, and generative AI.

Experience

Work history, roles, and key accomplishments

Current

Art Director, Graphic Designer & Technical AI Consultant

Current

INDEPENDENT CREATIVE LAB

Jan 2017 - Present (9 years 10 months)

Provided end-to-end design consultancy, visual identity architectures, and synthetic asset workflows for premium consumer goods. Built an experimental archive featuring architectural staging and product staging by blending prompt engineering with post-production pipelines.

Art Direction Graphic Design AI Consulting Prompt Engineering Post production Visual Identity Product Staging

Current

Founder, Creative Director & Audiovisual Curator

Current

MOVALTUY

Jan 2017 - Present (9 years 10 months)

Engineered an independent multimedia curation ecosystem for underground music cultures, connecting digital channels with tactile urban environments. Designed streetwear apparel layouts and experimental kinetic typography systems, and spearheaded multi-channel digital strategy.

Creative Direction Audiovisual Curation Digital Strategy Streetwear Design Kinetic Text Content Strategy Visual Curation

Current

Founder, Creative Director & Brand Strategist

Current

METALEROSUY

Jan 2013 - Present (13 years 10 months)

Architected and scaled a transmedia subcultural niche ecosystem and editorial curation hub within the national music scene. Created and commercialized brand IP through neural network modeling and urban iconography, and deployed streetwear collections with complete visual lookbook direction.

Art Direction Brand Strategy Community Building Neural Networks Streetwear Design Screen Printing Visual Curation Content Curation

Founder, Head of Design & Visual Styling

CHOCO ONO

Jan 2020 - Dec 2022 (2 years 11 months)

Directed comprehensive branding architectures and premium unboxing packaging layout engineering for a traditional craft bakery startup. Oversaw editorial art direction, gastronomic food styling, and studio product photography.

Brand Architecture Packaging Design Art Direction Food styling Product Photography Editorial Design