Laura Casciola
Writer / Creative Director / Creative Strategist
Brooklyn, NY
Q What do you do?
“I shape brand creative through the lens of narrative and high-level storytelling.”
I’m a copywriter across all formats and platforms, but am first and foremost a conceptual ideator.
Q What steps did you take to get to where you are now?
Many–I took the scenic route. Having only realized I wanted to be a creative months before graduating college, I got my foot in the door in healthcare advertising and spent a few years begging consumer creative directors to let me help on their brands and pitch in on new biz. Eventually, I moved in-house and led copy and creative across beauty, food and beverage, and tech.
Q How do you stand out in your field?
By being a people-pleasing creative–it’s an only child thing. I’m usually the person in the room gracefully handling conflict resolution with account or client. I’ve watched this skill–striking the balance between honoring creative pov and making clients feel seen and heard–come as a surprise and make room for more honest, open conversation, bettering the work in the end.
Q What are you working on right now?
Nonprofit work. My goal has always been to marry my love of speaking to and understanding people with purposeful projects. And then, as always, my substack!
Q What’s your style?
It’s clearly hard to nail down seeing as no one in my life feels confident buying me a birthday gift. I think I gravitate toward words, art, and experiences that suggest simplicity and honesty. For instance, my favorite moments in the day are usually the most unassuming.
Q Out of all your slashies, which one do you wish you could do more often?
Creative direction. As a writer, it’s deeply rewarding to work with teams that value and are inspired by story-first creative. I’ve found it often in video and content spaces, and would love to creative direct brand design work through the lens of narrative.
Q What is frustrating you right now?
Attention spans. Constantly watching as creative pushes up against our unanimous flakiness as people.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
Dust. You ever think about how dust is accumulating in your space 24/7? That you’re never completely free from dust, even immediately after dusting?
Q What do you wish you could have told yourself, when, and why?
I’d love to go back and rid myself from some of the imposter syndrome I had about writing in my early twenties, but then again I might not have gone to really influential workshops and classes otherwise (think: The Breakfast Club).
Q If you could talk to an expert to gain more insight on something, what would it be about?
Italian, chess, or film photography.
Q What kind of opportunities/projects are you looking for?
Freelance or full time creative positions based in high-level concepting or strategy, and that might include team management.
Q Describe your ideal job/client/collaboration.
I’d love to work on a brand partnership with a mental-health app like Real, and show people through events or other disruptive channels the way in which the benefits of therapy are interwoven into everything out there.
Q What is your rate?
My current rate is $100/hour for executional copy work.
Let's discuss rate for conceptual/strategic work together :)
Q How should someone approach you about working together?
Drop me a line. lauragcasciola@gmail.com
Q Who is a creative you admire?
@cocolashar and @gabbyyllanes are two of the best designers I know, with opposite strengths resulting equal quality work.
Q Oh! and… how do you stay creative?
Going on walks, undistracted.
This member profile was originally published in April 2023