We introduce you to the always interesting and insightful Eddie Castillo. We hope you’ll enjoy our conversation with Eddie below.
Eddie , thank you so much for taking the time to share your lessons learned with us and we’re sure your wisdom will help many. So, one question that comes up often and that we’re hoping you can shed some light on is keeping creativity alive over long stretches – how do you keep your creativity alive?
Avoiding creative blocks is vital for me. I need to feel that fiery passion that comes with being completely absorbed in a project. When I’m in my element, working as a video artist, it doesn’t feel like a job at all. It feels like I’m sharing a part of myself, a unique gift, with the world. This sensation is somewhat surreal, reminiscent of a singer whose voice resonates deeply with others. It brings me immense joy and fulfillment, especially knowing that what I bring to the table can help a project stand shoulder to shoulder with the industry giants. When I give a project my all, it transcends being just an advertisement; it becomes a piece of art capable of holding its ground amidst the best in the business.
Team synergy is the best way to make sure the tap is always running with the most recent trends and peer feedback-which in turn make you a better creative. Beyond technical skills, I look for people who just ‘click’ with the overall goal and values we hold closest to our creative spirit. Those who are not only skilled but can communicate effectively, adapt readily, and mesh well with the team’s dynamic. Because when that happens, we create something that isn’t just good but truly special and resonant.
In my creative journey, I have realized the significance of humility, of acknowledging that there’s still much to learn. It is essential to foster a culture that vibrates with excitement for learning and development. It goes beyond just providing tools and technology; it’s about creating avenues for growth through training certifications and encouraging one another to pursue new skills and developments. It is in the joyous pursuit of the unknown, where we find ourselves evolving, adapting, and perhaps even stumbling upon avenues we hadn’t envisioned, breaking away from the potential monotony and igniting sparks of fresh creativity.
To continue fostering growth and pushing boundaries, I place great importance on collaborating with individuals who inspire and challenge me. Engaging with highly skilled artists like Roberto Barrientos, whose 3D artistry stands as a beacon of unmatched creativity, and Domenique Comparetto, who brings a fresh perspective to substantial projects, has been nothing short of a catalyst for my own development. Their influence allows me to tread new paths, to explore different mediums, and to break free from the fetters of repetition, fostering a vibrant and ever-evolving creative space. It is in this dynamic synergy, that I find not just growth but a potent antidote to the dreaded creative block, reigniting the fiery passion that fuels my artistic journey.
And let’s not forget, maintaining a healthy work-life balance isn’t just a policy, it’s a commitment I stand by. Being an artist, I find myself navigating waves of inspiration that sometimes have me buzzing with ideas for 18 hours straight. But I know the importance of stepping back, of taking time to recharge and avoid burnout. That’s why I’m a firm believer in flexible schedules, valuing project-based timelines over rigid hourly expectations. In this way, I safeguard the fervent passion and unique spark that keeps my artistry alive, vibrant, and forever resistant to the stifling grasp of creative blocks.
Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?
Ever since I can remember, I’ve been obsessed with visual media. More than just a passion; it’s a relentless craving, a need that’s rooted deep within my core. As an artist at heart, my earliest memories are of me fiddling with a VHS camera, capturing moments of the world around me, cutting them in camera and recording over it to create overlays on a second video layer, even before I knew the weight that carried.
During high school, while most classmates presented PowerPoints, I showcased videos. I became “that guy” – known for making good media. My passion deepened, leading me to explore intricate aspects of visual media—from mood-enhancing color grading and vivid sound design to practicing my aperture on an affordable Canon. Special occasions, like birthdays, turned into a creative showcase, gifting friends with edited video memories on a flash drive.
This passion didn’t go unnoticed. What started as casual favors soon evolved into professional requests. Whether it was a quinceañera, a summer camp promo, or visuals for a SoundCloud track, my natural affinity for media morphed into a paid profession—a thrilling realization at the age of 16 that I could earn by doing what I loved most.
From those early days, my journey in media started as a single, static frame. Yet, with each project and creative venture, it evolved, building upon itself like a reel gathering momentum. What once were isolated moments transformed into a fluid cinematic experience. With the resonance of French horns amplifying every scene, the raw authenticity of my VHS beginnings transitioned into a masterful narrative showcased on the industry’s front door.
College broadened my horizons. Beyond refining my existing skills, it fostered a deeper exploration into advanced video editing, motion graphics, animation, and visual effects. At Texas Tech University, I balanced film and art history classes with side projects, producing videos for local Lubbock, TX brands and businesses.
While other students in our Marketing course were learning about media’s role in scaling businesses, I was simultaneously editing and uploading to Shopify, contributing to a six-figure annual revenue based for an e-commerce store I co-founded.
This led me down a deeper rabbit hole such as sponsored videos, production insights, and critical reviews. As I got deeper, the French horns got louder and the epic movie picked up speed as I had to be behind the camera to then master techniques of advanced lighting and cinematography, drawing inspiration from the rich history of cinematic legends.
Upon entering the professional world, my scope broadened immensely. There were advertisements that needed compelling narratives, corporate videos that sought to resonate, and indie films I joined on the production team that beckoned a unique touch. I found myself collaborating with sound engineers, diving deep into audio mixing, mastering, and even dabbling in Foley artistry to create authentic soundscapes.
My exploration extended to sound and audio, where I’ve composed albums and soundscapes through textural sound effects, ended up lost in the world of ASMR then podcasting, then found a hidden trap door in creating immersive 3D animations. Some projects, initially perceived as mere assignments, evolved into powerful catalysts, breathing life and momentum into business campaigns. I evolved – from the kid who made VHS videos for fun to the budding video marketer who told stories to make millions on online sales.
As I ventured into agency life and entrepreneurship, it felt like a rite of passage. From a wide-eyed novice, I matured into a pivotal figure in media marketing, entrusted with the dreams and aspirations of other brands. They didn’t just see a video professional; they recognized someone who could bring their vision to life. The weight of this responsibility was immense, but with every request, it reminded me of my journey. Elevating other businesses became an act of trust and unwavering dedication for me. Each project was a testament to shared stories, narratives, and passions. It wasn’t about checking off a checklist of deliverables; it was about honoring the faith these brands placed in me to witness my soul’s deepest passions unfold.
Perhaps that’s the essence of finding your true calling. When passion consumes you, embrace it. Let it grow until it feels like fire, and within its flames, you’ll find your truest self.
Today, I am an American entrepreneur, marketer, and media director best known as the co-founder of Altered State Productions, a media production and creative agency. Through my organization, I have successfully generated over 250 million dollars in revenue for brands and businesses worldwide and my innovative campaigns have been recognized by major players in the landscape, including JamesOn, Samsung, New York Fashion Week, and Dallas Blends. I have 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 me to develop cutting-edge strategies and maximize the impact of digital media in my work.
If you had to pick three qualities that are most important to develop, which three would you say matter most?
As I look at my entire journey, I find three pivotal cornerstones that have fundamentally sculpted my journey and would consider these insights too precious not to share. a scientific approach to content strategy and SEO, fostering enriching collaborations and networking, and wholeheartedly embracing the revolutionary wave of AI video tools that have streamlined our creative processes.
1. Scientific Approach to Content Strategy and SEO:
In the landscape of video marketing, I quickly realized that artistry is an offspring of science that just so happens to be aesthetic and it can evolve you into a completely different type of creative. Utilizing tools like SEMRUSH became my secret weapon in crafting strategies that were backed by data and insights. The analytical process involves identifying trending topics, understanding high-volume search queries, and answering the burning questions people have in the industry. Here, I can’t help but be empathetic to content creators who churn out content like a factory assembly line with no rhyme or reason – no deeper understanding of search terms and the specific keywords that could be the golden tickets to brand prominence. I’d say, don’t be seduced by the superficial allure of just creating ‘pretty’ content. Dive deeper, understand the analytics, and position your content strategically in the industry landscape. This is not just about creating aesthetically pleasing visuals; it’s about creating content with purpose and direction, content that can potentially skyrocket a brand or vision to success, carving a clear niche while remaining fiercely competitive. There is something incredibly potent in having a roadmap that guides you to create content that not only looks good but also performs exceptionally, potentially generating millions for a brand.
2. Building Valuable Collaborations and Networking:
I’ve come to realize just how essential it is to foster connections and collaborations in your vertical. Beyond the vertical, expand to secondary and tertiary markets that do more than just carve out your niche but also support the vibrant, interconnected web that the industry offers.
I have found an incredible value in shared revenue and commission-based structures. This approach has been a breath of fresh air, taking off a significant burden from my shoulders when it comes to constantly nurturing the funnel, whether that’s in prospecting or closing and converting deals. Tools like Impact and ShareASale have served as essential tools just like my video equipment, acting not just as platforms for selling, but as vibrant ecosystems that add substantial value to my services. Exploring a rich pool of opportunities that can connect you with other brands and marketers, helps you create a dynamic network where it’s possible to flourish together.
In the ever-adaptive realm of video production, a closer inspection of the nuanced advancements in AI technology can provide us with a fresh perspective on the creative process. Let’s delve into a detailed analysis of these features and how they have pragmatically impacted the industry and my workflow
3. Inviting the Future of AI Video Tools
This has been a game-changer in managing workflows efficiently. Through recognizing patterns and optimizing sequences automatically, it has cut down editing time significantly, allowing me to meet tight deadlines without compromising on quality. Lucas and Frame.io epitomizes simplicity and efficiency, allowing creators to craft complete, high-quality videos with just a few keystrokes. These features not only expedite the video creation process but also enhance the quality of the output, encompassing vital production assets like scripts, voiceovers, stock footage, and interactive CTAs.
These AI video editing tools can churn out up to four distinct videos in different styles in less than a minute, a feature that is especially beneficial for creators managing brand packages, as it facilitates quicker iterations and feedback loops, ensuring the timely delivery of polished, brand-ready content. Moreover, its ability to produce authentic video files instead of code-generated “videos” adds a layer of professionalism and quality to the packages delivered to brands, offering enhanced creative flexibility and broader utility. Thus, for video creators aiming to impress brands with seamless, high-quality video packages, integrating Lucas into their workflow is not just beneficial, but practically indispensable.
How would you describe your ideal client?
n the web of media marketing, success is often defined by the collective motion of various entities: brands, technology, influencers, consumers, publications, businesses, and agencies, all synchronously turning the wheel. Rather than a linear, simple direct-to-consumer approach, my vision entertains this holistic interplay, creating an ecosystem where each element amplifies the other. This integrated method requires trust and dedication from an ideal client. I immerse myself completely in each venture, constantly juggling various elements while being conservative with resources. Thus, my ideal client understands and values this depth. They see beyond the immediate transaction and recognize the strengths I bring, aligning with me not just as a service provider but as a true partner. They understand that I’m in the trenches with them, always conscious of their budget, and championing their success. It’s in such partnerships, built on mutual trust and shared vision, where the most profound successes are born.
In the dynamic media landscape, my track record stands out, thanks to deep-rooted collaborations and a strategic mindset. I’ve built solid connections with respected journalists from powerhouse publications like Vice Media and Condé Nast. Beyond that, I’ve worked closely with celebrities, partnered with leading production companies like Bunim Murray, and locked in distribution deals with big names such as HBO, OWN, Zeus, and Netflix. My experiences range across brands, agencies, and distributors, highlighting my comprehensive and human-centric approach to the media world.
While connections are invaluable, it’s the way they’re woven together that truly unlocks new avenues. What truly distinguishes me is the unique value and innovative approach I bring to every project. With access to a full gamut media production company and a digital marketing agency, partners benefit from more than just my insights. They immerse in the collective hustle of a team passionate about creating outstanding content and spearheading influential campaigns.
Consider our groundbreaking work with Ego Barbers from London and Dallas Blends in Dallas, which is both a barber franchise and an educational powerhouse. We brought on board a celebrity barber and revolutionized their curriculum by integrating it with video media. This not only provided the barber students with a more hands-on and practical way of learning but also became a major attraction for prospective students. The impact of this innovation caught the attention of a Snapchat distributor at VOX, and the program was featured as a dedicated channel on Snapchat for three years. This move not only spotlighted Ego Barbers as a trailblazer in barber education but also fostered a robust online barber culture.
Another standout example centers on a campaign for a furniture company in Hawaii. As a shareholder and lead strategist, I orchestrated a campaign featuring “America’s Next Top Model” runner-ups, with co-production by The Wolves LA. Our aim was beyond generating buzz; we sought to resonate profoundly with the online audience. The results were compelling: not only did we conserve a notable budget, but we also realized $500,000 in revenue. In acknowledgment of our innovative approach, SEMRUSH published a case study and invited me to collaborate on refining their BuzzGuru influencer app, enhancing our influencer management with a unique SEO-driven approach
Achieving these remarkable milestones doesn’t always hinge on large budgets. It’s anchored in cultivating enduring partnerships and mutual growth. With platforms like ShareASale and Impact Radius, I’ve orchestrated mechanisms that prioritize revenue-sharing, delivering high value without the hefty investments. This approach has been instrumental in generating over a quarter billion dollars for partners and brands globally.
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.thewolves.la/
Image Credits
Altered State Productions
