Cult has promoted associate creative director Karl Velasco to the role of creative director.
With 17 years' experience spanning editorial, digital and advertising agencies, Velasco has collaborated and crafted brand stories for Dior, Diesel, Carolina Herrera and LVMH among others. Prior to joining creative agency Cult, he held the role of creative director at Dazed Media.
“Creativity has become fundamental to brands trying to reach out to consumers who are ever more remote, anxious, isolated and world-weary,” said Velasco. “Brands have a responsibility now more than ever, not just to inform or sell, but to use creativity in all its guises to reassure and entertain, to be a constant beacon of trust, positivity and hope in a time when those feelings are in short supply. Creativity will be the backbone of 2021 to get society smiling again.”
Cat Turner, chief creative officer and co-founder at Cult, added: “Working with Karl brings me so much joy. His creative brilliance, kindness and fun approach to work has helped us navigate the challenges of 2020. He epitomises the values of creative bravery and embracing the unknown that we hold dear at Cult. Our industry needs fresh perspectives to survive and thrive and that is what Karl represents.”
Velasco's career to date has involved overseeing integrated campaigns across emerging channels, TV, print, digital and social as well as leading and mentoring agency teams. His passion for fashion, beauty and luxury has led him to create work at Cult for Sally Hansen, Mac Cosmetics and Burberry.
“I loved our Sally Hansen Pride campaign this year," he said. "Todrick Hall is a fierce icon of our community and represents all that is positive about modern masculinity. Those brands that embrace this new world of gender fluidity and creatively apply technology, social media and AI to their campaigns, will be the ones that thrive in the 21st century.
“Cult has been for me the ideal place for personal and career growth. Cult’s belief in embracing the unknown creates a great platform for new exploration and thinking that really excites me. I’m thrilled to step into this role to help develop the department while surrounded by inspiring talents and brands.”