Deborah Ceballos
Teaching Philosophy
My teaching philosophy revolves around the significance of both hands-on experiences and a comprehensive grasp of fundamental principles. As a full-time lecturer at the Robert Bush School of Design at Kean University, I believe in a balanced approach that combines hands-on, experiential learning with a thorough understanding of foundational concepts. By incorporating real-world examples from top agencies worldwide, I provide students with relevant and up-to-date insights that cultivate relevance and nerve in their assignments. Additionally, I emphasize the importance of mastering the fundamentals, as they provide a solid framework for students to build upon. This approach fosters a deep understanding of industry trends, enhances critical thinking skills, and prepares students to excel in the competitve field of advertising and graphic design.
Recent Work
As the owner of Square Melon Communications, a minority woman-owned small business advertising agency, I have had the privilege of working on numerous high-profile projects as a creative director. Here are some of my most recent achievements:
Creative direction and event identities for VISA's 2022 FIFA World Cup Consumer and Client Program Events in Qatar: I played a pivotal role in developing the creative vision and overall brand experience for VISA's events associated with the prestigious FIFA World Cup. From conceptualization to execution, I ensured that the event identities aligned with VISA's brand values while captivating and engaging the audience.
Creative direction and event identities for VISA's 2023 Super Bowl LVII Consumer and Client Program Events in Arizona: I spearheaded the creative direction for VISA's presence at Super Bowl LVII. By carefully crafting event identities, I helped create unforgettable experiences that left a lasting impression on both consumers and clients, amplifying VISA's brand presence during this highly-watched sporting event.
TELEVISA UNIVISION's 2023 Premios Lo Nuestro Client Program Event in Miami: Working closely with TELEVISA UNIVISION, I directed the creative strategy and event identity for Univisions program at the prestigious Premios Lo Nuestro event in Miami. By leveraging my expertise in brand storytelling and visual design, I created a captivating and immersive experience that celebrated the music industry's finest talents while effectively conveying the brand's message.
TELEVISA UNIVISION's 2023 Upfronts Client Program Event in New York: For the TELEVISA UNIVISION Upfronts event in New York, I provided strategic creative direction to ensure the event effectively showcased the network's upcoming programming. By developing an engaging and cohesive event identity, I helped captivate advertisers and industry professionals, reinforcing TELEVISA UNIVISION's position as a leader in the entertainment industry.
I’m currently working with San Mateo Health Foundation's Annual Gala Event in Honor of Breast Cancer Awareness in California: Collaborating with the San Mateo Health Foundation, I am playing a crucial role in conceptualizing and executing their annual gala event dedicated to raising awareness for breast cancer. Through intentional creative direction, Square Melon will create a powerful and emotionally resonant event experience that honors breast cancer survivors, engaged attendees, and furthered the foundation's mission to help the underprivileged community of San Mateo, CA.
Additionally, I had the wonderful opportunity to collaborate with talented students from the Robert Bush School of Design program, whom I took on as interns to work alongside me as junior art directors and designers on these events. By providing mentorship and hands-on experience, I not only contributed to their professional growth but also ensured a fresh and innovative perspective in the creative direction of these events. It’s a rewarding experience to foster the next generation of creative professionals and further support the growth of the industry.
In all these recent projects, my focus as a creative leader was to strategically align the event identities with the clients' objectives, ensure a cohesive and memorable brand experience, and deliver exceptional results that exceeded expectations.
Recent News/Related Events/Awards
In 2022, I mentored Yohanny Capellan who became a VERIZON AD FELLOW and a MAIP fellow and won the MAIP FELLOW OF THE YEAR award. Yohanny completed the AD FELLOWS and is currently working fulltime at Momentum Worldwide doing branded experiences for their Verizon account. https://www.kean.edu/news/kean-graduate-honored-advertising-fellow-year
In the Fall of 2021, I consulted as a freelance designer with We Are BMF (NYC) on the Savage In The Streets: a larger-than-life, traffic-stopping stunt in NYC to drive awareness and tune-in of Rhiannas Savage x Fenty Vol. 3 on Amazon Prime Video winning 2 silver and 1 Bronze Clio Award.
Biography
As a seasoned creative director, entrepreneur, and full-time lecturer at the Robert Bush School of Design at Kean University, my career has been defined by a passion for excellence in advertising and graphic design. As a proud Latina, I bring a unique perspective and cultural background to my work, further enriching the creative and educational experiences I offer.
With a focus on hands-on experiences and staying current with industry campaigns, I have guided students towards success in both academia and the professional world. It is through this approach that I have witnessed students secure internships and land coveted positions in top advertising agencies, demonstrating the effectiveness of my teaching philosophy.
In addition to my dedication to teaching, I am actively engaged in research that explores the evolving landscape of experiential advertising, social media strategies, and the integration of technology. By studying the synergies between these areas, I seek to gain valuable insights into consumer behavior, engagement, and the effectiveness of advertising in the digital age.
Through my research, I aim to contribute to the growing body of knowledge in the field and provide valuable industry insights. Drawing from my Latina heritage, I am particularly interested in exploring the cultural nuances and diverse perspectives that influence advertising strategies and consumer engagement. By embracing and celebrating diversity, I believe we can create more inclusive and impactful advertising campaigns.
In summary, my diverse experiences as a creative director, entrepreneur, and full-time lecturer, coupled with my research focus on experiential advertising, social media, and technology, have shaped my career. As a proud Latina, I am dedicated to empowering the next generation of advertising and graphic design professionals with the skills, knowledge, industry insights, and a celebration of diversity they need to thrive in this rapidly evolving landscape.