Before starting The V Channel (TVC), Scott enjoyed a long and satisfying career in advertising. Driven by a passion for creative excellence and strategic thinking, Scott has produced campaigns for a wide variety of clients including: Bally of Switzerland, AT&T, Hollywood Casino, British Telecom, optionsXpress.com, World Gym NYC and consumer packaged goods accounts including Quaker Oatmeal, Tropicana, Frito-Lay, Dr Pepper Snapple Group and Gillette. Scott’s favorite clients were specialty beer brands; Rolling Rock, Dos Equis, Tecate, Bohemia and Boddingtons.
Over the years Scott has worked with many talented artists, photographers and writers. His work has been featured in AdWeek, Print, BtoB and Photo District magazines as well as on television’s Hard Copy, which profiled his bold, attention-getting television & print campaign for World Gym NYC.
Being a freelance art director is a challenging lifestyle. It requires determination, diligence and perseverance. Having a sense of humor helps to maintain a positive attitude. When Scott calls his clients looking for work, he says he is “Guilty of Self-Promotion”.
Click the play button to watch Scott’s “Guilty of Self-Promotion” video.
Studying art during the day and parking cars at night to survive, Scott relished the lifestyle of the ‘struggling young artist’. He studied diligently to embody the teachings of Robert Henri from his seminal book, The Art Spirit, and aspired to someday achieve a level of artistry and excellence equal to the painters he admired; the Italian Neo-Expressionist artists, Sandro Chia and Francesco Clemente, the German painter, Gerhard Richter, and the female American artist, Jay DeFeo. Scott considers Defeo’s sublime creation, The Rose, to be the most stunning artwork he has ever stood before.
A twist of fate shifted Scott’s career direction. The legendary acting coach, Byron Griffin, ‘discovered’ Scott while hitchhiking and invited him to an acting workshop in Hollywood. Naturally gregarious, Scott enjoyed the human element of live theatre. He joined the Colony Theatre Group doing set construction and working as a lighting assistant, and soon found himself on the stage appearing with the future four-time Emmy Award winner John Larroquette in The Lady’s Not For Burning.
After doing bit parts in various television series’ and a supporting role in a Movie of the Week, Miracle On Ice, Scott was cast in the stage play, Tales From Hollywood by Christopher Hampton at the Mark Taper Forum. Although it was a minor role, the experience had a profound impact on Scott. Deciding to fully dedicate himself to acting, he moved to New York City where he studied with Gene Lasko.
Shortly after moving to the New York, Scott was cast in the Off-Broadway World Premiere of Cake and Sippin’ Whiskey by Vicki Mooney with future Oscar-winner Marcia Gay Harden. The exposure and positive reviews caught the attention of casting directors, which led to numerous roles in theatre, television and film, including a reoccurring role in daytime ABC television series, Loving, and a low-budget action movie, Nasty Hero, which received a one-star rating but made Scott a lot of money!
Always eager for a new creative challenge, Scott accepted an offer to assist the visionary photographer, Steven Arnold, and choreographer, Jennifer Nairn-Smith, on a dance, concert and fashion show in Kobe, Japan. After three months of planning and pre-production meetings held at the Samuel Goldwyn mansion in Los Angeles, the trio traveled to Japan to stage Cosmopolis—a multi-media, multi-million dollar production with an international cast and crew, including the world-renowned composer Ryuichi Sakamoto, the L.A. Ballet Company, the Gospel Choir of Harlem with break-dancers and dozens of models from London showcasing the latest fashions of World Company’s lead designer, Takeo Kikuchi. It was a magnificent cultural experience and a high point in Scott’s life.
Upon his return to NYC, Scott fulfilled a long-held ambition by directing a film project, Duke Ellington Blvd., which he also wrote and produced. The short film received an extremely positive audience reaction at the NYC Independent Feature Project Festival and was later optioned by the producer, John Nicolella. Despite his serious interest in the project, Nicolella was unable to raise the financing needed to complete the full-length feature film.
When Scott became a father he realized that his greatest purpose in life was to become a present and a mindful parent. He credits The Family Virtues Guide by Linda Kavelin Popov for much of the success he had raising his son. Scott refers to it as the single most important book in his library. As a result of teaching his son virtues for over 16 years, Scott has ‘re-parented’ himself. To quote Scott, “The Family Virtues Guide empowered me to transform my character. I’ve gone from being an ego-driven adman obsessed with self gratification and professional success to a man who genuinely loves and cares about humanity”.
Following a personal calling, Scott founded The V Channel in 2011. His single-minded purpose is to leverage his experience in the entertainment industry and as a marketing communications professional, to provide parents, teachers, coaches, and even school bus drivers with creative and effective messages for sharing virtues with their kids.
Watch Scott’s video blog, “Why I Left Advertising and Started Selling Virtues”
STAY TUNED TO THE V CHANNEL
The V Channel aspires to be the first 100% Virtues-Driven Parenting Advice and Kid Self-Help Platform available in the media. Stay tuned as we seek a publishing deal and corporate sponsors.
For more information contact Scott Feraco.