The work of Devo founder, music-video and commercial director Gerald V. Casale has withstood the test of time. A visualist with an eye for dark comedy, Gerald attributes the spark for Devo and his post-modern sensibility to the trauma he suffered as a close-up witness to the National Guard killings of 4 students at Kent State University, May 4th 1970, a month before his graduation. It changed his world-view and fueled a creative approach to his outrage.
In addition to his work in music, Casale was a pioneer of music-video. After guiding Devo to awards with their ground-breaking videos “Whip It” and “Beautiful World,” Casale went on to do video work with groups such as The Foo Fighters, Soundgarden, Silverchair and A Perfect Circle, to name a few. Parlaying his visual/conceptual talents into commercial TV, Casale has directed celebrated spots for Miller Lite, AT&T, Pennzoil, Star ATM, Campbell’s, Mrs. Butterworth’s, PBS and Tang. Since his days as a seminal figure in the creation of the “new wave” aesthetic, Casale has remained an ever-restless innovator and aesthetic provocateur, and with his ongoing work in directing, music, screenwriting, oenology and viticulture, he continues to push boundaries and explore new cultural and creative horizons.