Consumer brand craft, from shelf to story.
Global creative direction for 18+ household brands - including Crock-Pot, Coleman, Sunbeam, Oster and FoodSaver - across packaging, retail, POS, product launches and multi-market integrated campaigns.
What I bring in
Core strengthsCreative Direction + Hero Work
Elevates visual identity and design systems while personally concepting, art-directing and shipping high-stakes campaign, launch, web, photography and video assets when the moment demands it.
Consumer Brand + CPG Craft
Global creative direction for 18+ household brands - including Crock-Pot, Coleman, Sunbeam, Oster and FoodSaver - across packaging, retail, POS, product launches and integrated campaigns, with multi-market rollouts held together by pragmatic brand standards.
Copy Leadership + Brand Voice
Copy-led creative director. Owns platform ideas, headlines, scripts, appeals and messaging systems from first thought through broadcast, social, digital, retail, packaging, OOH and executive presentations - then coaches writers to the same bar.
Integrated Marketing + Communications
Audience insight, storytelling, digital, print, email, social, paid media, events and public relations woven into cohesive campaigns aligned to organizational priorities.
Selected work
All case studies →
QUIRK Parfum — Wear Who You Are
A consumer fragrance brand and campaign system positioning scent as an extension of identity, not a category — built around individuality, confidence and self-expression.
Luma Skin Studio
Brand identity and visual system for a modern skin studio — a clean, warm, confident look designed to travel across storefront, packaging, digital and social.
Mission Brewing — Comic Con Magazine Spread
Illustrated magazine ad spread for Mission Brewing at Comic Con — playful, story-driven design for a consumer brand moment.
Recent roles
Founder & Creative Director
Shawn Van Daele Creative / Photography
Independent practice serving 50+ organizations across healthcare, hospital foundations, nonprofit, education, government, consumer, editorial and cultural sectors - including SickKids Hospital, SickKids Lottery, Royal Alexandra Hospital Foundation, University Hospital Foundation and the Canadian Medical Hall of Fame.
Read full role on CV →Creative Director, Consumer Brands & CPG
Jarden Consumer Solutions / Newell Brands
Led global creative direction for 18+ household brands - including Crock-Pot, Coleman, Sunbeam, Oster, Bionaire, Black & Decker and FoodSaver - across packaging, retail, POS, product launches, sales enablement and multi-market campaigns.
Read full role on CV →Art Direction · Design · Production Leadership
Agency & In-house Creative Teams
Agency and in-house creative roles across consumer, healthcare, education, government and cultural clients - plus early music/entertainment publicity photography and album artwork connected to Sony Music. The range that underpins today's leadership work.
Read full role on CV →
