Campaign concepts + hero assets
Applied in the following roles & initiatives
Utilised across roles that shaped this practice.
Utilised during tenures at Shawn Van Daele Creative / Photography, Ascend Fundraising Solutions, Chai Lifeline Canada, St. Joseph's Hospice of London, Jarden Consumer Solutions / Newell Brands and Life in Detox.
Founder & Creative Director
2009 - 2021Shawn Van Daele Creative / Photography
Advised founders, executives and boards on brand strategy, positioning, campaigns, websites, annual reports and presentations
Creative Director, Marketing & Communications
2021 - 2023Ascend Fundraising Solutions
Directed creative strategy and execution for seven-figure fundraising campaigns; recommendations influenced investment across TV, digital, direct mail, print and OOH
Marketing & Communications Manager
2025 - 2026Chai Lifeline Canada
Conceived, wrote, designed and delivered the inaugural Rosh Hashanah Meal Program campaign across direct mail, print, email, organic social and paid - $140K+ net against a $40K goal
Director, Marketing & Communications
2019 - 2021St. Joseph's Hospice of London
+15-25% growth in donor onboarding and reactivation; campaigns achieved up to 2x fundraising goals through stronger messaging and donor journeys
Creative Director, Consumer Brands & CPG
2005 - 2009Jarden Consumer Solutions / Newell Brands
Directed national campaigns and product launches for Crock-Pot, Coleman and Sunbeam, translating commercial priorities into distinctive customer experiences for Walmart, Costco, Home Depot and Canadian Tire
Author + Independent Publisher
2018Life in Detox
#1 Amazon Bestseller. Long-form editorial project translating addiction, treatment, shame, resilience and dignity into human storytelling. Owned voice, narrative, editing, art direction, production and launch campaign.
Creative direction, Art direction + design leadership and Visual identity + design systems.