Campaign concepts + hero assets
Case studies utilising Campaign concepts + hero assets
22 projects demonstrating campaign concepts + hero assets, ordered for your focus.
Streetohome Chosen Family Pods
Reframed the conversation on homelessness — from surface-level symptoms to root-cause understanding — through a communication system built for clarity, dignity and long-term engagement.
The Drawing Hope Project
A concept-driven visual storytelling project that translates drawings by children living with life-threatening illness into fully realized photographic worlds.
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.
St. Joseph's Hospice — Always Together, Even When We're Apart
Repositioned Hospice's flagship Hike for Hospice around a unifying idea during COVID — and doubled the most successful fundraising year in the campaign's history.
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.
Ascend Fundraising Solutions - Creative Platform Across a National Nonprofit Roster
Ran the creative bench at a national fundraising agency, shaping the campaign look, voice and case-for-support systems behind a roster of nonprofit clients whose combined multi-year fundraising is measured in the billions.
Chai Lifeline Canada - Annual Campaign & Family-Support Storytelling
Built the visual and narrative platform for a national children's-illness charity - annual campaigns, donor materials, program storytelling and event creative - through years where the organization's public voice and fundraising trajectory both had to grow at the same time.
The About Game - An Interactive About Page That Rewards Curiosity
Turned a portfolio About page into a playable experience: a card-based decoder, a Wheel-of-Fortune-style solver, a recipe box, a trading-card set and a curiosity ledger that quietly assembles a custom bio from what the visitor actually explored.
Rainbow Faith & Freedom — Design Direction
An advocacy campaign and communications system for a global nonprofit working at the intersection of faith, human rights and 2SLGBTQ+ inclusion.
Walk Off The Earth — Band Photography
Editorial band photography and post-production for one of Canada's most-touring bands — cinematic frames built for press, tour and social use.
Fanshawe College — Digital Master Class
Instructor examples from the Fanshawe College Digital Master Class — real-world Photoshop compositing and digital art techniques taught to working designers.
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.
NewCo — Celebrity Alcohol Sales Deck
Brand identity and celebrity-backed sales deck for a new alcohol venture — polished, premium and ready for the room.
Photoshop Composite — Behind the Scenes
A behind-the-scenes timelapse of a single Drawing Hope Project composite — every layer, every blend, from blank canvas to finished photo.
Rainbow Faith & Freedom — Infographics & Socials
Infographic and social design system for Rainbow Faith & Freedom — turning complex advocacy data into scroll-stopping social assets.
Select Photo Manipulations
A selection of composite photography and digital manipulation work across personal and client projects — proof of the craft under the concept.
Select Wedding Photography
Selected wedding photography — documentary, editorial and portrait frames edited to a consistent cinematic tone.
St. Joseph's Hospice — Connected Through Cooking
Video promo for St. Joseph's Hospice's Connected Through Cooking program — story, edit, motion and logo built as one piece.
St. Joseph's Hospice — Hike for Hospice Promo
Promo reel for Hike for Hospice — the video anchor of the fundraising campaign that doubled the program's best year.
Domestic Chaos — Conceptual Photo Series
A surreal, levitation-based conceptual photo series exploring the emotional weight of everyday domestic life.
Rainbow Faith & Freedom — Promo Video Reel
A promotional video reel for Rainbow Faith & Freedom — story, edit, motion and copy stitched into one advocacy piece.
From The Bridge — Band Promo
Promo photography and composite art for the band From The Bridge — cinematic, moody imagery built for tour and press use.
Founder & Creative Director
2009 - PresentShawn 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.
