Shale is an Art Director and Creative Director with deep experience in brand marketing, cultural insight, and design-led storytelling. He is known for connecting people, trends, and ideas to create work that feels current, human, and strategically grounded.
His approach blends hands-on craft with strong strategic thinking. He creates community-driven and culturally relevant campaigns by working closely with clients, writers, strategists, and internal teams to understand the real business challenges behind the work.
Shale focuses on using creative strategy and storytelling to build meaningful connections between brands and their audiences. He brings ideas to life through thoughtful design systems, distinctive campaigns, and memorable brand experiences, whether building new brands or elevating established ones.
With experience in Chicago, Portland, and Toronto, he has developed integrated campaigns, video content, digital and social launches, PR and communications marketing, and full brand platforms for a wide range of organizations.
His portfolio includes partnerships with PwC, Adidas, Ikea, Hines Real Estate, Ford, Microsoft, Nike, Walmart, Canadian Tire, Jumpstart, John Frieda, Biore, Cottage Life, Gillette, New Balance, Chevrolet, Espolon Tequila, Mary Brown’s Chicken, Jergens, Jamieson, and others.
I am fascinated by the human behaviors that shape our world,
as this is what drives my passion for creating.
PHILOSOPHY
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I believe in simplicity.
In the interesting.
In being zen-like as a foundation in the work.
In humans rather than “consumers.”
In audiences looking into their hearts.
In creating serenity and experiences for people to access.
I suggest a rejuvenated way in which to perceive everyday life.
I create things that make people think about themselves, and fall in love with brands.
And love every minute of it.