Robert McFadden

Creative Director with 15+ years of experience leading integrated marketing campaigns, creative operations, and multidisciplinary teams across digital, social, experiential, OOH, retail, motion, and print. Proven success managing creative organizations of 15+ team members and delivering high-volume campaign production for global brands including BMW, DIRECTV, Nike, Red Bull, LG, Barbie, and Fisher-Price. Combines strategic thinking, hands-on creative leadership, and operational expertise to scale teams, elevate creative quality, and drive business results.

Creative Director at CRITICAL MASS (2022-01 – 2024-01)

Led creative development and production for performance-driven integrated campaigns across digital, social, display, video and other channels for enterprise brands including BMW, DIRECTV and Harley-Davidson.

• Developed concepts and visual campaign systems capable of scaling to 500+ assets per campaign, with some programs exceeding 1,000 assets.
• Led and mentored a multidisciplinary creative and production team, providing direction, feedback and quality oversight across concurrent workstreams.
• Partnered with strategists, copywriters, media teams, account teams and production partners to turn briefs into cohesive creative solutions.
• Directed visual design across digital advertising, social, motion, video and landing page experiences while maintaining brand consistency and craft.
• Presented creative thinking and visual solutions to internal stakeholders and clients, connecting creative decisions to audience and business objectives.
• Used campaign insights, testing and optimization to refine creative throughout the campaign lifecycle.

Senior Art Director at GCI CANADA (2020-01 – 2022-01)

Led creative development across social, influencer, video, web and integrated campaigns for Barbie, Fisher-Price, LG and Egg Farmers of Canada, working across consumer and brand communications.

• Developed campaign concepts and social-first creative informed by audience insights and brand strategy.
• Partnered with copywriters, strategists, account teams, creators and production partners from concept through execution.
• Directed and designed digital, motion, print and web assets across multiple brand ecosystems.

Art Director at TREVOR//PETER (2018-01 – 2020-01)

Developed integrated creative for Nike, Red Bull, Huawei and Diageo brands across experiential, retail, OOH, social, digital and event channels, bringing ideas to life across platforms.

• Developed campaign concepts, visual identities and creative systems spanning multiple channels and consumer touchpoints.
• Led visual direction for experiential activations, retail environments, event experiences, environmental graphics and OOH campaigns.
• Collaborated with writers, strategists, producers, clients and external partners to develop and execute creative from concept through production.

Art Director at CHEF'S PLATE (2016-01 – 2018-01)

Sole creative lead responsible for brand development, digital campaigns, website design, UX/UI, content production and photography direction across the customer experience.

• Developed acquisition and retention-focused creative across digital advertising, email, social, web and landing pages.
• Led visual development of the brand across customer-facing digital experiences and marketing channels.
• Partnered with stakeholders to translate business objectives into creative campaigns supporting customer acquisition and subscription growth.

Production Manager / Design Lead at THE BRAND FACTORY (2011-01 – 2015-01)

Led design and production of integrated marketing, experiential, retail and print campaigns for major real estate developers including Tridel, Menkes, Aspen Ridge and Friday Harbour.

• Managed projects from initial concept and design through production and installation, coordinating clients, vendors and production partners.
• Designed sales centre environments, signage systems, brochures, floorplans and marketing collateral.
• Directed production details across print and environmental applications, ensuring accuracy, quality and consistency through final execution.
• Balanced creative objectives, production requirements, budgets and timelines across multiple concurrent projects.

Diploma in Advertising – GEORGIAN COLLEGE (2005-01 – 2007-01)

BA in Humanities, Minor in Film – YORK UNIVERSITY (2000-01 – 2005-01)