From Campaigns
to Systems
Campaigns create spikes.
Systems create momentum.
Most creative organizations are optimized for launches—
big moments, big ideas, short bursts of attention.
But growth doesn’t happen in bursts anymore.
It happens across the entire customer lifecycle.
I focus on building connected creative systems that:
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Extend ideas across every touchpoint
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Turn brand into ongoing experience
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Bridge storytelling with CRM and data
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Use AI to scale without losing quality
This shifts creative from a cost center to a growth engine.
Not just making work. But designing how work works.
Selected Case Studies:
01 — Applebee’s
Lifecycle CRM & Email Experience System
02 — Weather App
Ambient Experience & Adaptive UI System
03 — Flora Food Group
Multi-Brand CRM & Customer Experience System
04 — Canadian Red Cross
Cross/Play Participation Platform
Holy Crap Superseed Cereal
Applebee's
Flora Foods
Magnus
Microsoft
Molson Brewery
Mercedes-Benz GLA Instagram
Mercedes-Benz CLA Microsite
TD Aeroplan Visa
Whirlpool EveryDrop Water Filters
Spin Master Kinetic Sand
Toronto Symphony Orchestra
Canadian Red Cross
Blending creativity and strategy to build brands that connect and inspire.
I’m a Creative Director with over 20 years of experience in advertising and marketing, helping brands like Mercedes-Benz, Microsoft, TD Bank, Tangerine, Rogers, Whirlpool, and Kellogg connect with their audiences in meaningful ways. I love the challenge of blending strategy with creativity — turning big ideas into work that feels human, engaging, and effective. Whether I’m leading a campaign, building a brand, or mentoring a team, I bring curiosity, collaboration, and a passion for great storytelling to everything I do.
Daniel Westgate, Art Director/Creative Director