Array Welcomes Creative Director Jason Schultz to Drive National Expansion
By: Kristina Crowson
As the CEO & Marketing Director of Array, I know that growth comes with embracing change. Since stepping into leadership in 2015, my mission has been clear: To transform Array into a boutique agency known for adaptability, innovation, and delivering exceptional client outcomes.
Over the past nine years, I’ve assembled a team of skilled professionals who don’t just meet expectations—they raise the bar. Together, Array has built a local reputation for creativity, resourcefulness, and collaborative solutions that drive real results. And we’re still aiming higher.
Now, we’re taking the next step—establishing ourselves as one of Canada’s leading boutique agencies. To do that, we need the right talent and vision to match our ambition. Enter Jason Schultz, our new Creative Director.
Jason brings decades of experience leading award-winning campaigns for iconic brands like McDonald’s Canada, RBC, and Fairmont Hotels. He’s a strategic thinker who knows how to balance bold ideas with practical solutions. His global portfolio reflects the kind of innovation and expertise we’re excited to bring to our clients on a national scale.
To introduce Jason and share a glimpse into the journey ahead, I sat down with him for an insightful Q&A. Keep reading to learn more about his vision, inspirations, and what’s next for the team.
Kristina: Thanks for joining me, Jason. We’re excited to have you on board and to dig deeper into your background and diverse experience. Could you share a few examples of clients you’ve worked with across different industries? What unique challenges and goals did these clients have?
Jason: I’ve had the privilege of working with a diverse range of clients, including Fairmont Hotels & Resorts, McDonald’s Canada, Royal Bank of Canada, New York Fries, Woods Canada, and Nissan. Each brought unique challenges: Fairmont sought to elevate its luxury brand experience, McDonald’s focused on dynamic, high-traffic campaigns, RBC needed to communicate trust and innovation, and Nissan aimed to balance performance with lifestyle appeal. Understanding their distinct goals and industry dynamics was key to tailoring successful creative strategies.


Kristina: How do you tailor your creative approach to suit the needs of clients from start-ups to large corporations in diverse industries? How does your strategy differ between them?
Jason: The common thread in every project is quality: the pursuit of relevant and meaningful creative solutions. Full stop. What varies between clients and sectors is how I package and pitch the approach. For example, I’ve worked with a single entrepreneur and rallied behind their dreams and visions all the way to developing and pitching creative campaigns for national and global brands like Royal Bank of Canada, McDonald’s, Fairmont Hotels & Resorts International and Miller Lite. While the creative ingredients and process are largely the same, the real genius lies in understanding how each client and sector comprehends and internalizes the approach. As for strategy, I’ll do the best work possible with everything at my disposal. Sometimes you call on favors and other times you have budget. Regardless of the situation the project gets the attention and love it requires. Always.
Concept and artwork for Miller Lite’s limited edition California Can
Campaign billboard artwork in Los Angeles
Kristina: What are some of the most unique or challenging objectives clients have brought to you? Tell us how you got creative.
Jason: While working with one of Canada’s largest financial institutions, my team was tasked with introducing RBC to the York University campus through a physical location. How do you showcase authentic diversity within a specific sector of the financial industry? And how does a bank say ‘hello’ to a diverse and dynamic student body?
- Stay away from stock photography
- Turn down the bank jargon
- Turn up the authentic
We hired an illustrator to create a custom illustration that reflects the diversity of York University’s student body. Instead of using typical corporate language, we embraced a message of hope and possibility: “Change is on the horizon.”
Original artwork, RBC On Campus York University
Kristina: I love how you know when to pass the ball. Let’s talk more about creative solutions. How do you ensure that what you develop aligns with each client’s brand and target audience?
Jason: I start by immersing myself in the client’s brand—its mission, values, and target audience. I conduct research to understand their demographic and industry trends, and I analyze the competition, noting both successful and flawed approaches. I look for untapped opportunities and unexplored directions. Through close collaboration with the client and ongoing input, I refine concepts to ensure they align with the brand, meet audience expectations, and maintain consistency across all touchpoints.
Kristina: Understanding a client’s brand ethos is certainly important to pushing creative boundaries. Do you think working with diverse clients has influenced your creative process? Have you found strategies or insights in one industry that you applied effectively in another?
Jason: Regardless of client type or size, I always lead with the magic—the possibilities. I focus on what could be. Every client can get behind this and get excited about opportunities for growth. A key insight is understanding that each client sector requires a tailored approach to processing and interpreting the creative direction. For example, how a senior C-suite leader in the financial sector processes a creative thesis is completely different from how a group of entrepreneurs launching a new SaaS brand would. Understanding this and tailoring the creative delivery approach accordingly has been a game changer. Same creative process, but a completely different delivery approach.
Kristina: We love how you lead with optimism. What are some new creative strategies or technologies you’ve incorporated into campaigns based on the needs of specific clients?
Jason: Data-driven content on digital menu boards (DMBs) is not only highly accurate but also incredibly impactful, using real-time data to drive engagement and influence customer decisions. While working with McDonald’s Canada, I launched a data-driven campaign that upsold specific products based on a dynamic weather feed tied to customers’ geographic locations across the country. For example, if you were in Toronto on a cold, rainy day, the DMB would suggest a hot coffee in real time. I took it a step further by integrating McDonald’s annual global Monopoly campaign, using the game’s creative assets and characters to promote targeted products.


Kristina: Thoughts on awards within our industry? What’s been your past experience? Do they matter? Do clients even care?
Jason: Short answer, awards matter. But why they matter has changed for me over the years. Within an agency, the pursuit of awards holds substantial value—not because of the outcome, but because of the work it inspires. It’s not about winning, it’s about the type of work that emerges in the pursuit for recognition. The journey itself brings teams together, fosters inspiration, and drives creativity.
Kristina: We couldn’t agree more. The simple fact is we’re always trying to outdo our last project. Final question: What’s the most exciting or rewarding type of client or project you’ve worked on? Is it all about big brands and global projects, or are there other sectors that stand out for you?
Jason: I have two sweet spots: entrepreneurs and nonprofits. Both often work with tight budgets and have high expectations, but they also deeply value the expertise you bring to the table. These clients are more open to bold moves and calculated risks that can yield big rewards. Unlike large global brands, which can be slow to pivot, entrepreneurs and nonprofits have the agility to act quickly and make a significant impact. I also love the energy of leadership in these sectors—they’re passionate and excited about the possibilities.
Kristina: Bold moves, big ideas, and great energy definitely bring joy to our team. Thank you for sitting down with me and sharing from your past experience and perspective. As you know, we’re super excited to close out 2024 and move forward into 2025 with your insight and support.
Jason: You’re welcome.
Interested in working with two creative powerhouses in the industry? Whether your looking for copywriting, digital marketing, graphic design, or web development, our full-service agency has the expertise to reach your marketing goals. Get in touch to learn more.