Michaels is here for the makers.

The people who take ordinary supplies and turn them into amazing, one-of-a-kind pieces of art. They are our catalyst for our brand – their unique processes, die hard side hustles, and all their quirks make Micheals, Michaels.

Under this platform, I helped launched multiple campaigns to touch on key moments in time – the pandemic, the holidays, and millennial pink – turning Michaels into a purpose-driven brand, resulting in an unsolicited $5B acquisition of the company.

We won some pretty cool awards, too.

Silver Cannes Lion– Creative Business Transformation category

Gold National Effie – Retail category

Gold London International Award – Transformative Business Experience category.

We created longer form, docu-style films for our Makers –capturing where they work, what inspires them, and what’s next.

I helped execute ASMR :06’s with crafting supplies, and created the brand’s first ever Meta flower crown filter – all built by and for makers.

I helped execute our refreshed brand elements for email, socal, ecomm and Michaels.com