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Michaels. Made by You.
Category
Campaign, UX
Year
2022
Role
Creative Direction
Credits
Nadia S., Jake L., Abe S., Laura A., Alec C., Delif U., Gustavo T., Jess C., Stooph W., Rafael P., Eli M., Katia D., Paige P., Greer O., and many more.
We completely revamped Michaels' business from a transactional, coupon-addicted company to a purpose-driven brand that exists through Makers and their work, resulting in an unsolicited $5B acquisition of the company.
With this work, we were awarded a Silver Cannes Lion in the Creative Business Transformation category, a Gold Effie, and Gold at London International Awards.
"Made by You" is a multi-year platform that housed everything from brand, to seasonal campaigns and evergreen content. Social media, activations, digital tools... All for Makers by Makers.
'Made by You' anthem
We created a content series titled Maker Spotlight, featuring Makers and their stories, with the goal of inspiring others through their love of crafting and generate exposure for them through our brand.
Long-form content
We created a content series titled Maker Spotlight, featuring Makers and their stories, with the goal of inspiring others through their love of crafting and generate exposure for them through our brand.
:06 Bumpers
Makers for Makers
Year 2 campaign evolution
We created a comprehensive design system where every bit of art and color in inspired by a real Maker and their work, with proper attribution always given.
