Michaels WreathMaker
Michaels. Made by you.
Category
Campaign
Year
2020
Role
Art Direction, Creative Direction
Credits
Megan Trinidad, Keli Hogsett, Jonathan Pelleg, Carla Smith, Amber Kazalbash, and many more
Director/Photographer: The Selby
Completely revamped Michaels' business from a warehouse of supplies to a purpose-driven brand that exists through Makers and their work.
When Michaels was dramatically losing share, it needed to deliver on something its competitors couldn't. Our idea was to shift the spotlight to those who make Michaels: the Maker community. 'Made by you' is a transformation story that impacted all areas of the business, resulting in an usolicited $5B acquisition of the company.
We were awarded a silver Cannes Lion in the Creative Business Transformation category, a gold Effie in the Retail category, and gold at London International Awards in the Transformative Business Experience category.
Anthem - :30
Made by You launch 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.
We created a new design system with the foundation that every bit of art and color is inspired by a real Maker and their work. Proper attribution is always given: Makers created this beauty–not Michaels–giving them more exposure and work. This design system and accompanying style guide, became the springboard for everything the brand developed from weekly circulars to in-store materials, to digital ads. We partnered with the Michaels internal team and other agencies to comprehensively shift the way Michaels showed up across every touchpoint.
