If you’ve ever thrown a party, crafted something at home or bought materials for pretty much any arts and crafts project, you’ve probably gone to Michaels for supplies. But as Amazon rapidly became the go to place for people’s artsy needs, we needed a campaign that put the people at the heart of Michaels front and center—the Makers. Thus was born Made By You, a campaign that highlighted Makers from everywhere, who make everything from cookies and cakes to macrame, bead art, paintings and more. For the second year of this campaign, we wanted to highlight even more of the people who make Michaels, Michaels.

Role: Creative Direction, strategic development, ideation, presentation, on-site pre-through-post production, design direction.

OLV

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