Michaels Where Creativity Happens

The Brief

The brief said engagement. I pitched them a show.

Michaels had America's most devoted crafters, and a coupon addiction. The brief said "engagement." I pitched them a show.

Where Creativity Happens, starring Michaels' own crafting guru Jo Pearson. For two years I ran it as showrunner, directing the directors, cutting with the editors, steering art direction and copy, and running the site that carried every episode, project idea, and workshop schedule. We took the show live on the road, streaming to the most devoted crafting audiences in America.

The Keys to More

Then they handed me the websites.

The show worked well enough that Michaels handed us the keys to more: the redesign of Michaels.com and its product and shopping experience, and The Knack, a crafting site built for kids.