michaels–BACK TO SCHOOL CAMPAIGN concept
Back to School had four campaigns and four timelines that had to live together as one.
By clearly defining the role of each campaign within a shared visual language and giving it a distinct look - we could flex across four distinct audiences, timelines and promotional needs without fragmenting the experience. Two campaigns drove promotional urgency. Two told stories that gave each audience a reason to shop beyond the deal.
ROLES
Creative Direction,
Design System, Photo Direction, Asset Development
PLATFORMS
Digital, OOH, Social, Broadcast
YEAR
2025
Back to Class Sale
The secondary promotional moment targeted parents, teachers, and students in checklist mode. The sale focused on core supplies, storage and organization, desks, and dorm-ready essentials.
Teacher promotion applied to both sales
School Days Sale
The visual and promotional anchor for the season. Built for price-sensitive teachers and parents, it set the tone for everything else.
Classroom Ready Campaign
A teacher-focused campaign that positioned Michaels as both a creative destination and a value partner for the school year. built around classroom prep, décor, and the supplies teachers actually want and need.
Kids Back To School Campaign
A parent-targeted campaign built to make BTS feel celebratory and fun, not overwhelming. The story centered around first-day moments, organizing supplies, teacher gifts, and everything kids actually get excited about