BACK TO SCHOOL – CAMPAIGN
A complex, four-campaign program built to guide teachers and moms from inspiration to purchase across the entire Back to School cycle.
The challenge was building a cohesive Back-to-School system that could flex across audiences, timelines, and promotional needs without fragmenting the experience.
By clearly defining the role of each moment within a shared visual language, the season balanced urgency and inspiration—using sales-led moments to drive scale and story-led campaigns to provide context through a more editorial lens. This structure allowed both to perform their jobs cleanly, maintaining promotional clarity while broadening scope and impact.
PLATFORMS
OOH, Social, Broadcast & Web
ROLES
Creative Direction, Design, Photo Direction, Asset Development
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, using bold BOGOs and % off messaging to emphasize value and efficiency.
Teacher promotion applied to both sales
School Days Sale
The primary visual and promotional anchor for the BTS season, it focused on price sensitive teachers and parents of younger students. Built around school supply must-haves and classroom décor, the sale used bold BOGOs and % off offers to create urgency at scale—establishing the visual and promotional throughline.
Classroom Ready Campaign
A teacher-focused campaign built around classroom prep and savings—using décor, organization, and everyday teaching supplies to position Michaels as a creative destination, backed by Teacher Rewards and an elevated discount. Set up Michaels as both a resource and value partner for the school year.
Kids Back To School Campaign
A parent-targeted campaign built to make BTS feel less stressful, more exciting and fun. We told that story through kids’ organization + storage, Crayola/art supplies, lunch boxes, classroom rewards/teacher gifts, and BTS celebration/party essentials.