Maker Haul

OVERVIEW

Michaels needed to energize their most popular seasonal promo around “Maker Haul,” turning what felt like a discount push into a culturally resonant event for price-sensitive makers and DIY enthusiasts

For this audience, the idea of a ‘haul’ is more than saving money, it’s about stocking up for future creativity and celebrating the thrill of abundance.

Maker Haul was positioned as both a stock-up event and a lifestyle moment for creators, curators, and DIYers. The campaign spanned digital, in-store, and social, highlighting scale, variety, and creative inspiration. I elevated the Michaels basket into a brand symbol and visual anchor with playful product stacking to showcase the thrill of stocking up. By leaning into “big haul” psychology with bold hero photography and a fresh, vibrant color palette, the event felt energetic, iconic, and unmistakably Michaels.