Hi there. I’m Michelle and I’ve been working in advertising for 23 years which like my later-in-life pregnancies, may qualify me as geriatric. I started in my hometown of Toronto, moved to New York (twice) and spent 7 years there. I worked on both US and Global brands, an experience that helps me understand how ideas translate across different languages and cultural landscapes.
Last year, I was proud to be shortlisted for See It Be It at Cannes with an application built on the ambition of moms in the workplace. I’m a proud mom of two young children, one with special needs. My life experience affords me a unique perspective on representation of disabled communities and neurodiversity in the workplace, and in the work we put out in the world. I believe our work should be a direct reflection of culture and that we have the responsibility to tell stories from as many perspectives as we can within it.
I love cracking big beautiful media-agnostic ideas that make people feel the spectrum of emotions that come with the human experience. I love humour cause it’s the only way to survive it all. I’ve brought this perspective to famous and award winning work for everything from tampons, to car brands, to spirits, butt cream, home goods, fashion brands and banking while working at everything from large integrated agencies, to shopper specific, digital and social shops. My work has been recognized at every major show.
When it comes to creating the work, my heart lies in messing with the medium, being nimble, eliminating spin, dedication to craft, ideas over tactics, and human truths over tropes.
When it comes to the people, my heart lies in team efforts, being kind, eliminating spin, mutual respect, funniness, vulnerability, and human connection.