A mobile crafting experience, targeting a new audience for an old retailer.
Right off the heels of a rebrand to make America's favorite craft store more inclusive, more affordable, and more relevant – lowering the barriers to entry for crafting – I teamed up with an art director to pitch Michaels POP to the brand's C suite.
Our pop-up crafting experience was created for music and food festivals, and offered two on-trend craft kits and a space to sit down and make something. The concept aligned with the overall brand campaign, MAKE IT WITH MICHAELS.
Along with the concept itself, we created a campaign including emails, social posts, and printed swag – complete with a coupon to make the ROI completely trackable.