Everyone celebrates the holidays in their own unique way. Michaels wanted to celebrate whoever you are and however you celebrate, with a campaign that appealed to all types of makers. From the Maximalists who insist on over-the-top-all-the-way to the Late Night Elves who prefer to make holiday magic while everyone sleeps, Michaels has something for every type of maker. Shooting holiday spots in 105 degree California weather didn’t detract from the warmth and charm we generated with this campaign.

Using ‘crafter personas’, we also created an interactive Pinterest quiz to help customers identify which type of Holiday Maker they are. Take the quiz here.