Michelinas: Writer/Director


I created the Michelina’s advertising campaign for Canada, which saw their sales triple in the space of about a year and a half and go from an 18% share of the market to more than 40%.

I also directed the US launch of the campaign, which this commercial is from. The results were staggering. At a presentation in Michelina’s headquarters in Duluth, Minnesota, the Nielsen representative said they had never seen recall numbers like this from any campaign ever, in fact when he first saw them he asked his team to double check the  figures. Yes, there was a slight mistake. The actual recall numbers were even higher than originally calculated.