Michaels Make Off

Fueling the Passion for Crafting Through High-Stakes Celebrity Competition

Makers in the arts and crafts space share a strong sense of community. To strengthen their connection with this engaged audience, Michaels needed a way to celebrate makers and DIY enthusiasts while proving they take "arts & crafts" seriously. The solution: The Make Off, a high-stakes YouTube competition series where celebrities tapped into their "inner maker."

Hosted by Busy Philipps, the series launched with Snoop Dogg crafting holiday ornaments, setting the tone for what would become a cultural phenomenon. Each episode featured a different celebrity competing against Busy for the coveted Maker's Cup, with crafting challenges timed to mirror retail seasons. The roster read like a who's who of entertainment and sports: Rob Lowe, Gene Simmons, Wiz Khalifa, Wanda Sykes, Mel B, John Stamos, Nick Cannon, Neil Patrick Harris, Lil Jon, Jason Biggs, Rob Gronkowski, Clay Matthews, Brie & Nikki Bella, and Benji & Joel Madden.

The Impact: The series became a viral hit, amassing over 500 million views worldwide on YouTube. People Magazine featured the series extensively, with the Snoop Dogg holiday episode generating significant buzz as audiences discovered the rapper's decade-long passion for macramé and quilting. The campaign successfully bridged Michaels' brand with mainstream entertainment culture, making crafting accessible and aspirational through celebrity participation. The series supported Michaels' broader MAKER Nation initiative, transforming the brand from a retail destination into a cultural community hub for creativity.

Role: Executive Creative Director, Original Concept Creation, Design & Creative Oversight of Episodic Series