Michelle McCudden
Brand marketing leader. Audience & Digital behavior expert. Problem solver.
I loved the internet so much, I got a Ph.D. in it. OK, not in "the internet," but in Communication and New Technology, which is more or less the same thing. My research focused on how fan communities function online - what it means for people who love the same thing to connect and communicate with one another.
I brought that expertise into roles in the agency world and then client-side into tech, working with brands to create content and experiences that people love and drawing on that deep knowledge of culture every day.
Featured Work
Select content, social, and experiential.
Merrell: TrailScape
VR || Experiential || Social || Integrated Media
To launch Merrell's latest hiking shoe, we created an immersive VR experience to let users feel what it would be like to traverse an Italian mountaintop. The experience debuted in a branded house at the Sundance Film Festival in partnership with Rolling Stone Magazine.
Cadillac: A Promise to Rose
Content || Social || Integrated Media
Directed by Spike Lee, A Promise to Rose is a short film featuring 1st round draft pick Teddy Bridgewater as he realized his dream of becoming an NFL quarterback. Having made a childhood promise to give his mother a pink Cadillac upon making it to the NFL, Teddy fulfilled that promise live on Good Morning America.
Planet Fitness: New Year's Eve
TV || Experiential || Social || Digital
New Year's Eve is like the Super Bowl for fitness brands. Planet Fitness' sponsorship of Rockin' New Year's Eve included live on-air segments, celebrity partnerships and a full digital and social activation.
Necco: Tweethearts
Social || PR
What better way to celebrate Valentine's Day than with a personalized version of the classic Sweethearts conversation hearts? Users wrote their tweet, a custom-made tool turned it into customized hearts, ready for purchase just in time for Valentine's Day.
Clients
Some of the clients I've worked with.
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