Creative Lead, Copywriter
Took a category ruled by scent and ingredient claims and made it about the thing beauty actually is: personal, unglamorous, daily. Led to a 366%+ lift in brand awareness.
Michele Kunken — Creative Director & Copywriter
Michele Kunken, Creative Director & Copywriter.
Selected work
Creative Lead, Copywriter
Reinvented Chomps from a CrossFit staple into a mass-appeal snacking brand with a bold positioning and identity. Named fastest growing food company in the U.S.
Creative Lead, Copywriter
Turned back-to-school chaos into an ownable snacking occasion for Chomps.
Creative Lead
Launched grocery pick up on the Super Bowl with an epic crossover of film and television cars. The film received 20 million views in 24 hours, 700 million impressions in a week, and drove 1+ million app downloads in January alone.
Creative Lead
Relaunched Monster in a giant, purple, fuzzy way. Awards: Cannes Lions, One Show, Clios, Communication Arts, AICP, AICE.
Creative Lead, Copywriter
Made climate action a no-brainer for everyone in the U.S. — even climate deniers. Earned 25M+ in donated media and 4B+ impressions.
Creative Lead
Used the Oscars to celebrate the real heroes of Hollywood — the crew — to launch Walmart fashion.
Creative Lead
Used Hollywood's biggest night to support female filmmakers — commissioning original short films from Melissa McCarthy, Dee Rees, and Nancy Meyers. Coverage in TIME, The New York Times, Adweek, AdAge, and Variety.
Creative Lead
Owned effortless skincare by partnering with Paige DeSorbo, the queen of bed rot.
Creative Lead, Copywriter
Launched the Ember x (RED) partnership with an animated film inspired by heat mapping and set to a new Tiësto remix of "My City's on Fire."
Creative Lead, Copywriter
Led EarnIn's first national brand campaign, reframing the app as the way to live life in real time—not wait for payday.
Creative Lead, Copywriter
Launched the EarnIn Card by turning payday on its head. Exceeded wait list sign up goals by 500%.
Creative Lead, Copywriter
Created an Investor Day experience for a startup that had grown up. 700+ analysts and reporters left excited about Lyft's future.
About
Michele Kunken is a creative director and copywriter who builds brands that mean something. She's led teams of 20+ as ECD at Saatchi & Saatchi, Dentsu Creative, and KBS — working on Walmart, Subway, HomeGoods, Monster, and more — and co-founded Slim Creative in 2023. She's also a systems thinker and early AI adopter, as likely to build the infrastructure behind the work as write it.
Her job, in every room she's been in: find what's true and make it land. First round. No wasted motion.
Brands
- Disney+
- Shark Ninja
- Lowe's
- Subway
- Vanguard
- HomeGoods
- Keds
- John Frieda
- Wendy's
- Hasbro
- Hershey's
- P&G
- GSK
- Pfizer
Recognition
- Cannes Lions
- Clios
- D&AD
- Effies
- One Show
- AAF
- Communication Arts
- AICP
- AICE