As a founder of TCF, Michael’s duties include everything from strategy to ideation to execution, but chief among his passions is scouring that big book of words (oft referred to as the dictionary) for just the right ones to suit the expression of any thought – big or small. And though a picture may indeed be worth a thousand words, Michael would much rather choose and use the many words than labor over the single image.
After a long academic career in fields as far reaching as theatre design and molecular biology, Michael discovered his true calling in advertising. And though he worked as a screenwriter, he always returned to advertising – because of its immediacy, its problem-solving nature, and his own short attention span.
In LA, Michael worked with and for some of the best creatives and clients in the world, when agencies were populated by misfits and malcontents – free-thinking and fearless. “Those were great years in the business; but the night is still young.”
After gigs at the best multi-national and boutique shops in the US, he was recruited back to Canada where he's been involved in several influential agencies – including his own, porkpie hat.
With over twenty-five years in this crazy business, he still loves it enough to reinvent it every day.
Awards – Michael has won Gold at Cannes, Clios and Cassies, and has appeared in the One Show, Beldings, Marketing, London Internationals and the NY AD's annuals, as well as in Archive, Communication Arts and AdCritic on more than a few occasions.
Clients – Mazda, Nissan, Volkswagen, Labatt, Levi’s, Coke, Dole, Chevron, Maple Leaf Foods, McDonald's, Bell, plus California, Nova Scotia and Newfoundland Tourism