He believes that ads shouldn’t feel like ads, and that creative direction and good design are not mutually exclusive. His approach has led to over 14 years of successfully infusing culture, wit, and art into integrated campaigns for brands like Taco Bell, Reebok, adidas, ASICS, PlayStation, Sheraton and NBCUniversal.

In March 2021 (the same month Michael became a new father), he launched ContraBureau, a multidisciplinary creative studio that he co-founded that specializes in campaigns, brands, and spaces.