WoodShop Promotes Michelle Pak to Creative Director/Director; Unveils New Burger King Spot & Tie-In With Sony Playstation5

Nov. 11, 2020

WoodShop Founders Executive Producer Sam Swisher and ECD/Director Trevor Shepard have promoted long-time team member Michelle Pak to Creative Director/Director. WoodShop and Pak unveil a new Burger King tie-in this month, promoting a chance to win a Sony Playstation®5 game console.

ECD/Director Trevor Shepard says:

“In Michelle’s case, the student has become the teacher. Michelle began her time here at WoodShop eight years ago as a Designer. She then worked her way up to Art Director. And now, we are thrilled to promote her to Creative Director. We work very closely together, and I always learn something new from Michelle. Her dedication to design and fresh approach to every project is really inspiring.”

 

EP Sam Swisher adds:

“Michelle can really do anything in terms of design and mixed media. She is excellent collaborating with clients and truly has an attitude that anything can be accomplished. No matter what you send to her, she always has an incredibly positive attitude, innovative solutions and original ways of tackling any project.”

 

Michelle Pak is a design-driven, mixed media Creative Director/Director. She has an unrestrained creative approach where she draws upon her versatile skill set to create visually satisfying content. Her love for physically making things jumpstarted her career as an industrial designer where she created high-end products for CB2, Crate and Barrel and Pottery Barn. This paved the way into the world of fashion and cosmetics where she translated her design knowledge into packaging and graphics. Michelle’s desire to stay on the cusp of cutting-edge design led her into the fast-paced, motion graphics industry where she could maximize her wide ranging skill set and continuously evolving aesthetic. She soon found her creative home at WoodShop where her passion for all things design could be fostered. Under the guidance of ECD/Director Trevor Shepard, she has grown from a Designer to a Creative Director/Director both behind the monitor and behind the camera. In this role, she is able to draw upon all her past disciplines to create the most engaging and aesthetically polished work. A graduate of Otis College of Art and Design, Pak freelanced at King and Country, Logan and Mirada, before joining WoodShop.

Pak says:

“I have really grown up at WoodShop. I joined the team so long ago as a Designer. I feel like I have expanded in my role and career, as the company has grown. I really enjoyed my work on this new type-driven, animated piece for Burger King. I look forward to working on more campaigns for them and other WoodShop clients in the future, pushing myself to always learn more.”

 

WoodShop enjoys an incredible client retention rate, having worked with some of the same agencies and clients over the years numerous times. A long-time client of WoodShop, Burger King turned to Creative Director/Director Michelle Pak to spearhead the new tie-in to promote a chance to win a Sony Playstation®5. The 42-second spot explains to viewers how to enter the BK “2 for $5 Mix ‘N Match” Sweepstakes to win a Playstation®5 game console. The footage was directed by WoodShop ECD/Director Trevor Shepard with the type animation and mechanics directed by Pak.