Areas of Expertise
Advertising
Marketing
Branding
Creative Direction
Art Direction
Copywriting
Storytelling
Teaching
There’s a sense of impermanence about the work of creating ads. Weeks or months spent on something that passes quickly by on a city bus, or watched while hovering over the “skip ads” button. I grew up moving to various Army bases every couple of years, so I understand impermanence. And in that impermanence, I’m always looking for ways to make meaning or a lasting impact on a little action.
While I understand the importance of KPIs, media plans, and audience insights, I also believe in the power of what our work communicates beyond the numbers—whether it's challenging perceptions of beauty, redefining family, celebrating the outsider, or breaking down barriers to who can make art.
Currently, I’m the Associate Creative Director for The Sims, where I lead concept development and oversee both seasonal and brand campaigns. My work at EA has helped produce award-winning campaigns that resonate with both the press and our audience.
Honors
2023
One Show Shortlist: Craft-Art Direction
For The Sims Spark Something Brand FilmWebby Award, People's Voice, Editing
For The Sims Spark Something Brand FilmMuse Awards, Platinum
For The Sims4 SimformercialsEffie Finalist, Gaming and E-Sports
For The Sims4 Find Yourselves
2022
Source Creative Top 100 of 2022
For The Sims Spark Something Brand Film
2021
Bronze SF Addy Award, Television Campaign
For Covered CaliforniaBronze SF Addy Award, Television Campaign
For SweetartsGold SF Addy Award, Photography in a Campaign
For Covered California
2014
"Heart of the Company," DigitasLBi, San Francisco
The only employee award given at DigitasLBi
2010
Bronze Dallas Addy Award
For "Frappuccino You Deserve One" Starbucks campaign and websiteSilver Dallas Addy Award
For Mountain Dew game designOmma Award Nomination
For Mountain Dew Voltage campaign and websiteOmma Award
For Nokia Productions
Things I’ve said:
“Everyone has had a lot of reasons to cry over the last year. Brands realize that,” Duncan Channon associate creative director Katrina Michie added, also pointing out consumer fatigue to more direct appeals early in the pandemic that began to feel generic.
Kat Michie on Superbowl 2021 in Adweek
Katrina Michie cautioned that when done poorly, gender representation messages risked seeming like pandering.
“I think gender representation is more of a given this year,” said Katrina Michie. “People are base level expecting better gender representation. … Unfortunately, that can also mean we only see women of privilege getting representation and voices first,” she added, stressing the need for greater representation for women of color, LGBTQ+ women, women with disabilities and other marginalized women.
Kat Michie on Superbowl 2020 in Adweek
Things said about me:
“[Kat]… shares our belief that advertising can ‘do better’ and, when done right, can reflect real truth and even shape culture,” added Kovacevich. “We look forward to her pushing us and our clients to explore new territories that you don’t always see in advertising.”
[Kat] is incredibly well versed in art and culture from obscure films to the most underground comedians…Her curiosity about the world around her shows up in all of her work and is especially appreciated in brainstorming. She is technically talented as well, and never once rolled her eyes in annoyance after being asking to do yet another visual direction. Kat is a meaningful addition to any team, bringing her can-do attitude and elevated style to every project. A natural leader, she also mentors all the interns and offers them focused direction and a shoulder to cry on depending on which they need most that day.
A few clients:
