As the old adage goes, "It's about the journey, not the destination". At Micheals, they understand that each person is on his or her own creative journey throughout life. As they re-invigorate and refresh their brand they will serve to nurture, grow and revel in their customers’ creative evolution – at all ages.

The crafting industry is fairly commoditized meaning consumers typically cross-shop the retailers based on the best deal,offer or coupon they can find. Michaels want to rise above that and become more than a commodity shop to their consumers. They want to demonstrate to consumers what it means to evolve creatively and prove that they are genuine and sincere about celebrating each person's creative evolution.

Michaels is looking for :60-:120 second videos that connect with their consumers on an emotional level. Viewers should laugh, cry, and feel moved to create after watching your video. Your goal will be to tell the story of how Michaels celebrates ideas, big and small, that inspire imagination and more importantly: life. Because in the same way that these simple objects transform with creativity, so does the creator.

As always, the creative brief and assignment guidelines have all the details you need to get started on your video. Make sure to read them both before you pick up your camera.

DEADLINE: July 19th, 2012