Try A Little Tendernsa



MICH is an award winning Director, Writer, Creative Director and Founder of 2019 AdAge Production Company of the Year UNIT9, one of the leading multidisciplinary studios working across Films, Experiential, Digital and Innovation.

Her directorial work has been described as real, fun and emotionally truthful, spanning across TVCs, branded content, short films as well as features. Her latest short, Try A Little Tendernsa, has been chosen for the Official Selection at the Oscar/BAFTA qualifying LA Shorts Fest and picked up numerous awards along the way.

MICH’s immersive theatre background, her deep understanding of technology, matched with her empathy (she’s a space nerd) has led her to direct immersive campaigns for clients including Samsung, Netflix, Spotify, Lionsgate, Amazon, amongst others. It is here that her passion for storytelling intersects perfectly with the world of experience, leading to successful activations that redefine the way brands engage with audiences. 

Her favorite Muppet is Animal. She thinks he should be everyone’s favourite Muppet.