associate creative director & brand storyteller

Hi, I'm Michelle 👋 I turn what brands want to say into stories people care about.

Hi, I'm Michelle 👋
I turn what brands want to say into stories people care about.

I’m a Chicago-based ACD specializing in narrative and messaging. I lead creative teams and shape brand and product experiences from the first spark to the final frame.

I’m a Chicago-based ACD specializing in narrative and messaging. I lead creative teams and shape brand and product experiences from the first spark to the final frame.

View Projects

Download Resume

(01) About

Albus Dumbledore called words “our most inexhaustible source of magic.”

So, I made a career out of them.

Over the past 13 years, I’ve worked on B2C brands at agencies and in-house at a B2B software company. The audiences and challenges were different, but the work always started with the same question: why would someone care?

That question underpins everything I do. I want to understand the humans we’re trying to reach and find something real to build an idea around. Finding the insight that opens up the door for creative possibility is still my favorite part of the work.

(02) Experience

A trip down memory lane

2023 — Present

Associate Creative Director, Brand & Story

— Sprout Social

Lead brand and creative development and messaging across Sprout’s integrated campaigns, product launches and video initiatives.

Lead brand and creative development and messaging across Sprout’s integrated campaigns, product launches and video initiatives.

Strategy · Story · Team Leadership

2020 — 2023

Manager, Brand Copy

— Sprout Social

Built and led Sprout's copy team while continuing to develop messaging for major campaigns and brand initiatives.

Built and led Sprout's copy team while continuing to develop messaging for major campaigns and brand initiatives.

Management · Mentorship · Vision

2017 — 2020

Senior Copywriter | Copywriter

— Sprout Social

Led copy development for integrated brand and product campaigns across web, social, video, and events. Helped evolve Sprout’s voice and developed messaging for major launches.

Led copy development for integrated brand and product campaigns across web, social, video, and events. Helped evolve Sprout’s voice and developed messaging for major launches.

Brand Voice · Copywriting

2016 — 2017

Digital Copywriter

— Energy BBDO

Writer/Creative for SC Johnson, Bayer, and Wrigley brands, including Ziploc, Alka-Seltzer, Windex, Off! Bug Spray, 5 Gum, and Orbit Gum.

Writer/Creative for SC Johnson, Bayer, and Wrigley brands, including Ziploc, Alka-Seltzer, Windex, Off! Bug Spray, 5 Gum, and Orbit Gum.

Web · Social · TV

2013 — 2016

Copywriter

— Walton Isaacson

Writer/Creative working on Skinnygirl Cocktails, Knob Creek Bourbon, Cruzan Rum, State Fair Corndogs, and Terremoto Tequila Shots.

Writer/Creative working on Skinnygirl Cocktails, Knob Creek Bourbon, Cruzan Rum, State Fair Corndogs, and Terremoto Tequila Shots.

OOH · Web · Social · Experiential · Retail · Print · Radio

(03) Selected Work

Cool stuff I've made

Helio Analytics

INTEGRATED CAMPAIGN

Social Intelligence Launch

To reposition itself in the market, Sprout had to tell the world a new story. It was no longer claiming to be a better way to run social media—it was a better way to run your business.

Launch Film · Manifesto · Awards Program

Visit Live

Read the Story

Helio Analytics

INTEGRATED CAMPAIGN

Social Intelligence Launch

To reposition itself in the market, Sprout had to tell the world a new story. It was no longer claiming to be a better way to run social media—it was a better way to run your business.

Launch Film · Manifesto · Awards Program

Visit Live

Read the Story

Helio Analytics

PRODUCT OVERVIEW VIDEO

It's Not Magic, it's Sprout

A product video that turned a long list of AI capabilities into one clear advantage: the features customers wished for were already built into their workflows—not an add-on.

Concept · Script · Creative Direction

Visit Live

Read the Story

Helio Analytics

PRODUCT OVERVIEW VIDEO

It's Not Magic, it's Sprout

A product video that turned a long list of AI capabilities into one clear advantage: the features customers wished for were already built into their workflows—not an add-on.

Concept · Script · Creative Direction

Visit Live

Read the Story

Atlas Docs

PRODUCT STORYTELLING

Product Launch Films

Every product launch needs a story worth telling. For Trellis, Influencer Marketing and Customer Care, I helped shape that story around what each made possible for our customers.

Concept · Script · Creative Direction

Visit Live

Read the Story

Atlas Docs

PRODUCT STORYTELLING

Product Launch Films

Every product launch needs a story worth telling. For Trellis, Influencer Marketing and Customer Care, I helped shape that story around what each made possible for our customers.

Concept · Script · Creative Direction

Visit Live

Read the Story

Event

Social Intelligence Summit

After introducing the social intelligence vision to the market, it was time to show our audience how to put it to work for their business at a virtual summit for social teams and leaders.

Tech Stack

Visit Live

Read the Story

Event

Social Intelligence Summit

After introducing the social intelligence vision to the market, it was time to show our audience how to put it to work for their business at a virtual summit for social teams and leaders.

Narrative · Messaging

Visit Live

Read the Story

Event

Social Intelligence Summit

After introducing the social intelligence vision to the market, it was time to show our audience how to put it to work for their business at a virtual summit for social teams and leaders.

Tech Stack

Visit Live

Read the Story

Michelle Wilkins

Associate Creative Director and Brand Storyteller shaping brand and product experiences from the first spark to the final frame.

mmgrano@gmail.com

Navigation

About

Work

Resume

© 2026. All rights reserved.