As the Global Creative Director of creator-led agency Amplify, Michelle has delivered countless hours of cutting edge online content for brands including Estee Lauder, Warner Bros. and Google. Over the last 5 years at Amplify, she has launched new services including social media account management and multi-market creator campaigns. In early 2020, Michelle co-produced and co-directed Love Songs, the world’s first narrative web series for TikTok. Her work has been nominated for a TikTok Ad Award, three Mumbrella Awards and in 2024 she was shortlisted for the B&T 30 Under 30 Awards. This experience across both online content and campaigns, working with platforms and brands, has given Michelle unique insight into youth audiences in Australia - there are few creatives in Australia who have such a grasp on Gen Z culture.