Michael Knudson
About Me

Hello There

My name is Michael and I’m a graduate from Humber’s Advertising Copywriting program.

I’ve always had a passion for media. My love of film, television, and reading is what made me pursue a career in creative writing and storytelling. My interests exposed me to a wave of advertising that I found myself quite enjoying. I can still proudly sing jingles and quote commercials from throughout my life.

What I’m Up To

I’m an advertising copywriter at Feast Interactive, where I’ve had the chance to work on multiple projects from the strategy stage, all the way to post-production.

I’ve contributed to clients like the Canada Revenue Agency, the Department of National Defence, Agriculture and Agri-Food Canada, Weber Grills, and so much more. As the sole advertising copywriter, I handle a wide range of tasks, including ideation, concept development, scriptwriting, proofreading, copy editing, and writing for websites, social media posts, and Google SEM.

My favourite work always starts with a strategic brief outlining a clear main message and restrictions.

My Start

From 2016 to 2020 I worked with Creative Director, Brian Harrod on the Spirit of York Distillery advertising campaign as the Copywriter. In this role, I participated in client meetings, photoshoots, and recording sessions, while both writing and editing copy. My work included print, OOH, point-of-sale, direct marketing, packaging, and television. One of our ads won an award at the 25th Elsie Awards for the Best Ad in the LCBO’s Food and Drink Magazine. It went on to win a Platinum MarCom Award in 2019 in the category of Print Media – Magazine.

I Love Learning

I studied at The University of Western Ontario and received a Bachelor’s Degree with honors specialization in Media, Information, and Technoculture. (Yes, that last word was made up by academics, but I assure you, it’s very interesting.) During my time there, I started taking a variety of courses with an advertising focus which eventually lead me to Humber. I particularly liked using Semiotics – the study of signs and symbols – as a tool to understand the way in which certain images or words could create connections to specific ideas, emotions, or cultural meanings.

Humber allowed me to greatly develop my practical skills, strategic thinking, and writing voice. After graduating, I did freelance work for Re:word Communications. This included writing and editing website copy, blog posts, bios, metadata, and social media content.

Wildly Excited To Create

I love creative thinking, puzzle solving, and the kind of collaborative work where I feel like I’m contributing to a larger system. I really do hope you enjoy my portfolio, and I look forward to hearing from you.