ABOUT ME
Michelle, more known as Choi, is the youngest Creative Director at FP7 McCann.
Coming from the Philippines, with over 7 years of experience in the business, she's won over 70+ awards, including Cannes, D&AD, Clio, One Show, Spikes, AdStars, AdFest, Epica, Cresta and other shows.
At 25, she created the first national typeface for the Philippines. In 2021, won the Philippines’ only Design Lion. In 2022, the country’s only D&AD pencil and hopped on over to Dubai. Over her career, she has consistently remained within the top 30 creatives of the country.
Now, she works for the most awarded creative agency in MENA. She’s worked on Adidas for the World Cup last 2022, IKEA’s ‘bring on the mess’ campaign this 2023 and has had multiple campaigns launched with global brands like PEPSICO, Betty Crocker, Nestle, Unilever and more. Recently, she just broke the all-time record for the biggest business win of FP7 McCann with NEOM.
contact me at michelletco@gmail.com
As early as 8, I knew I wanted to be a creative.
This is the actual letter I wrote to Santa, clumsily written with a typewriter, basically asking for a Macbook and a tablet. What. A. Nerd.
The dream’s never changed since.
Eventually, I got my hands on that magical device I asked Santa for.
At 25, I found myself in BBDO.
A little over my first year, I got featured on Esquire being the designer behind the first Filipino typeface on a tourism campaign.
And at another point in my life, I decided to have a fringe and was a lecturer to design university students.
Sometimes, I get asked about how we can build a better world with sustainable design.
Now, I’m in Dubai, where I balance being a Creative Director at McCann Dubai with scuba diving, skateboarding, fountain pen collecting, sketching, hiking and planning how to get my next Cannes.
2014-2015 // PHILIPPINE GOVERNMENT / WORLD BANK COMMS SPECIALIST
2015-2020 // ART DIRECTOR IN BBDO GUERRERO
2020-2021 // ASSOCIATE CREATIVE DIRECTOR IN BBDO GUERRERO
2022-2022 // ASSOCIATE CREATIVE DIRECTOR FP7 MCCANN DUBAI
2022-PRESENT // CREATIVE DIRECTOR AT FP7 MCCANN DUBAI
EXPERIENCE
IKEA, ADIDAS, PEDIGREE, NESTLE, MARS, PEPSICO, M&MS, SNICKERS, THE DEPARTMENT OF TOURISM (PHILIPPINES), ANLENE, PUCK, ARLA, UNILEVER, EMIRATES NBD, BETTY CROCKER, HONEY STARS, KOKO KRUNCH, TRIX, CHEVROLET, JOHNSON AND JOHNSON, AND NEOM.
HERE’S A BUNCH OF BRANDS I WORKED ON THAT I NEED YOU TO IMAGINE AS LOGOS
2023// Adfest 2023: Silver (Media Lotus)
2023// Kidlat Awards: Silver (Audio)
2023// One Show: Shortlist (Green Pencil)
2023// ANDY Awards: Finalist (Health & Wellness)
2023// Clio Awards: Silver (Design)
2022 // Cannes: Shortlist (H&W Industry Craft)
2022 // D&AD: Wood Pencil (Packaging Design / Consumer - Single)
2022 // Caples: Bronze (Planet Earth)
2022 // Caples: Bronze (Healthcare)
2022 // Caples: Silver (Innovation)
2022 // Adfest: Gold (Consumer Products)
2022 // Adfest: Bronze (Sustainable Design)
2022 // Adfest: Silver (Packaging Design)
2022 // Spikes Asia: Silver (Design)
2022 // Spikes Asia: Silver (Art Direction)
2022 // Spikes Asia: Bronze (Design - Social Impact)
2022 // Spikes Asia: Bronze (Healthcare Product Innovation)
2022 // One Show: Finalist (SDG)
2022 // AWARD Award: Bronze (Product Design)
2022 // NYFA: Finalist (Best New Green Package Design)
2022 // NYFA: Finalist (Package & Product Design: Best Use: Innovation)
2022 // Gerety Awards: Silver (Product & Packaging Design)
2022 // Design Week 2022: Winner (Design, Climate, Action: Designing Sustainably)
2021 // ADSTARS: Silver (Outdoor)
2021 // ADSTARS: Silver (Pharma)
2021 // ADSTARS: Silver (Packaging)
2021 // ADSTARS: Silver (Direct)
2021 // ADSTARS: Silver (Media)
2021 // ADSTARS: Crystal (Diverse Insights)
2021 // Cannes: Bronze (Design)
2021 // Cresta: Gold (Design)
2021 // Epica: Silver (Health and Beauty)
2021 // Kinsale Shark Awards: Grand Prix (Packaging)
2021 // One Show: Bronze (Design)
2021 // Kidlat Awards: Bronze (Art Direction)
2021 // Kidlat Awards: Bronze (Direct)
2021 // Kidlat Awards: Silver (CSR)
2021 // Kidlat Awards: Silver (Outdoor)
2021 // Kidlat Awards: Silver (Film)
2021 // Kidlat Awards: Silver (Film)
2021 // Kidlat Awards: Bronze (Film)
2021 // Kidlat Awards: Bronze (Film)
2021 // Kidlat Awards: Bronze (Film)
2021 // Kidlat Awards: Bronze (Film)
2021 // Kidlat Awards: Bronze (User-Generated Content) “Be Part of the Font”
2021 // Kidlat Awards: Bronze (Best in Art Direction) “Be Part of the Font”
2021 // Kidlat Awards: Bronze (Best in Typography) “Be Part of the Font”
2021 // ADA: Silver (Typography) “Barabara Typeface”
2021 // Kidlat Awards: Bronze (Creative Use of Media)
2019 // Cannes: Finalist (Digital Craft Lions Digital Illustration)
2019 // Cannes: Finalist (Digital Craft Lions Overall Aesthetic Design))
2019 // Adfest: Silver (Interactive Lotus)
2019 // Adfest: Bronze (Design Lotus)
2019 // Kidlat Awards: Gold (Design Craft)
2019 // Kidlat Awards: Silver (Creative Technology and Media)
2019 // Kidlat Awards: Silver (Art Direction Craft)
2019 // ADA: Gold (Illustration)
2019 // ADA: Bronze (Integrated Design)
2018 // Epica Awards: Shortlist (World Cup Advertising)
2019 // Spikes Asia: Bronze (Digital Craft)
2019 // Spikes Asia: Shortlist (Design)
2019 // Cannes: Finalist (Digital Craft Lions Digital Illustration)
2019 // ADA: Bronze (Integrated Design)
2018 // Epica Awards: Shortlist (World Cup Advertising)
2018 // Cannes: Shortlist (Design)
2018 // ADA: Gold (Digital)
2018 // Kidlat: Bronze (Best Character Design)
2018 // Kidlat: Bronze (Best Art Direction)
2018 // Kidlat: Bronze (Best Art Direction)
2018 // Kidlat: Bronze (Digital Solutions)
2018 // Kidlat: Bronze (Creative Storytelling)
2018 // Ripple Awards (Best Local Activation)
2018 // Ripple Awards (Best use of Emerging Media)
2018 // Ripple Awards (Best Creative for Community Development)
2018 // Spikes: Shortlist (Transit)
2018 // Adstars: Shortlist (Design)
AWARDS