Connector of People. Brands. Culture.
I'm Michael Shawn Tucker (MST if you're short on time or surrounded by too many Michaels). I'm an executive marketing leader who specializes in unlocking creativity and cultural relevance to drive real brand growth.
Culture moves fast. Brands that get it, win. I've spent 15+ years making those connections happen, bridging culture and business strategy for iconic brands like Intel, HP, Unilever, Kaiser Permanente, Netflix, Heinz, McDonald's, and Forever 21.
I've led global teams at TBWA\Chiat\Day, Cashmere, Campbell Ewald, and RAPP, plus helped launch The Salon, IPG's culture-first consultancy. My work has earned recognition at One Show, D&AD, Cannes, and the Shorty Awards. I've been published in the Washington Post.
I'm that person who sees a TikTok trend at 6 AM and knows exactly which brand should jump on it by lunch. I have a knack for zigging when everyone else is zagging.
I believe the best marketing doesn't feel like marketing. It feels like culture people want to join. I thrive in complex organizations, love connecting creativity to business growth, and find the sweet spot where authentic storytelling creates real impact.
Ready to create work that moves both people and the bottom line?
Let's make something that matters.
Previous Clients
Select Work
MUSTARD X MUSTARD
The whole world was yelling "Musssstarrrrd!"… and we were here for it. With Mustard x Mustard, we helped Heinz do more than chase culture, we helped them partner with it. In a true meeting of worlds, Heinz teamed up with GRAMMY-winning producer Mustard to drop a limited-edition collab that turned heads, sparked memes, and redefined condiment clout.
From custom bottles to bold creative and social buzz, this was a cultural moment.
Client:
HEINZ
Campaign:
MUSTARD X MUSTARD
Forever LA
Forever 21 was ready to reintroduce itself and connect with a new generation of shoppers by tapping back into its cultural roots—Los Angeles.
We brought the brand home with Forever LA, a campaign that celebrated the eclectic, expressive style that’s always defined both LA and Forever 21.
From Venice to Hollywood, we showcased curated looks inspired by different neighborhoods, turning the city into our runway. We turned TikTok creators into the models for the campaign and collaborated with artists/tastemakers each being selected to representing the vibe of a neighborhood.
Murals popped up across LA, and in-store layouts were transformed to let shoppers “shop the city” like a local.
It wasn’t just a campaign. It was a homecoming.
Client:
Forever 21
Campaign:
FORVER LA
TRESemmé: Next Gen
TRESemmé wanted to modernize its brand and show up in culture in a way that felt fresh, elevated, and unmistakably now.
To do it, we partnered with the legendary choreographer Parris Goebel and the USA Artistic Swimming team to launch a new water-infused product, bringing her signature style to a bold, cinematic performance centered around water choreography.
We dropped the spot during the Super Bowl pregame, just moments before Parris’s choreography took center stage with Rihanna’s iconic halftime show.
The timing—and the cultural relevance, couldn’t have been better.
Client:
Unilever // TRESemmé
Campaign:
PRO INFUSION LAUNCH
Marriott Bonvoy x Shaboozey
To help Marriott Bonvoy build authentic cultural relevance, we developed a strategy rooted in identifying rising voices shaping the cultural conversation.
As Shaboozey emerged as a breakout artist, we facilitated a collaboration between Marriott, Billboard, and the artist during the Billboard Music Awards.
The result: a powerful cultural moment that placed Marriott at the center of music, travel, and influence, showing up where culture is being created, not just where it’s consumed.
Client:
Marriott Bonvoy
Campaign:
Shaboozey + Marriott
#OwnTheCurve
During the pandemic, Kaiser Permanente wanted to reach Gen Z with a message that felt empowering, not preachy—so we met them where they were: TikTok.
We launched the #OwnTheCurve challenge, encouraging young people to take control of their health and help flatten the curve. To kick it off, we partnered with then-rising star Addison Rae and a diverse lineup of top creators who brought the message to life through dance, humor, and raw authenticity.
The result? A viral movement with over 8 billion views on TikTok: proof that when the message is right and the messengers are real, Gen Z shows up.
Client:
Kaiser Permanente
Campaign:
#OwnTheCurve
Intel X Labron James
Intel engaged us to help build trust in the next generation of technology—specifically, autonomous vehicles powered by Intel innovation. Building trust in a driverless future meant partnering with one of the most trusted figures in global culture: LeBron James. Together, we launched a 360° global campaign encouraging the world to be fearless.
From bold storytelling to immersive digital experiences, we showed how Intel’s cutting-edge tech is driving us all toward a smarter, safer, and more confident tomorrow.
Client:
Intel
Campaign:
Intel X Labron: Fearless
