Two Minutes With UNIT9 Founder Michelle Craig in Muse by Clio

April 5, 2024

“Michelle is an award-winning director, writer, creative director and founder of UNIT9, a multidisciplinary studio working across films, experiential and digital. Her directing efforts include campaigns for Samsung, Netflix, Spotify, Lionsgate and Amazon, among others.

We spent two minutes with Michelle to learn more about her background, her creative inspirations and recent work she’s admired.

Michelle, tell us …

Where you grew up, and where you live now.
I grew up all over the place! Germany, The Highlands and Islands of Scotland, Hong Kong. I now live in a city of incomers, the beautifully complicated Los Angeles.

How you first realized you were creative.
When I felt most at home immersed in stories. Reading them, writing them, making them up on long car journeys … I loved getting lost in a narrative world. Everything is a story.

A person you idolized creatively early on.
Jim Henson, creator of The Muppets. I lived for those characters.

A moment from high school or college that changed your life.
Getting arrested by the military police. Long story. More than 2 minutes!

A visual artist or band/musician you admire.
Beverly Glenn-Copeland. Pure magic.

A book, movie, TV show or podcast you recently found inspiring.
Salt Slow, a collection of short stories by Julia Armfield.

One of your favorite creative projects you’ve ever worked on.
‘Most Shocking Second a Day.’ The film was created for Save the Children to help audiences understand the devastating effect of the humanitarian crisis engulfing Syria’s children during the war. We did this by shooting in a ‘second a day’ style and shifting the conflict to a dystopian London as a narrative device to really shock the audience and make sure the message hit home.”

Read more on Muse by Clio!