Verse + Hook partnered with the Michigan Growth Office on a year-long engagement: research, strategy, and campaign activation.

We built the Michigan Creative Economy Report from the ground up. 447 statewide survey respondents, 22 focus group participants, 110 targeted creatives. From that research, we developed and launched #MIMoment and Make It Michigan, activating a statewide creator network with measurable impact across impressions, reach, creator participation, and live events.

The deliverables: a full research report, creative platform, campaign assets, and executive presentations. All executed under tight timelines and state approval processes. The goal: shift perception, retain talent, and drive long-term population growth for the state of Michigan.