“You sending the Woolf?….Shit man, that's all you had to say!” - Jules Winnfield • MWW
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“You sending the Woolf?….Shit man, that's all you had to say!” - Jules Winnfield • MWW •
BIO
Mike has been at the warm, beating heart of the Austin advertising scene for over 25 years.
During a seven-year run at GSD&M as a writer and creative director, he helped launch Southwest Airlines’ iconic “Wanna Get Away?” campaign, had Lyle Lovett star in a Texas Tourism spot, and wrote more than 80 commercials for brands including Macaroni Grill, the Texas Lottery, Southwest Airlines, AT&T, Gumout, and The Dixie Chicks.
In 2000, he left GSD&M to direct and founded Beef and Pie Productions. But he never stopped writing. As a freelancer, he wrote the Whataburger campaign that helped Mc-J win the account — and that work ran for years. With longtime partners at Austin Beerworks, he helped create the legendary 99-Pack campaign and recently developed the drink and brand High Five THC Seltzers from scratch.
Many of the commercials Mike directs are written by him — sometimes in tandem with an agency, sometimes directly with the client. Directing has made him a better writer: one who understands budgets, logistics, and what’s actually attainable on screen. That comes from a career’s worth of real-world experience.
He’s won just about every award in the business — except a Clio, for some reason. Don’t hold this against him. The judges that year!!
When Mike isn’t writing advertising, he’s making documentaries. He’s directed seven short docs and a feature that have all premiered at SXSW. Most recently, he’s spearheaded an entire Austin-history documentary website — filled with original short docs, deep stories, and living archives — at 23rdStreetMural.com.
All of this creation and collaboration makes Mike an excellent writer for hire, whatever you’re building.
Kind Words
“Mike writes like a director and directs like a writer.”
Part One
“As much as I would love to write something so funny and poignant that you’d hire Mike on the spot - I can’t do it because I don’t have Mike to help me write it. It’s pretty annoying. After working together for 15 years, what I find even more annoying is that Mike doesn’t have any of the baggage that should come with being a great writer. He’s kind and generous, punctual and organized. He even has the nerve to be a good husband and dad. It makes me sick.”
Part Two
(I told Michael that was nice but it didn’t rhyme.)
“I’ve worked with Mike Woolf for years on end,
Writing beer copy together - a partner, a friend.
He’s smart, he’s funny, a total pro, too,
And somehow makes it look easy to do.
If you want sharp writing that actually sells,
From someone who’s kind and rarely smells,
Hire Mike Woolf.”
“Mike’s not just a pinch hitter he’s a pinch partner. He nestles in like he’s been part of your company all along.
Mike has an open, assuring presence. He’s universally likable. But it’s also his speed to value. He’s inquisitive, self-driven, and thoughtful – which gets him to quality, fast. And while Mike can dream up big, scalable ideas, he can also write, direct, shoot, edit, and rattle off obscure facts about the Rolling Stones.
Great to have around.”
“After eight years of working together, I can honestly say Mike is one of the funniest and most creative writers and directors out there. He is incredibly collaborative and has a rare ability to take ideas and turn them into something truly magical. Whether it’s concepting, writing, or production, he always elevates the work. Beef & Pie is a perfect extension of his talent, and I look forward to working with him on the next project.”
“If the measure of a creative is in the jealousy their ideas incite in other creatives, Mike has been at the top of his game for a long time. Always consistent. Always involved in something fun. Always coming up with something surprising and new. Highly recommend Mike for any and all projects.”
“I have never had more fun writing than when it’s with Mike. He doesn’t just bring laughs, he churns out killer copy that makes an impact for brands.”
“Mike always produced the work that you wish you had done. In actuality, he just made tough accounts look better than they were. Mike was also one of those employees that was the tip of the spear of a fun culture. Always fun, energetic and positive, he is famously known for repeating the phrase, “It’s all good.” He’s one of those guys I like to call “A good human being.”
Clients
From national brands to local legends. Follow the links for additional TV, radio and video treats.
Alamo Drafthouse / American Airlines / AT&T / Austin Beerworks / Beef and Pie Productions / Blix Electric Bikes / The Brown Building / Budweiser / Bud Lite / Chili’s / Clay Imports / The Dixie Chicks / Food Network / Freebirds / Frost Bank / Gardenburger / Grand Marnier / Homeslice Pizza / Johnny Carino’s / Kinko’s / Kiolbassa Sausages / Krakatoa Hot Chips / Lennox / Livestrong / Macaroni Grill / NASCAR / Norwegian Cruise Lines / 7-Eleven / Pennzoil / Seattle Monorail / Schlotzsky’s / Shiner Beer / Southern Comfort / Southwest Airlines / Stripes / Taco Cabana / Texadelphia / Washington Post / Wheatsville Coop / Whataburger / Whole Foods / Woolf and Woolf Optometry