Tool Appoints Michelle Towse Managing Director of Content

Creative production partner Tool has appointed Michelle Towse as managing director of content, effective immediately.

Michelle will be tasked with overseeing Tool’s roster of commercial directors and building out content strategy as the company continues to expand. Based in New York City, Michelle will report to Dustin Callif, president of Tool and work alongside Adam Baskin, managing director of experience to grow Tool strategically and responsibly at the intersection of brand storytelling, AI and content production.

“Michelle is a perfect fit for Tool for two major reasons—she understands that our industry is at a major inflection point, and she’s passionate about helping directors to navigate through it,” said Dustin Callif, president of Tool. “Her reputation within the industry is unmatched, and we’re so excited to welcome her into the Tool family.”

Michelle brings a deep trove of film, print, branded and social content production expertise to her role, having worked at Station Film for over a decade as executive producer then partner. Throughout her career she’s worked tirelessly to better the world of production, serving as a black and white printer for Annie Leibovitz and Danny Clinch, and a freelance line producer for esteemed commercial directors, including David Shane, Harold Einstein, and Irv Blitz through hungryman, HSI, Biscuit, MJZ.

"I'm not afraid of change—especially when it's the right kind. Tool is leaning into what's next for advertising while still honouring what works. It’s a company where innovation and craft live side by side, and that’s exciting to me,” said Michelle. “I look forward to building upon that momentum, supporting this incredible roster of directors, and being part of a company that’s not just evolving, but leading.”