Michael is Managing Partner of 90 Degrees West, a media creation studio offering editorial, motion graphics and sound design services to leading advertising agencies and corporations. Rosenthal founded the studio with three partners - Scott Conger, Ellen Legow and Scott Whiteaker - in October, 2008. 90 Degrees West
After graduating from the University of Missouri School of Journalism, Michael jumped into television news as cameraman, producer and editor for the NBC TV station in Oklahoma City before moving on to assignments for national television news programs, including ABC’s 20/20 and Nightline and NBC’s Today Show. He flew with the Blue Angels and stood on top of the Gateway Arch; interviewed Presidents, death row inmates and Heisman Trophy winners; covered violent labor disputes, oil well fires and husband-calling contests; shot from trains in
tunnels, barges on the
and helicopters chasing tornados across Oklahoma. His assignments took him to prison farms, operating rooms, Native American pow-wows, World Series dugouts, coal mines, Governors' mansions and a small-town pool hall with Minnesota Fats.
His work in television news received numerous recognitions, including three Emmy Awards and the title “Regional Cameraman of the Year” from the National Press Photographers Association.
In 1982, he left the newsroom to start a video production company, which he initially ran from his house. By 1999, it had grown to 32 employees operating from the largest and most technologically advanced television production facility between Chicago and Dallas. As it grew, Technisonic Studios established a reputation for producing critically-acclaimed content that helped win hundreds of regional, national and international awards for its clients, including more than 60 Emmy and Addy awards.
All the while, he maintained an active role as a cinematographer. His assignments in the corporate world included shooting an Anheuser-Busch newborn Clysdale taking its first step, Clipper Cruise ships sailing through the Virgin Islands, SBC linemen installing fiber optic cables underground, Emerson Electric employees developing new technologies in
and turkey farmers using Monsanto feed supplements in rural Georgia.
In the late 90's, he co-founded The Evergreen Project, a collaboration with the
that produced a series of educational videos and websites about the Earth’s ecosystems. That project once again took him on a global odyssey, shooting sharks in the coral reefs off the coast of Belize, caribou on the tundra in Alaska, alligators in the Florida Everglades, ancient Douglas fir in the temperate rainforests on the Olympic peninsula and hermit crabs on the shorelines of the
barrier islands. The video series has been used by elementary schools in all 50 states.
In 2000, he sold Technisonic Studios and took a refreshing break from business before coming back into the creative world with his three partners,who were united by a passion to bring an intelligent new level of media design to the St. Louis advertising and marketing community.