Kauai Coffee

1024 683 Michael Kraabel

Designed and developed a variety of elements to bring the Kauai Coffee brand experience to life.  From the experience center to a subscription service.

The Challenge

The Kauai Coffee Company is one of those rare destinations in the world with such an incredible and authentic story that must be told to others.  Our challenge was to create a way that the Visitor Center experience could come to life, not only for those who visit but also for those who aspire to visit.

The Solution

After visiting the Kauai Coffee Visitor Center for the first time, I fell in love with the team members’ passion and enthusiasm for the company. Over several visits, I captured some of that essence on film and photography, helping to develop a unique brand book, a visitor center experience, and a catalog of beautiful photos taken around the estate.  The subsequent launch campaign included efforts to get visitors to the estate and subscribe to their DTC coffee subscription program.

Kauai Coffee Brand Photography

The Kauai Coffee Brand Book

Kauai Coffee Product Exploration

South Africa Overland

1024 717 Michael Kraabel

Embark on a journey where every path leads to the heart of South Africa—experience it like a local, live it like an adventure.

Project Challenge

Our client offers unique overland camping trips across South Africa, but they struggled to stand out in a crowded travel market. We needed to communicate the allure of their self-guided tours, promising an authentic, local South African experience, in a way that captures attention and drives bookings.

We decided to bring our Bishop+Rook brand to their overland camping experience as a co-branded opportunity.

Creative Approach

We cut through the noise with a direct, engaging campaign that leveraged real stories from travelers. Through social media, influencer partnerships, and immersive previews, we showcased the raw beauty and cultural richness of South Africa, accessible through our client’s tours. Our message was simple: this isn’t just a trip; it’s your gateway to truly live South Africa, like a local. This approach not only highlighted the uniqueness of the experience but also made it feel accessible and must-do, sparking interest and bookings.

Carmex – Half-Court Hero

1024 683 Michael Kraabel

I was the creative lead on a campaign that ultimately resulted in a “Viral Video for the Year Award” and a “My Sportcenter Moment” commercial.


Lebron James Half-Court Hero Contest

Carmex + Lebron James Half-Court Hero Campaign

This campaign was part of a larger outreach program to reach deep into the Carmex fan base. We developed an online promotion to build the Carmex database and expand their social media following.

As we didn’t have the money to be an official Lebron James sponsor, we opted to sponsor the new website – at a fraction of the cost.

Creative Brand Sponsorhips

As part of this sponsorship, we were responsible for developing content and promotions that would not only be on brand for Carmex, but also Lebron James.

The centerpiece of this campaign was an online sweepstakes where the winner would get a chance to win $75,000 grand prize if they made a half-court shot.  We negotiated the opportunity to have this half-court shot take place during a break in a Miami Heat game.  Our selected contest winner, Michael Drysch, made a miracle half court hook shot and the rest is viral history.

Media Tour

After Michael Drysch made the historic half-court hook shot, media calls started rolling in.  Within hours, we were booked on Good morning Miami, CNN, Inside Edition, Good Morning America, and had countless radio and media interviews.  The resulting media impressions were worth millions and Carmex saw an immediate up-tick in sales.

Media Impressions

The moment was captured live on TV and was immediately picked up  by Sportcenter and became an immediate international sensation. The Lebron Tackles Fan is the ESPN YouTube channel’s top-watched video of all time. Additionally:

Instant viral.
Top of Reddit.
#1 Play On SportsCenter.
3-day PR Tour on National TV in New York.
500 Million Impressions.
$7M worth of brand exposure.
30% Sales lift for two weeks during peak season.
Viral Video of the Year.

Stratasys Medical

1024 576 Michael Kraabel

Developed a comprehensive marketing program for Stratasys to showcase their work across the medical field.


Stratasys faces the significant challenge of showcasing its pioneering use of 3D printing and additive manufacturing in the medical field. The key difficulty lies in effectively communicating the complex and technical nature of their innovations to a diverse audience, including medical professionals, healthcare institutions, investors, and the general public. Stratasys needs to demonstrate the practical benefits and applications of their technology, such as patient-specific models and surgical tools, while distinguishing themselves in a competitive and rapidly evolving market.


To address these challenges, Stratasys can implement a multi-faceted strategy. Developing engaging case studies and success stories will illustrate the real-world impact of their technology in medicine, making the information more relatable and accessible. Hosting webinars and workshops with medical experts can further elucidate the benefits and future potential of 3D printing in healthcare. Embracing digital marketing, especially through social media, using visual and interactive content, can simplify complex concepts and reach a broader audience. Collaborations with medical institutions for joint research projects, and highlighting these endeavors through various media channels, will not only showcase Stratasys’ technology but also reinforce their position as a leader in integrating advanced 3D printing technology with medical science.

Smart Sense

1024 683 Michael Kraabel

Developed a comprehensive marketing campaign to highlight the importance of protecting your home’s gas appliances.  A simple device can save you from a dangerous situation.


Crafting a marketing strategy for a small connector fitting that attaches to a gas line, especially one that is typically concealed behind appliances, poses a unique challenge. This connector, although small and often out of sight, plays a crucial role in ensuring the safety and efficiency of household appliances. The primary difficulty lies in highlighting its significance in a way that resonates with consumers who rarely see or think about this component.


We needed to emphasize the connector’s reliability, durability, and crucial role in maintaining a safe home environment. This required innovative approaches that visually and conceptually brought this hidden but essential component to the forefront of consumer consciousness.  We burned down a house to show what happens when you don’t have this little device.

360 Degree House Fire Experience.

Digital Lead Generation Flow


1024 683 Michael Kraabel

Bishop+Rook Trading Co. specializes in the import, restoration, and bespoke building of vintage Land Rover Defenders.

Introducing Bishop+Rook

We specialize in sourcing, importing, and building vintage Land Rovers and Heritage Land Rover Defenders. We aim to ensure each vehicle we source or build retains its unique character, whether it’s an unrestored classic with original patina or a complete nut-and-bolt restoration.

With years of experience in the industry, Bishop+Rook has become one of the most recognized companies in the world for creating truly unique and classic Land Rover Defenders. We maintain operations in the US, UK, Spain, and sourcing operations through the entire EU to ensure a steady supply of interesting and unique Defenders to bring to the market.

The Brand Story

Since the beginning of the company, we have ventured to bring our customers along with the journey. We publish an extensive amount of material to help guide prospects through the adoption process.  We show what takes place behind-the-scenes in the workshop, believe in radical pricing transparency, and offer support to anyone considering owning a vintage Land Rover.

The company was started in late 2014 as a passion project but evolved and expanded over the years to become a leading full-service Land Rover Restoration company – with workshops worldwide.  We continue to maintain our status as an employee-owned company over the years – knowing that true craftsmanship can only come from hands-on work completed in our own workshops.

Carmex Half-Court Academy

1000 667 Michael Kraabel

I developed the concept for the Carmex Half-Court Academy film series to be used in coordination with a social media partnership with Lebron James.


It was less than a challenge, but more of an opportunity.  As part of our sponsorship with and his social media properties, we were allowed a certain number of posts and promotions each year.  As we were winding down a Half-Court Hero Online Sweepstakes, we need some extra ammunition to promote the contest. It was weeks away from the end, going into the holiday season when we got the challenge.


I quickly write up a script treatment for a multi-part Half-Court Academy Training Series that could be promoted on and his social media properties. We had a rough outline of a script and dialog, but got approval to run with the idea.  We rented out a local university gym and converted it to the set of our Half-Court Academy.  It was Christmas Even when we were filming, so the 18 hour day was a little exhausting.  We even passed on “wrap beers” that day.

Behind The Scenes

Inner Explorer

1024 819 Michael Kraabel

Developed a targeted media campaign focused on travelers seeking a more active vacation experience in a tropical environment – highlighted by real-world adventures.

We are Dominica

Dominica is beauty unspoiled. Culture preserved—a diver’s dream and hiker’s paradise.

Dominica is the trailhead to adventure and discovery, unlike any other Caribbean

Dominica features volcanic peaks, boiling waters, and underwater champagne springs.

Sparkling waterfalls, rushing streams, and rainforest canopies. On Dominica, we
celebrate music, art, and flowers.

We call ourselves The Nature Island. Not just because we believe it but because we have earned it. And once you step foot on our shores, you’ll forever be transformed.

We’re inviting you to discover your inner explorer.


Dominica is unlike her neighboring islands. She does not have mega-resorts, white sandy beaches, late-night discos, and adult entertainment.  She is a calm, natural paradise suited only for those with a sense of adventure.  While most people look to the Caribbean for a relaxing vacation, we were challenged to develop a campaign that would appeal to those with a more active experience in mind.


We wanted to showcase the Commonwealth of Dominica’s distinct allure: its rugged landscapes, rich cultural heritage, and diverse ecological wonders. This campaign needed to transcend conventional Caribbean tourism tropes, highlighting Dominica’s appeal to those who crave adventure, cultural immersion, and ecological exploration. The goal was to connect with individuals who value authenticity over luxury, and who are eager to explore the road less traveled.

Discover Adventure

Discovering Your Inner Explorer means leaving the chaos of the world behind and
renewing your sense of adventure.

Come hike our mountains, explore our beaches, and discover what it feels like to get
back to nature again and what it feels like to find your sense of place.

Drink in the fresh air.
Feel the smooth sand beneath your feet.
Stand in amazement at the natural wonders of the world.
Recharge your body and mind.
Change your perspective on life.

Uniquely Natural. Naturally Unique.

A rich tapestry of lush rain forests, rivers and waterfalls, with volcanic wonders on land and under the sea. The people of Dominica welcome you to share the beauty and tranquility of “Nature’s Island.”

To discover the rich culture of the people. An enriching Eco tourism experience. The physical challenge of extreme adventure. Or the serenity of a secluded spa retreat. When you discover Dominica, you discover yourself – and a Caribbean experience like no other.

We invited explorers to come to experience the true wonders of nature. Hike from the tips of the water’s edge to the highest peak on the island and declare their renewed love of life. Challenge their bodies, minds, and spirits to let go of the outside world and allow themselves to be transformed.

We used film and photography assets from a group of travel influences who were invited down to participate in the Dominica Film Challenge. We tagged the original travelers in both digital and print media, allowing prospective adventurers the opportunity to research and investigate the real people behind the photographs and the experiences. Primary photography by Sarah Lee and Alison Teal – an adventure travel team from Hawaii and Southern California.

3D Systems – Medical

1024 683 Michael Kraabel

Worked closely with 3D Systems Medical Divison to develop a campaign to support their field marketing, tradeshow, and lead generation programs.

United Heath Group

1024 682 Michael Kraabel

Responsible for developing a brand, campaign, and digital platform for aging populations looking to learn more about Medicare options from UHG.

The Challenge

Medicare, a crucial aspect of healthcare for retirees, often presents a complex landscape for those nearing retirement. Navigating its intricate rules and multiple parts, including Part A for hospital insurance, Part B for medical insurance, and Part D for prescription drug coverage, can be a daunting task. While Part C (Medicare Advantage Plans) offers an alternative, understanding the nuances of each plan and how they compare to traditional Medicare adds another layer of complexity.

Compounding this challenge is the scarcity of clear, comprehensive resources that can guide retirees through the Medicare maze. This often leaves many grappling with decisions about coverage options, enrollment periods, and potential penalties without a solid grasp of the implications for their health and finances.

The Solution

Recognizing the complexity of Medicare, I led the effort with United Health Group to launch an initiative called “Medicare Made Clear” to demystify the choices surrounding this vital healthcare program for retirees. This comprehensive campaign was designed to bring clarity and ease into understanding Medicare.

It encompassed a range of easily accessible resources, including informative print materials, engaging explainer videos, and a centralized digital platform. This platform served as a hub of knowledge, offering a wealth of information through a series of question-and-answer segments, interactive video modules, and targeted email messages.

Additionally, it featured a variety of topical articles, each tailored to address specific aspects and common queries about Medicare. This multifaceted approach aimed to empower individuals approaching retirement with the knowledge and confidence to navigate their Medicare options effectively.