Campaign

    Toto

     1024 685 Michael Kraabel

    Toto challenged my team to explore different ways to introduce their innovative bidet to the hesitant US market by leveraging brand ethnography to uncover key insights, reframing it not as traditional luxury, but as a uniquely indulgent and transformative personal care experience. Challenge: Toto approached us with an intriguing assignment: introduce their cutting-edge bidet to…

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    DAP Barrier Foam

     1024 663 Michael Kraabel

    This is concept work for a a retail launch program for DAP Barrier Foam. The launch platforms and campaigns were designed to create a simple, yet memorable, connection between the new DAP Barrier Foam product and the professional contractor. Our goal was to change their buying routine and make the new DAP Barrier Foam the…

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    AVIV 613 Vodka

     1024 576 Michael Kraabel

    I guided AVIV 613 Vodka through the Brand Voyagers Model, helping to create a unique brand identity that connected deeply with its target audience, built a loyal community, and positioned the product as more than just a premium vodka, but a meaningful experience. The Challenge In a saturated ultra-premium vodka market, AVIV 613 Vodka needed…

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    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…

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    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…

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    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. CARMEX 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.…

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    Stratasys Medical

     1024 576 Michael Kraabel

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

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    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. Challenge 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,…

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    Bishop+Rook

     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…

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    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. Challenge It was less than a challenge, but more of an opportunity.  As part of our sponsorship with LebronJames.com and his social media properties, we were allowed a certain number of…

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