Brand Awareness Campaign
OVERVIEW
Semihandmade’s BOXI cabinet line is built for real life: modern, functional design—designed to handle the everyday. We launched the Cabinets Built for Chaos brand awareness campaign to spotlight how BOXI stands up to life’s beautiful messes, from muddy paws to kid-made disasters. The campaign spanned organic and paid social, video, email, blog, and out-of-home placements—meeting new audiences wherever they scroll, click, or walk by.
Through creative and messaging, we emphasized what BOXI does best: cabinets that are not only beautiful but also easy to clean and incredibly durable—built to take whatever life throws (or spills) at them. The tone was warm, relatable, and a little irreverent—celebrating chaos with a wink.
GOAL
Drive brand awareness and increase engagement with new audiences by shifting the visual narrative away from aspirational perfection to something more real, playful, and relatable. We also wanted to test performance creative to understand what chaos resonates.
CREATIVE STRATEGY
I concepted a campaign that embraced the perfectly imperfect: well-made cabinets surrounded by the beautiful mess of life. I developed the creative brief and pre-pro deck and directed the shoot working with a dream team of external creatives—photographer, videographer, stylist, set designer, kid models, and Winston 🐾.
The shoot was wild (and sticky), but it came together beautifully. Photographer Jenna called it “the most memorable brand shoot I’ve worked on.” It certainly was! Our hero video and stills captured chaos across the spectrum—from spilled cereal to crayon scribbles—and carried a tone that felt honest, a little cheeky, and on-brand.
This was more than a brand shoot—it was a values statement: that beauty and mess can exist in the same frame—and that BOXI is built for both.
RESULTS
We tested multiple scenes across paid ads (I hypothesized the smoothie explosion to win) and discovered the the dog creative was the top performer 🐾. We scaled that image across every channel. When we posted the teaser on Instagram, people went wild, sharing stories of kids' messy kitchen moments; engagement saw a 30% increase, fueled by the viral response to our post.
Campaign led to an average 8% increase in site traffic over four weeks.
A/B tested copy tone on paid—more straightforward messaging consistently outperformed clever or cheeky lines.
Reused assets across blog, email, Pinterest, IG, and TikTok with strong engagement from both existing and new followers.
top performing image
