v2.0
Hot-air balloons above temples — supplied visual reference
Michael KraabelCuriosity, in practice

Creative strategist · Director · Photographer · Builder

Ideas, stories,
and experiences
that move people.

A creative partner blending strategy, design, storytelling, and technology—with a curious perspective.

Exploration is not just where I go. It is how I work.

Latest writing Three recent thoughts
  1. Life after AGI: A thought experiment on the paths we choose
  2. I Found Proof That The Cat Simulation Is Real
  3. The Presentation Deck They Never Saw

02 / The connective thread

Curiosity connects
what seems separate.

Cultures, brands, data, systems, creative challenges: the interesting work lives in the space between them. I follow the questions, find the human story, and make it tangible.

Different worlds.
One curious mind.

03 / Selected collaborations

Work shaped
by good questions.

Strategy, direction, photography, and the ideas that bring them together.

  1. Kauai CoffeeBranding, Campaign
  2. AVIV 613 VodkaBranding, Campaign
  3. Stratasys AnthemBranding, Directing
  4. Carmex Half-Court AcademyCampaign, Directing
  5. Dominica ChallengeCampaign, Film
  6. Camel Trophy DefenderPhotography
  7. Ecolab – EpicBranding, Directing
  8. 3D SystemsCampaign, Digital
  9. D-Link – Cloud CamerasCampaign, Directing
  10. Mastercraft – Anthem
  11. LyricBranding, Photography
  12. Bishop+RookBranding, Campaign
  13. CatikiBranding, Digital
  14. The Unplug ProjectBranding, Design
See all work
Two people beside a vehicle on a salt flat
04 / Out in the world

Look closer.
Think wider.

A point of view is made by what you notice.

05 / How I explore

Many ways
into the work.

01

Find the signal

Get curious about the people, patterns, and context underneath a creative challenge.

Strategy
02

Make the story matter

Shape the idea into something with feeling—through a brand, a frame, a film, or an experience.

Direction
03

Build what’s next

Follow a promising idea into new systems, tools, and ways of working.

Making
06 / Good companySelected names from a wide-ranging practice

Stratasys　·　Honeywell　·　CertainTeed　·　3M　·　Carmex　·　Dominica　·　Kauai Coffee　·　Hearth and Home　·　Survival　·　3D Systems　·　GreenFiber　·　DAP　·　Menards

07 / Thinking by making

Sometimes the
question needs a tool.

Some ideas are best explored by building. Case Studio is my agent harness for custom, job-specific applications. Chaos is its operating system. Kai means Kraabel AI.

Explore the creative technology

08 / Keep exploring

What are you
curious about?

Start a conversation
Minneapolis, Minnesota
Working everywhere.