case study

With spring approaching, interest in outdoor spaces surges—but many homeowners still feel intimidated by the idea of landscaping. They see it as a task for professionals, not something they could take on themselves. For Stihl, this meant an untapped audience: people who love their gardens but lack the confidence to fully engage with them.

The campaign “Your Inner Landscraper” reframes landscaping as something anyone can do—with the right tools. Through an empowering message and inspiring visuals, we encouraged people to embrace gardening as a passion and get hands-on with their outdoor spaces.

The creative approach focused on accessibility and emotional connection. We highlighted relatable, everyday individuals—not experts—using Stihl’s reliable, easy-to-use tools to transform their gardens. By positioning Stihl as an enabler of creativity and self-expression, the campaign helped demystify landscaping and expanded the brand’s reach into hobbyist and DIY segments—just in time for spring.

Developed the visual identity and execution of the «Your Inner Landscraper» concept. From crafting the key visual elements and product integration to defining the tone and pace of the messaging, I ensured every asset encouraged approachability and motivation.

I also collaborated closely with the copywriting and marketing teams to bring consistency between visuals and voice, reinforcing the idea that landscaping isn’t just for pros—it’s for anyone ready to dig in.

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