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FAB Defense

Keep it Real

The Story

We live in a world where people value style over substance. Fashion over function. But that doesn’t slide with real shooters. Real shooters deserve gear that serves a real purpose. So, we positioned FAB Defense as makers of gear that shooters want and need – without playing games. Since FAB Defense is a leader of cutting-edge tactical equipment based out of Israel, another one of our jobs was to bring them stateside into the United States. Challenge accepted.

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The Details
  • Studio product photography
  • New product launches and tradeshow support
  • Multiple full-page print ads targeted for American outdoor publications
  • Brand storytelling and tone of voice positioning
  • Product promotional advertising planning – traditional and digital
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The Results
  • Broke FAB Defense into the U.S. market
  • Increased brand recognition with an Americanized identity
  • Created campaigns to compete with top-dog accessory companies
  • Reached over 6 million people through our digital strategy
 

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