COPYWRITING
ASICS
INTERNATIONAL IMAGE CAMPAIGN
The “talking shoes” campaign concept was based on the Asics' brand claim: Intelligent Sport Technologies. My headlines (DE|EN) were translated into several languages Europe-wide.
Role | Copywriting (English & German)
Agency | ARS Berlin
RUND
RUND is not just another magazine about football. Their USP was having an unconventional journalistic background, which gave them a completely new perspective on the well-known ball game. My headline concept reflects their approach by using unusual scenarios that create familiar football images in the readers' minds.
English examples: “Men are afraid of a piece of cardboard, but stop bullets with their bodies”.
“Heterosexual men wear make-up, while friendly countries shoot each other".
LAUNCH CAMPAIGN FOOTBALL MAGAZINE
Role | Concept & copywriting (German) for headlines and radio spot
Agency | ARS Berlin
LES D’ARCS
INTERNATIONAL IMAGE CAMPAIGN
The newcomer fashion brand based in Berlin stands for “radical self-expression”
— pushing gender boundaries with their unconventional collection.
Role | Concept & copywriting (English)
Agency | Direct freelance client
EU CLAIM
“How can we screw you today, Sir?” Feels familiar? We created this imaginary airline company as part of an awareness campaign for EU-Claim — a service to request a refund for delayed flights.
Users were asked in this campaign to share their worst airline experience and win a NYC trip.
Role | Concept & copywriting (English)
Agency | St. Elmos, Berlin
“FLYING FUCK” CAMPAIGN AGAINST BAD AIRLINE SERVICE
HEINEKEN
HEADLINE CAMPAIGN | SWITZERLAND
This campaign consisted of a range of ads for Print, billboards and in-club advertisements with the bottle being the hero.
Role | Copywriting (German)
Direct client | Heineken Switzerland
GERMAN POLITICAL PARTY “DIE GRÜNEN”
BILLBOARD CAMPAIGN FOR EUROPEAN ELECTIONS
During times of rising right-wing populism in Europe, the German green party took a brave stand.
Role | Concept & copywriting (German)
Agency | Zum Goldenen Hirschen, Berlin
VARIOUS CLIENTS
CREATING BRAND NAMES AND CLAIMS
CRM programme from German drugstore giant DM, parent-child accompaniment from pregnancy until the age of 12
Avant-garde fashion label
Contemporary fashion label
Facebook app for creating and printing individual photo books
Naming analysis for digital law center of the University of Geneva
eBay for guns
Claim for the German cinema association
Role | Concept & copywriting (English & German)
Agency | Many direct freelance clients (DM for Odditiy agency, Kino for TLGG)
