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)

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