Writer moves to the big city to work in fashion.This was supposed to be my blockbuster moment. Unfortunately, it didn't all go according to plan, which is a story for another time. But at least I got to do some kickass campaigns and see them all over Berlin and had this gig worked out fine I wouldn't be able to work with you.
The dream of copywriting
Since I grew too old for telling people I want to be a superhero, I knew I wanted to be a copywriter. My love for sneakers and seeing Mel Gibson work his magic in what What Women Want made me dream about writing fashion copy. With Zalando, I got to live that dream and work on two of the three biggest campaigns of the year, the summer campaign and the black Friday campaign.
My words in three countries
"As you dream it" was the briefed core concept of the 2023 summer campaign at Zalando. Starting form that, for the three German speaking countries, DE, AT, and CH, I went with the copy "Trage deinen Traum" (Wear your dream) and based the entire campaign on the idea of everyone to wear their dream outfits, no matter how crazy they are. Be a mermaid, be an astronaut, be a cowboy!
My words outdoors
I will forever be in love with the classic outdoor advertising and it was always an obsession of mine to see my copies on a classical billboard in a big city. Here's "Trage deinen Traum" in Berlin.
My words on TV
An of course my words made it to the screens as well. Unfortunately, this WP format does not allow me to upload video or embed them in the portfolio section section so you have to enjoy this GIF I made of the TV spot.
My words on social media
From the big screens to the smaller screen. To support our campaign we also went fully social. Here's just a example of a TikTok reel. It's lots of fun to come up with short captions for all the social media posts.
My words in a different language
For the Black Friday campaign, I also got to work on the RO campaign. Here, we went with the idea that everyone should wear whatever fits their style disregarding all fashion trends, so we cam up with the copy "Scrie-ți povestea" (Write your story).
The reality of content editing
We're probably end up working together so I have to be honest with you, editing is not my favorite thing. I'd always rather come up with my own stuff than check others'. But sometimes, like it was the case with Zalando where the content reminded me of my journalistic beginnings, editing can also be a fun project.
Guest Edit
is all about stars and their personal style; the pieces they wear, the cuts that fit them, and the brands they love.
Unpacked
is about icons of the fashion world, like Timberlands, Dunks, or Levi's jeans, their history, their place in culture, and the outfits they best blend into.
Cover story
is basically a very relaxed interview with a celebrity, a chat about life, projects, and experiences, everything with incursions in fashion and personal style.
Happening now
The title is self explanatory, we're talking here about trends, styles, and the the future of fashion.
Style bible
is similar to a guest edit but on steroids, so it goes much deeper into styles, trends, and brands.
