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 plastered across Berlin. Had this gig worked out fine, I wouldn't be able to work with you. :)
The dream of copywriting
Since I grew too old to be 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 Women Want made me dream about writing fashion copy. With Zalando, I got to live that dream and work on two of their 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 from that, for the three German-speaking countries—DE, AT, and CH—I went with the copy "Trage deinen Traum" (Wear your dream) and built the entire campaign on the idea of everyone wearing their dream outfits, no matter how eccentric they are. Be a mermaid, be an astronaut, be a cowboy!
My words outdoors
I will forever be in love with classic outdoor advertising, and it was always an obsession of mine to see my copy on a classic billboard in a big city. Here’s "Trage deinen Traum" spotted in Berlin.
My words on TV
And of course, my copy made it to the screens as well. Unfortunately, this site's layout does not allow me to upload video or embed it in the portfolio section, so you have to enjoy this GIF I made of the TV spot for your viewing pleasure.
My words on social media
From the big screens to the smaller screens. To support our campaign, we also went fully social. Here's just an example of a TikTok video. It's a true creative playground to come up with short captions for all the social posts.
My words in a different language
For the Black Friday campaign, I also got to work on the Romanian campaign. Here, we pushed the concept that everyone should wear whatever fits their style, defying all fashion trends, so we came up with the copy "Scrie-ți povestea" (Write your story).
The reality of content editing
We'll 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 polishing existing copy. But sometimes, as 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, Nike Dunks, or Levi's jeans—their history, their place in culture, and the outfits they make pop.
Cover story
is a laid-back interview with a celebrity, basically a chat about life, projects, and experiences, all with deep dives into fashion and personal style.
Happening now
The title is self-explanatory: we're exploring trends, styles, and the future of fashion.
Style bible
is similar to a guest edit but cranked up to the max, so it fully immerses in styles, trends, and brands.
