tic tac Spot
“Girlfriends”
Agency: Heimat
Creative Director: Ole Vinck
It was 2010, the sun was blazing over Berlin, and I was a brand-new junior copywriter at Heimat. Barely settled at my desk, I had already written my first TV spot: “Girlfriends.”
I stood on set watching my idea come to life, unaware of how rare it is in this business for an idea to make it all the way from digital doc to camera lens. Call it beginner’s luck, call it naivety — either way, it was the kind of moment that sets the bar high for everything that comes after.
Heimat was where I learned the craft inside out: how to think sharper, push harder, and create work that actually lands. It shaped me more than any other agency I’ve worked at. Looking back, that first spot wasn’t just a TV commercial. It was my initiation into the creative world.
Click play below to see where it all began.
Schwarzkopf Professional
One of my freelance copywriting projects took me to Achtung!, where I worked on a full-scale B2B campaign for Schwarzkopf Professional.
From digital to print, I helped shape copy that highlighted the brand’s professional excellence while keeping it fresh and engaging. It wasn’t just about being creative. It meant understanding the nuances of the B2B beauty market and making sure each piece of communication truly spoke to Schwarzkopf’s professional audience.
Agency: achtung!
Cisco-Spot
“Cat”
I got my first taste of the recording studio at Heimat (recording for Hornbach, Yogurette, Hanuta, and more) and instantly understood why it’s one of the best parts of creating. There’s magic in hearing your words come to life.
That feeling returned when I worked on Cat for DDB, the German version of a campaign by Goodby Silverstein & Partners. Different market, same excitement: watching a concept leap off the page and into sound and motion never gets old.
Agencies: DDB,
Goodby Silverstein & Partners
Volkswagen
Retail
Agency: DDB,
Creative Directors: Florian Wagner, Gordon Schmidt
At DDB Berlin, I joined a newly formed team led by Florian Wagner and Gordon Schmidt, whom I already knew from SelectNY. Our main focus was Volkswagen retail marketing, though we also supported clients such as SEAT, Miele, MAN, and others. For Volkswagen, the scope was broad — ranging from digital and print retail campaigns to trade materials, handbooks, and even video games.
I worked closely with Cindy Huchatz and Fuat Sinmaz, crafting content that reached both dealers and customers. Presenting our work in Wolfsburg always added an extra layer of excitement.
Secret Escapes
Sales Copy
Client: Secret Escapes
Pssst… the real secret behind Secret Escapes? Someone has to make all those luxury deals sound irresistible. Guilty as charged.
As a freelance copywriter for Secret Escapes, I spent my time turning five-star hotels and far-flung dream destinations into copy that made people want to book on the spot. From sun-drenched beaches to chic city breaks, I crafted countless descriptions that sold the fantasy while staying grounded.
After writing what felt like 100,000 of these getaways, I can now reel off details about luxury resorts across the globe without ever leaving my desk. I still haven’t stayed in half of them… but my words have sent plenty of others packing their bags. And naturally, all that research and writing eventually inspired me to set off on some travels of my own—because sometimes you have to follow your own copy.
Kayak Spot
“Kraken”
Back when advertising still demanded blood, sweat, and far too many late nights, Jorinde Leonhardt and I found ourselves on the rooftop of Heimat Berlin, searching for an idea with… bite. Out of that cloudy afternoon came “Kraken” — a key visual for Kayak.com that was as bold as the platform itself.
Click play below to meet the Kraken.
Agencies
Goodstein & Fram
achtung!
C3-Creative Code
DDB
Aimaq von Lobenstein
Mackat
SelectWorld
Heimat
Butter Berlin
Brands
AEG, Aktion Mensch, Apollo Optik, BBBS, Berliner Pilsener, bibop, Chimosa, Cisco, CNN, Cornelsen, DIE BADGESTALTER, DZ Bank, Douglas, DZ Privatbank, Emmi, Ergo Direkt, Ferrero, GND, Hanuta, Head Tennis, Hornbach, Immobilienscout24, KAYAK, Kinder Pingui, Köstritzer, LICHER, MAN, Maxi King, McFIT, Meister der Elemente, Miss Sporty, Noris Bank, NKD, Onken, Penny, Playboy, Rocher, Schwarzkopf Professional, SEAT, Secret Escapes, SHK, Sticks’n’Sushi, Strict Distribution, Tic Tac, Thalia, TNT, Tourismusverband Brandenburg, TUI, Villeroy & Boch, Volkswagen, Warsteiner, WWF, Yogurette, ...