My interview at SelectNY (later SelectWorld) stuck with me for one reason: Berend Brüdgam, the Creative Director, leaned back in his chair and said, “You can actually write. Most copywriters can’t.”

Soon after, I was working with designer Alexandra Helmgens on projects that were anything but small: the 260-page B2C catalog Bäderwelten and the B2B brochures 360 Silver and 360 Violet. Our base of operations was not only Berlin, but also Mettlach — which meant trips to the company’s headquarters and castle. And while I’ll admit I’ve always had a weakness for castles, what really made this project stand out was the trust I was given.

By the time I joined, the Bäderwelten catalog had already derailed several times. Together with Villeroy & Boch Marketing Director Brill, we pulled it back on track and finally brought it across the finish line. Not exactly smoothly, but absolutely successfully. There was something deeply satisfying about seeing a project that stubborn finally come to life.

Looking back, I count this as one of my copywriting highlights — not only because the work was strong, but because the process itself was memorable: the teamwork, the laughter, the drives to a castle that made deadlines feel just a little more dramatic.

I loved my time at SelectNY. Sadly, the Berlin office closed not long after. I would have happily stayed longer — and honestly, I can’t say that about most agencies I’ve worked in.