A pitch against the world’s top agencies, won by a small team on the edge of Munich.
I was there—co-creator of the slogan, part of the campaign that turned into a global icon. 20 years later, it’s still at every airport.
A Big Mac moment in my career.
After that Big Mac moment, I traded golden arches for northern edge. Jung von Matt. Grabarz & Partner. Luxury cars. Discount chips. Cow-themed chocolate. Some campaigns made people laugh. Some made them think. Some just made it to Cannes. Here’s a little mix.
I’ve been freelancing since 2012 – crossing briefs, borders and the occasional comfort zone. I like diving in where it gets tricky. Where solid craft matters more than fancy fluff. I believe in the quiet stuff that makes the real noise: sharp twists, bold thoughts, smart solutions. Scroll down for a few silent rebels.
Transcreation / Campaign Localisation
Not just words – cultural fluency. For monday.com, one of the world’s fastest-growing SaaS brands, I served as lead German copywriter across multiple campaigns and channels.
From hero videos to landing pages, I adapted global content for the DACH region with both precision and punch. My role was less about translation and more about transformation: Restructuring copy. Shifting tone. Localising humour and cultural cues. Because in transcreation, it’s not about what’s said – it’s about how it lands.
And monday.com wanted to make a splash, not a translation error.
Concept Work / Naming / AI / Emotional Design
AI usually makes us faster, more precise, more productive. But this concept goes further: It takes on a task no human could ever fulfil – being truly human without being human.
The voice-based app is designed to record statements after domestic abuse. Not by replacing empathy, but by removing what often feels like judgment: human tone, facial reactions, subtle signals. I developed the naming logic and narrative to reflect exactly that – a space that feels safe because it’s neutral. Because it listens, but doesn’t interpret.
Sometimes, the absence of emotion is the only way to make someone feel heard.
from golden arches to grey cells.
(My journey from loud ideas to smart impact.)
180 countries. 20 years. 3 words.
1 Big Mac moment for me.
From fast food to fast lanes, fine fish and funky fun.
now? less cannes fame. more can-fix your frame.
What if headphones could go beyond specs – and actually mean something? This concept reimagines audio tech not just as hardware, but as a human connector.
A brand that doesn’t just deliver sound, but connects heads and hearts.
The name “MeetsBeaz” blends precision and play: part beat, part ease, part moment of connection. More than a naming exercise, it’s a full thought model – from product idea to brand voice to tagline: “Your Head-to-Headphone.”
Not just another gadget. But a story in stereo.
Innovation / Naming / Audio & Tech
Transcreation at its most personal. For Revitive, a health-tech brand with real-life testimonials at its core, I adapted English campaigns into German – carefully shaping not just words, but tone and emotional cadence.
From video scripts to landing pages, the work required a delicate balance: staying true to the patient’s voice while aligning with brand tonality. That meant restructuring lines, softening claims, and translating authenticity – not just text.
Because trust isn’t a word you write. It’s a feeling you earn in every sentence.
