Senior Copywriter / Creative
The Deeper Dip Sauce
Davos
Nissan
Emmi
Unlimited Bottle
Biomed
Switch
Nespresso
Kunsthaus Zürich
Rivella Social Media
Caveo
About
Senior Copywriter / Creative
The Deeper Dip Sauce
Davos
Nissan
Emmi
Unlimited Bottle
Biomed
Switch
Nespresso
Kunsthaus Zürich
Rivella Social Media
Caveo
About
How do you hype what’s already iconic?
Online, sauce hacks are blowing up. Reddit threads and YouTube comments go on for miles. So we dropped McDonald’s into the conversation with a hack of our own: the Deeper Dip Sauce. It sold out in a month. Nugget sales? Up 16%.
My role: Ideation, concept development, copywriting.
With TBWA\Switzerland.
🏆 Awards:
- 2*Shortlist THE ONE SHOW
- 4*Shortlist The New York Festival
- 1*Bronze ADC Switzerland
- 3*Shortlist ADC Switzerland
The Swiss mountain destination Davos/Klosters asked for TVCs that showcase their wide range of winter activities, for all sorts of audiences. In order to stand out from the crowded winter destination market, we’ve decided to come up with film ideas that showcase the variety without actually showing it.
With TBWA\Switzerland.
My role: Ideation, script writing, concept development, copywriting.
Since 2022, I’ve led copy and concept development for Nissan’s campaigns in Switzerland, shaping their tone of voice and messaging across all channels. Every campaign runs seamlessly across OOH, TVC, OLV, digital, social, and native formats. Both nationwide and at dealer level we ensure a cohesive brand presence.
With TBWA\Switzerland.
My role: Ideation, concept development, copywriting, creative lead.
Emmi launched something that didn’t exist before:
High Protein Water – a mix between a protein drink and a vitamin water. Sounds weird at first, but makes perfect sense: you get the benefits of protein and proper hydration, without the milky heaviness of a shake.
Our task: build the brand from scratch. Look, feel, and tone of voice. The challenge? Position it in a space that didn’t exist yet – and set a new standard for what that shelf could look like. Together with the up and coming photographer Ella Mettler we created a brand image that is somewhat sporty, but not gym. And very distinct and still fluid.
With TBWA\Switzerland.
My role: Concept development, copywriting.
Rivella is Switzerland’s favorite drink and hiking its favorite activity. The brief: ‘bring the two together.’ We answered with a very Swiss collab: Rivella in a SIGG Bottle. A limited-edition bottle, to be won via the POS. And it was more than this. It was also a free ticket – for cable car rides in 20 mountain destinations and unlimited free Rivella refills in mountaintop restaurants.
The results: 22M+ branded touchpoints. +21.8% engagement. 1M+ landing page hits. 180K people fighting for a bottle, 29% sales boost.
With Notch Interactive/Publicis Switzerland.
My role: Ideation, concept development, copywriting.
🏆 Awards:
1× Silver – Goldbach Crossmedia Award
1x Business Price – SDV Switzerland
2× Gold, 1× Bronze – SDV Switzerland
1× Shortlist – Best of Swiss Web
Nice hair isn’t just nice. It’s usually a sign of health. And if it’s not that nice, Biotin Biomed can help. Our task: create a TVC that positions the brand at the intersection of lifestyle, beauty, and pharmaceutics, highlighting its scientific credibility.
With TBWA: Angelo Sciullo (CD), Mark Levay (Senior AD), Sarah Rüegger (Senior Copywriter), Artbox Amsterdam (Prod) Jeroen Simons (DOP).
My role: Ideation, copywriting, creative supervision at the set.
What’s more 🤯 than decoding tech vocabulary? But someone’s gotta do it. And honestly, doing it for Switch felt like a bit of an honor.
Partly government-owned, Switch manages the entire .ch domain registry, plus a range of essential services that keep Switzerland online. The challenge? Their old website explained all of that – in dense, deeply technical language. My job: translate it for normal humans.
My role: Tone of voice, copywriting.
World Explorations is a Nespresso range inspired by global coffee traditions—from Tokyo to Paris and beyond.
I developed all written German content for the campaign, including the passport, postcards, the brochure and newsletters. From concept to final copy, each piece was crafted to reflect the unique geography, history, and coffee culture of its city. The result: a cohesive narrative experience that brought local character to every blend.
My role: Copywriting, transcreation.
In spring 2018, Kunsthaus Zürich presented a major exhibition by Mexican artist Abraham Cruzvillegas – built on audience participation and creative freedom. I worked with the museum’s curators to develop a social campaign that pushed the show beyond the White Cube and into people’s lives.
With a fresh Tone of Voice and targeted ad strategy, we opened up the institution to a broader crowd. For skaters, it became a skatepark. For music lovers, a concert venue. A traditional museum, reimagined for the culture outside the institutional white cube.
My role: Creative direction, ideation, script writing, concept development, ad strategy, copywriting.
Rivella is iconic in Switzerland – just not always with Gen Z. For them, it’s the “weird whey drink.” So we met them where they live: memes, reels, and pop culture.
We transformed Rivella’s social presence into a sharp, funny, always-on Gen Z voice. A meme machine. A cultural commentator.
The result? 66 million touchpoints, 18 million video views, and a 1080% boost in engagement.
With Notch Interactive/Publicis Switzerland.
My role: Ideation, script writing, concept development, copywriting
🏆 Awards:
1 x Silver – SDV Award, Switzerland
1 x Industry Award – SDV Award, Switzerland