I help brands make their words count.
Copenhagen-based creative copywriter with a mind full of ideas. I create content that is intentional, human and easy to love.
Explore my words and ideas below.
01
Concept & Video Production
European Parliament
For Europe Day, the European Parliament wanted to celebrate the EU as an institution in a simple yet provocative way. The deliverable was a social-first, scroll-stopping video targeting young adults aged 18-35.
My Art Director and I built a concept around life without the EU. We tapped into the “Day in the Life” social trend and turned it into a nightmare scenario, stripping away the unique benefits the EU quietly offers its citizens.
Together, we shaped the creative direction from concept development to storyboarding, and through to final delivery.
02
Creative Campaign
Capture One
For the launch of Capture One 22, my creative partner and I developed a concept that invited photographers to capture and edit the world as they saw it, with tools built to honor their creativity. We called it “The world as you see it.”
The majority of the product updates were built for landscape photographers, so we wanted our hero photographer to come from that specialty. Given that landscape photography is quite male-dominated, much like the wider photography industry, we made it a priority to find a woman to tell the story.
03
CRM
Shell
As a copywriter for Shell, I produced CRM assets across markets globally including the UK, the Netherlands, APAC and DACH.
I was tasked with turning regional insights and nuances into campaigns that spoke to local audiences, while staying true to Shell's global brand identity.
04
Asset Adaptation
YSL
I took creative lead on the YSL Beauty account, translating creative concepts into cohesive digital campaigns across paid media, web, social, retail and email. In just nine months, we delivered 10+ campaigns with hundreds of assets for multiple markets.
As lead copywriter, I did more than write. I worked closely with strategy to identify gaps, spot opportunities for improvement and sharpen the message wherever I could, strengthening both the work and the client relationship along the way.
05
Pitch
Pandora
I was part of a large RFP, covering asset adaptation, transcreation and concept development. We had ten days to complete three creative tasks.
I stepped up as lead copywriter and one of the creative leads on the project, which meant writing copy for 75+ assets across multiple channels, developing a concept with my Creative Director and leading creative reviews.
On day ten, we presented all the work in person to a room of 10+ Pandora clients.
06
Film Production
Capture One
For the launch of Capture One Live, my creative partner and I created a campaign film to bring the new feature to life.
I owned this campaign from concept to final delivery, shaping the creative direction, leading the agency-sourcing process and choosing Blonde Inc. as our production partner. I also handled contract negotiations, talent sourcing and led feedback rounds on the final film and supporting still imagery.
I worked closely with the product team throughout the entire project to make sure we captured the feature accurately and in a way that would excite consumers.
07
Editorial
Female Invest
I wrote articles for Female Invest Magazine, the company’s content hub for women who invest or are interested in investing.
To engage audiences and uphold the brand identity, I balanced explainer content and accessible language with a professional style.
Read the articles here:
Easy Ways to Start Investing with Little Money
Learning the Language: Investment Jargon Simplified
*Please note that I pitched the topics of these articles and wrote all the words. Since writing for them, the company has rebranded and repurposed the content, resulting in a change of byline. Both pieces remain true to my original articles.