The one with my first copywriting experience

I was 24. Fresh out of college.

Print ad - creative direction and copywriting

I had written serious things: news articles (politics, culture...), a full master’s thesis, and scientific papers with titles long enough to qualify as short stories.

I knew how to research.

I knew how to structure a paragraph.

I knew how to sound intelligent on paper.

I knew how to fact-check, corroborate, double-check, and obsess over sources.

The inverted pyramid. Grammar. Credibility. The whole thing.

No one gave me a “prove yourself” task. But it felt like one anyway.

We were doing a print ad, and I just wanted to nail it.

So I did what I still do today: I researched like my life depended on it.

Creativity for me comes from and in different ways, but often from research.

I read, I jump from idea to idea, tab to tab..

Then come the scribbles. Words. Half-sentences. Weird expressions.

I take the scribbling part very seriously.

And then, at some point, something clicks.

That copy marked a shift in how the company sold: we stopped listing product features like a catalogue and started doing something else. Wejust shut up, and made people feel.

Two cities.

Nine hotels.

Millions of people.

Countless emotions.

My very first copy. In English - I think the nature of the language makes it automatically more flexible, funnier, and more appealing. I love writing in English.

I still feel proud when I look at it.

That's all folks.