Great copywriting is more than just words; it’s an art. Every project is a new puzzle to crack. It’s about nailing what needs to be said and the best way to say it, considering your goal, audience, brand, and product.

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It’s also about finding new ways to achieve that—whether that means making an audience feel, think, or act. It requires perception, creativity, and adaptability—knowing when to be amusing, informative, or crystal clear (or perhaps all three at once). And like a fingerprint, the result is never exactly the same.

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I’ve been obsessed with storytelling since I was a kid and excelled as a writer from adolescence. Growing up between cultures—with a Swedish mother, a Dutch father, and an upbringing that took me across multiple countries—I learned to adapt to new places, languages, and ways of communicating. That shaped my love for words and my fascination with how language connects people and shapes the world around us.

 

For the past three years, I’ve worked as a copywriter in the action sports and lifestyle industries, where I got into the nitty gritty creativity of brand work. I’m passionate about sports and nature, but write about anything and everything—uncovering the message, and turning it into something that resonates.