Copywriter in Copenhagen
Outsider in Advertising
Believer in Beauty
I hunt for ideas in the crossfire between creativity, technology and behavioral design.
I find solutions where big marketing machines find it unprofitable to look.
And I bring back the most valuable version of the most beautiful truth. To win hearts & minds and help people enjoy their stuff more.
Bad copywriters find an easy way to make nothing appear as something.
Good copywriters find that something…
And make it appear easy as anything.
It's not about putting makeup on a pig.
It's about painting the space around the pig so someone will love it like Babe from the movies.
That’s creative alchemy.
Don’t call it marketing.
Advertising is dead.
It’s the experience design of life.
It's how we can create more than we consume and help a greedy species live smarter.
It’s how insight and creativity can bring new perspectives to the same old mess… The human condition.
And maybe — just maybe — it’s what Dostojevskij meant when he wrote:
"Beauty can save the world."
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