Social Campaigns + Creative Direction for Bosch Home Appliances
Bosch develops category-leading home appliances, but each campaign needs to do more than communicate features—it needs to tell a story people actually want to watch.
As lead writer on the Bosch account, I partner with creative directors, designers, producers, and editors to develop social-first concepts, video campaigns, and digital content from initial idea through final production. My background as a video editor gives me a unique perspective on writing for motion, helping shape concepts with the finished piece already in mind.
Client: Bosch
Role: Senior Copywriter, Creative Strategist
The Challenge
Bosch operates across dozens of product categories, each with different audiences, launches, and campaign objectives. Every concept has to balance entertainment, education, and product value while remaining unmistakably Bosch.
Key Challenges:
Develop social-first concepts people want to watch
Communicate premium product benefits without feeling product-first
Create ideas that translate naturally from script to final edit
Maintain a consistent brand voice across campaigns and product categories
Collaborate across creative, production, and client teams under tight timelines
The Strategy
Every project begins with the same question:
What's the story?
Rather than leading with product features, I focus on finding an idea that naturally showcases the product through behavior, humor, or everyday moments. Because of my editing background, I also think beyond the script, considering pacing, transitions, visual rhythm, and how copy will ultimately live inside the finished edit.
Strategic Goals:
Build concepts designed for social-first viewing
Lead with story before product
Write with the edit in mind
Create campaigns that feel entertaining without losing strategic intent
Develop messaging flexible enough to scale across multiple formats
Execution
Working alongside Bosch's creative team, I've developed concepts and copy across multiple campaign types, from quick-turn social assets to larger brand videos.
Campaign Deliverables
Social campaign concepts
Video scripts (OLV + paid social)
Creative direction and production support
Social-first copy
Campaign messaging
Product Naming
Creative ideation
Messaging systems