Introducing mindfulness to Berlin

Role Conceptual Copywriter

Company Granny is a creative agency focused on entertainment brands, ~50 employees.

Context Calm, a leading meditation app in the U.S., was preparing to launch an Out-of-Home (OOH) campaign in Berlin as part of its expansion into the German market. Based on our research we learned that Berliners were skeptical about mindfulness, requiring a shift from its more friendly, approachable American tone to a voice that resonated authentically with Berlin’s culture.

Challenge The primary challenge was to create a campaign narrative and tone that connected with Berliners in an authentic, culturally sensitive way, while still maintaining Calm’s brand identity.

Contribution I co-led the strategy and storytelling for our pitch, crafting a campaign that would connect with Berliners during daily moments of stress and position Calm as a simple, approachable tool amidst the city’s hustle. Working closely with the senior copywriter, strategist, and creative director, I shaped an authentic narrative encouraging Berliners to “CALM DOWN,” adapting the tone to resonate with Berlin’s more skeptical, straightforward audience.

To bring this vision to life, I worked with the art director and motion designer, ensuring the visuals aligned with our message. This cohesive approach helped us win the account, allowing us to introduce Calm to Berlin in a memorable, locally relevant way.

Deliverables: TV spot, Out of home (OOH) campaign