Berlin-based Brand Strategist, Campaign Developer, and Copywriter fluent in both German and English.
I’ve been lucky enough to work with some really amazing brands and creative partners. Have a scroll through to get a feel for what I do.
Like what you see?
Hit me up for ideas, projects, workshops, or creative collaborations.
Select projects:
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Nomoo -> Brand
- Westwing -> Campaign
- Freda -> Brand
- Luya -> Brand + Web
- Armedangels -> Campaign + Copy
- ECF Farmsystems -> Brand
- Meissen -> Campaign + Copy
- Gamba Zamba -> Brand
- Vly -> Brand
- BfV Verfassungsschutz -> Editorial
- Feelfood -> Brand
- Polly -> Brand
- Hey Holy -> Brand
- Vemiwa -> Brand
- Perfeggt -> Brand
- ooohne -> Brand
- Baetter Baking -> Brand
- Yamo -> Brand
- Moa Hotels -> Copy
→about
↗sean@hausu-berlin.com
↗LinkedIn
ArmedangelsRole: Claiming, Copy
Art Direction: Armedangels
In 2022 and '23, I worked with Armedangel's in-house marketing team to develop and transcreate many of the brand's campaigns and web content.
Challenge: Sustainability isn’t an easy sell, so our messaging had to be. We needed to create campaigns that not only fostered awareness of complex issues but also generated desirability and forged an emotional connection to the brand’s activist persona.
Approach: We juxtaposed startling claims with playful and dynamic imagery to stop consumers in their tracks and pose a simple question: “Why am I not buying more sustainably?!” It’s not rocket science, after all.
My work encompassed campaigns, brand and NGO collaborations, and supplier stories, as seen below.
Brand Campaign: As part of their repositioning from eco niche to mainstream, Armedangels launched a campaign and capsule collection For the Bold and the Brave to introduce newcomers to the brand and what it stands for: awareness, responsibility, sustainability, community, and action. Å is a movement of heart-on-their-sleeve difference-makers that aren’t afraid to challenge the status quo.
Dyed by Nature Campaign: The fashion industry is filthy. Food waste is not. To introduce Armedangels' new water- and energy-saving natural dyes made from food waste and other 100% organic raw materials, we decided to showcase the new collection in a real-life farm setting, highlighting its modern workwear credentials and saving the ick for plastic(k).
Thoughts: From urban farming and home pickling to upcycled interiors. Recent years have seen a boom in sustainable lifestyle shifts, with more and more city-dwellers opting for, or least daydreaming of a simpler, more honest life. Far from being a niche phenomenon, this urban, neo-pastoral longing has brought about widespread changes in the way we think, dress, live and eat – with Slow Food, root-to-leaf and workwear chic fundamentally disrupting the luxury sector.
Creative Direction: The Gaabs
Loungewear Campaign: Even self-proclaimed eco warriors need time to unwind and recharge in coziness. To introduce their new loungewear collection, we decided to maximize minimalism and lean back into the domestic mutity as a visual and tactile representation of ultimate comfort.
Thoughts: While most of the brand is geared towards energetic and outspoken activism, we knew that wouldn’t work for loungewear, whose main selling point is muted comfort. So, to integrate the campaign into the brand as a whole, we opted for an in-on-the-joke aesthetic and tone, letting people know it’s okay to be an armchair eco warrior... sometimes.
Producer Stories: Production fairness and transparency are at the heart of everything Armedangels does. To highlight this, we created four exemplary product journeys—an organic cotton T-shirt, a Lyocell dress, an organic wool sweater, and recycled denim—to showcase the human faces and innovative drive behind real-life production facilities, further strengthening trust in the brand as a whole.
Fashion Revolution T: The Rana Plaza factory collapse was supposed to be a turning point in the fashion industry... but it wasn’t. Many of the victims and their families are still waiting for justice. A crucial player in their fight is the National Garment Workers Federation (NGWF), an NGO advocating for the rights and dignity of garment workers across Bangladesh. Since 2018, Armedangels has released a limited-edition T-shirt each year as part of Fashion Revolution Week, donating 100% of the profits to the NGWF. Our campaign not only highlighted the important work of the NGO but also provided historical context and insight into the creative process, enhancing the desirability of the T-shirt.
Outcome: Since 2018 ARMEDANGELS collected a total of almost 80,000€ for NGWF. The donation from 2023 resulted in a compensation payment of over 265,000€ to the textile workers, and enabled NGWF to:
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Rehire 125 workers
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Give 105 workers training benefits
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Pay 430 workers compensation
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Continue 605 case hearings
SOS Humanity Artist Collab T: Armedangels + SOS Humanity joined forces with artist Gabriel Holzner, aka Gabe, for a limited-edition T-shirt to benefit and promote #humanityforall. More than just a T-shirt launch, our campaign focused on highlighting the important work and shared values between Armedangels and the civil maritime rescue organization, and how their efforts are deeply connected to the climate crisis. An artist interview added creative depth to the project, rounding out the campaign and enhancing its desirability.
100% of the profits were donated to SOS Humanity.