Creative Concepts & Copy
Campaign concepts, verbal territories, scripts and copy built around one clear idea.
Senior Creative Copywriter · Content Strategist · Berlin / Madrid
From first idea
to final cut.
I turn strategy into concepts, scripts, shoots, edits and channel-ready content—bringing creative teams and production workflows together.
Brand storytelling · Audiovisual thinking
A copywriter who understands production.
Strong concepts, culturally relevant copy and stories designed to work across channels — from campaign thinking to final execution.
Content Strategy & Storytelling
Brand narratives, social-first content and audiovisual formats shaped for how audiences actually consume them.
Cultural Adaptation
Transcreation and cultural localization that preserve the creative intention while making it relevant to its audience.
01Featured social work
Personal project · Short-form social · 2026
UNFOLD
An eight-second loop where movement reveals language.
The challenge
Create a sound-independent visual idea that can stop the scroll without relying on a presenter, product or traditional caption.
The idea
The subject does not illustrate the word. Her movement physically uncovers it, turning a single gesture into the format.
- Role
- Concept, copy, music prompting, footage selection, editing and colour
- Workflow
- Premiere Pro, After Effects, Runway and Suno
1,613Plays
1,122Viewers
94Likes
6Saves
Organic Instagram results from an account with 313 followers. No paid promotion.
View platform insightsNext featured case
02Editorial & social
Berlin Amateurs · Culture platform
Stories with a life beyond the feed.
Research-led long-form features, SEO structure and social adaptations for a community of approximately 8,000 people.
- Role
- Research, writing, SEO, image selection, social copy and content adaptation
- Formats
- Long-form articles, Instagram carousels, posts and reels
Selected articles
Click any article to read the published work on Berlin Amateurs.
01Nan Goldin — This Will Not End WellRead article 02Daniel Boyd — Art and Activism at Gropius BauRead article 03Declassified — The Secret of TeufelsbergRead article
Berlin Story Lab · Neue Nationalgalerie · 2026
Two different ways of defying gravity.
Two performances, seen one after the other, become a single short-form idea about bodies resisting gravity.
- Role
- Concept, filming and editing
- Format
- Short-form cultural video · Instagram
PublishedTESEASocial media
Tesea · Real client work · 2020
Community management built around useful content.
Selected Instagram content produced during a four-month community-management collaboration for Tesea.
- Role
- Social copy, content publishing and community management
- Format
- Instagram feed content
03Audiovisual foundation
Broadcast, entertainment & branded content
Campaign thinking, built in the edit.
Concept-to-delivery experience across entertainment marketing, launches, campaigns and high-volume creative production — the foundation of how I build audiovisual and multiplatform stories today.
Ten TV · Hidden-camera show
Deal with It
The Ten TV's hidden-camera show.
Watch film500+On-air and brand pieces
5People coordinated at Secuoya
PromaxBDA Silver · 2001
Canal+ · 2006
The Day After Tomorrow
Concept, script, content selection and voiceover direction.
Watch film
Mazda CX-3 · 2016
TIER
Concept, script and shoot.
Watch film
Movistar+ · 2015 · Broadcast
Fortitude — Season 2 Premiere
Concept, script and technical script.
Watch film
Canal+ · Broadcast
Lifes
Concept and script.
Watch filmOrange TV · Broadcast
Mad Men
Concept and script.
Play film above
Ten TV · Broadcast opening
My Name Is Ten
Opening video for broadcasts.
Watch filmConcept & formatScript & copyPlanning & coordinationShootEdit supervisionVoiceover directionDelivery
04Real client pitch
Orange TV · Secuoya Content Group · 2016
Tutorials people might actually want to watch.
A real content-format proposal presented to Orange TV: turn set-top-box FAQs into short entertainment, first through catalogue-led promos and then through an original family comedy format.
- Role
- Content strategy, concept, copy and format development
- Status
- Client proposal presented while working at Secuoya. No launch or performance results claimed.
ORANGE TVFORMAT / 2016
Welcome tofamily
questions
questions
FAQs, la serie — a branded family universe built to explain product features through story and humour.
05Concept development
Self-initiated speculative work
Ideas before the brief.
Strategy, copy and AI-assisted prototyping used to make campaign thinking tangible before production.
01AUDI E-TRON · INDEPENDENT CONCEPT
One Second of Doubt
A self-initiated campaign concept developed independently for Audi e-tron.
CAMPAIGN CONCEPT · COPY · CONTENT STRATEGY · AI-ASSISTED PROTOTYPEVIEW CASE STUDY
02N/1 CARE · SPEC PROJECT
Jeder Körper birgt eine Landschaft.
Ein eigeninitiierter Skincare-Case über Haut als Territorium.
BRAND CONCEPT · CREATIVE DIRECTION · AI-ASSISTEDCASE ANSEHEN
03Spec / personal project
Volkswagen ID. — Mach dein Berlin größer.
A test drive reimagined as a personalised mission to rediscover Berlin.
Strategy · Campaign platform · Journey · UX copy · PrototypeView case study06Creative technology
Personal project · AI-assisted creative development
Song Inside You
A short-form mood piece built as a complete miniature production—from written idea and music direction to final colour.
- Role
- Concept, copy, prompts, Suno music, shot selection, edit and colour
- Purpose
- AI expands the possibilities. Creative judgement decides what is worth making.
Experience2000—Now
Selected career history
Built in teams.
Comfortable in the work.
2000—2012
Canal+ / Mediapro
In-house Copywriter · Brand & Image
Concepted and scripted on-air campaigns, selected footage, directed voiceovers and collaborated with edit, sound and design teams across 500+ pieces.
2012—2015
Independent
Freelance Copywriter & Content Producer
Audiovisual and digital projects for Movistar+, MAPFRE, Sony Pictures, Agbar and El Corte Inglés, adapting ideas across brands, formats and audiences.
2015—2017
Secuoya Content Group
Content Manager & Copywriter
Coordinated a five-person content team for Orange TV, presented work to the client and developed brand guidelines, FAQ formats, promos and commercial spots.
2018—Now
Berlin / Remote
Freelance Copywriter & Content Strategist
Editorial, SEO, social content and video work for culture, beauty, startups and international creative projects, using AI-assisted workflows where they add value.
AboutBerlin ↔ Madrid
Marisa Calzado
Clear thinking.
Human stories.
Reliable delivery.
I'm a senior creative copywriter and content strategist with a strong background in audiovisual storytelling, branded content and creative production.
I help brands find the right idea, voice and story to connect with audiences. My work spans campaign concepts, brand storytelling, scripts, social content, transcreation and culturally relevant content.
My background in television and production means I understand not only how to create an idea, but how to make it work in the real world — through scripts, edits, formats, teams and deadlines.
I combine senior creative judgement with contemporary tools, including AI-assisted workflows, to develop ideas more efficiently without losing the human thinking behind them.
- Languages
- Spanish native · German professional / C1 · English professional / B2
- Availability
- Based in Berlin · Available now