Services
Interviews, Copywriting
Year
2023
To celebrate the 25th anniversary of smart, I joined the editorial team behind the coffee table book “Always Unconventional”, commissioned by the agency Fraser. My role included concept development, artist research, and conducting interviews for smart with international creatives – from dancers and designers to musicians and entrepreneurs – who embody the brand’s unconventional spirit.
Working under tight production timelines, I managed the entire interview process from research and contact to transcription and editorial preparation. The result was a 272-page collector’s edition that celebrates creativity and authentic storytelling.
Background
As a storyteller, I’m drawn to projects that merge design, culture, and emotion. Especially when they reveal the human stories behind creativity. To celebrate the 25th anniversary of the automotive brand smart, a coffee table book was created under the motto “always unconventional” — capturing the creative and unconventional world that defines the brand.
Commissioned by the agency Fraser, I was part of the editorial team, contributing both conceptually and editorially. I conducted interviews for smart with international artists and creative minds who push boundaries and open new perspectives.
Disclaimer: The interviews were conducted on behalf of Fraser. All copyrights for the content, text, and imagery belong to Fraser, smart Europe, and the respective artists and photographers.
Challenge
The book was structured into several thematic chapters. One of them, “Places We Go,” was under my editorial responsibility.
The challenge lay in identifying protagonists who embodied both the brand identity of smart and the core idea of the project: people who live creatively, think differently, and move beyond convention.
Tight production timelines required a high level of precision. All interviews had to be conducted, transcribed, and translated within two weeks to meet the layout and print deadlines. In parallel, I supported the coordination of photoshoots across multiple European locations.
Approach
The process began with intensive research. I explored the creative scenes in smart’s key markets to identify suitable participants. My responsibilities covered not only selection but also project management, from initial contact and briefing to scheduling and delivery.
Since participants were based in different countries, I conducted all interviews online, speaking with inspiring, unconventional individuals from across Europe who live and create on their own terms.
Among them were:
- the artist collective Ilian, Ali, and Mathis from Stuttgart
- musician Caroline from Paris
- dancer Junyi from Barcelona
- restaurateurs Giovanna and Emiliano from Verduno
- entrepreneur Jade from London
What united them all was a creative lifestyle perfectly aligned with the spirit of “always unconventional.”
Interviews for smart – my tasks included:
- Research and selection of suitable artists
- Contact, briefing, and scheduling
- Conducting, transcribing, and translating interviews
- Editorial preparation of content
Result
The result was a high-quality hardcover coffee table book that captures the essence of the smart brand across 272 pages. A collector’s item limited to 1,400 copies.
Always Unconventional became a visual and tactile experience, connecting people, places, and ideas and making 25 years of smart come alive in a new way.
I’m proud that my interviews contributed to the storytelling and helped increase the visibility of the participating artists, particularly in the German market. Ultimately, this project showed just how powerful storytelling beyond digital formats can be. In the end, it was a reminder that great storytelling is timeless. No matter the medium.
