“Stay open and kind and don’t let anyone dim your sparkle.”
Pauline Sawatzki, Senior Copy Writer
When did it all start for you? Was it love at first song – or more of a slow burn?
Pauline: Definitely a slow burn. Sure, songs like Shake It Off were impossible to miss - I liked them too.
I still remember dancing around my room, trying to shake off the nerves before a school exam with “Shake It Off” on full volume.
But I really fell down the rabbit hole in 2020 with the documentary Miss Americana. That’s when I didn’t just see the pop star – I saw the artist. As a copywriter, I was blown away by how much craft, emotion, and depth goes into her lyrics. Then Folklore and Evermore dropped – and that was it. I was hooked, no going back.
What is it about Taylor Swift’s artistry that stands out for you?
Pauline: She’s not just a musician. She builds an entire universe with every album. Each era has its own look and feel, colors, story. Then there are the Easter eggs, the way she interacts with fans – you feel like you’re part of something bigger.
I actually wrote my master’s thesis on parasocial relationships, so I find it fascinating how she creates a sense of closeness without it feeling fake or forced.
And her lyrics – they’re personal, honest, and yet universal. As a copywriter, I’m especially inspired by how her lyrics can connect so many people.
Is there one song that’s made a lasting impression on you?
Pauline: Honestly, I was a bit nervous about this question – ask me on a different day and I might give you a different answer.
All Too Well (the 10-minute version) is storytelling at its finest. A masterpiece. And definitely an all-time favorite.
Last year, I had I Can Do It With a Broken Heart on repeat – it’s just a vibe.
What I love is how Taylor categorizes her songs into three types – Quill, Fountain Pen, and Glitter Gel Pen – to describe how deep, playful, or emotional they are. I find that approach fascinating because it shows how, for her, songwriting is both strategic and emotional.
A lot of writers and lyricists stick to one style. Taylor switches it up and still nails the tone every single time. That’s what impresses me.
Taylor tickets are like gold dust – but you managed to get some. How did that go down?
Pauline: Getting Taylor tickets isn’t just buying a ticket – it’s a mission. You have to register for a ballot, cross your fingers for a pre-sale code, and then – maybe – you can try to buy tickets.
At the agency, we went all in – I think half the office got involved. We signed up with Ticketmaster, sorted codes, and when the Germany sale started, the goal was clear: block everything. Laptops, calendars – even included an intern as a “floater” with backup credit cards and codes.
In the end, we scored 78 tickets – from Munich to Edinburgh. Teamwork paid off. I went to the shows in Munich and London – and when the intro started and Taylor wasn’t even on stage yet, I was already crying.
Another memorable moment was in Wembley, with 90,000 people. I Did Something Bad as a surprise song absolutely blew me away – full-body chills. When I’m in a bad mood, I rewatch our reaction video. Works every time!
You went viral with your concert outfit – what’s the story behind that?
Pauline: My boyfriend’s an engineer and a part-time TikToker. I asked him if he could build something that lights up at the concert – he just said, “Let’s make it a dress.”
In the end, I had 150 LED strands on my dress, synced to the wristbands and stage colors from the tour.
I posted a video – just for fun. Suddenly, it gained traction, and brands like OBI and even the GRAMMYs were commenting. It ended up with over 6 million views. My boyfriend was slightly annoyed that the views were all on my profile – but let’s just say: he’s an honorary Swiftie now.
Matching your glowing outfit – you surely had the classic friendship bracelets with you too, right?
Pauline: Absolutely! Friendship bracelets are a huge thing and it all started with a single lyric from Taylor. That turned into a full-on craze. Amazon was basically sold out and it just shows the power of this community.
They stand for openness, inclusivity, and togetherness. Last summer, we spent hours making them and at the concerts, they create real moments of connection. You strike up conversations, swap bracelets, laugh, sing – age, background, none of it matters. You're just connected.
One moment that really stayed with me: London, around the Wembley shows. The whole city was buzzing with Swifties – even in museums, people were trading bracelets and stickers. That’s when you could really feel how strong this community is.
A big part of Diversity, Equity, Inclusion, and Belonging (DEIB) is questioning the norms we’ve grown up with – especially around gender roles and self-worth. Was there a moment when you thought: Thank you, Taylor, for speaking up about this?
Pauline: Definitely. Miss Americana really moved me – Taylor talks openly about body shaming, her eating disorder, and the double standards women face.
I grew up in the 2000s with phrases like, “Nothing tastes as good as skinny feels.” As a kid, liking pink was fine. But as a teen, it was “uncool” because it was too girly.
Now there’s a generation rocking glitter and pink with confidence – that shows things are shifting. But internalized misogyny doesn’t just vanish overnight – even Taylor calls herself out sometimes. In one interview, she caught herself apologizing for 'rambling' to the interviewer and then checked herself: “Sorry, was I loud? In my own house that I bought with the songs that I wrote about my own life?” That’s what makes her such a powerful role model – she shows it’s a journey. You don’t have to be perfect to grow.
Imagine you meet Taylor in a café – what would you ask her?
Pauline: First, I’d ask if she wants to have a glass of wine – she’s a white wine fan, so that’s a solid opener. Then: When is Reputation (Taylor’s Version) coming out?
But honestly, I’d just love to get inside her head. How does she approach her projects? How does she develop her creative strategies?
She often says she wakes up in the night with melodies in her head – but she’s also incredibly driven, hardworking, and super strategic with every detail. That balance between emotion and strategy – I’d love to know how she does it.
Your closing words for all Swifties – and those who might be one day?
Pauline: Stay open and kind and don’t let anyone dim your sparkle.
One Taylor quote always sticks with me:
“The worst kind of person is someone who makes someone feel dumb for being excited about something. I don’t think you should ever have to apologize for your excitement. Just because something’s cliché doesn’t mean it’s not amazing.” If something excites you – show it. Share it. That’s what makes life better.
So, Swifties: do your thing. Stay openhearted. Stay positive.
And if you haven’t discovered Taylor for yourself yet – maybe you just haven’t found your song. Whether you want to shake your booty to bubblegum pop or get lost in almost Shakespearean lyrics: there’s something for everyone. I’ve got some great playlists to share!
Thank you for talking to us, Pauline!
Explore our open positions and start your own story with us.
Interested in working with us?