Bosch Stories. Turning technology into stories.
From 2016 to 2020, I helped shape the digital storytelling of Bosch from its headquarters on the Schillerhöhe.
Over four years, we created more than 150 stories and several hundred social media assets for bosch.com and Bosch's global social channels. The challenge was to turn a complex technology brand into stories people could understand, relate to and share.
The content was developed from the Bosch content strategy and adapted specifically to the role of each channel, from community and technology news to thought leadership, employer branding and video.
But the common thread was always the same: Put people first.
Behind every technology, there is a person with an ambition, a challenge or a dream. The stories showed how Bosch's “Invented for life” philosophy comes to life through the people using technology to achieve something meaningful.
1,8MRD
IMPRESSIONEN
20,3M
INTERAKTIONEN
150+
STORIES
Frizz. One of germany's early corporate chatbots.
Long before conversational AI became part of everyday life, Bosch experimented with a different way of communicating about technology.
Meet Frizz: A smart fridge turned chatbot who could answer questions about artificial intelligence in a way almost anyone could understand.
The character made a complex and rather intimidating topic approachable, human and even a little fun.
Frizz wasn't designed to know everything. He was designed to make people curious.
And, just like a real smart fridge, he kept getting smarter.
Have an idea? A challenge? Or just a hunch? I'd love to hear it.
The best conversations about brands rarely start with a perfect brief. They start with a question, a problem or simply the feeling that something could be better. So if there's something on your mind, let's talk.
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Alexander Tibelius
©2026