For decades the elite world of luxury watch collecting has been dominated by men, so we decided to flip the script and enlist three badass women in the industry to go in the metal about the timeless timepieces they treasure the most.
For this project, my partner Meg and I concepted the story, selected all talent, wrote the script, led visual direction (set dressing, props, styling, etc) and copy direction (soundbites, script, storyline, etc.) on set, and created all assets for social & digital.
Agency: The Many
Creative Director: Kate Digilio
ACD, Copy: Danielle Robles
ACD, Art: Megan Dreisbach
Video Director: Mike Marshall
Jeffrey Hess of HessFineAuctions, Kat Shoulders of Tenn and Two Media, and Matthew Becker of BeckerTime join us for Episode 3 of the eBay Sellers’ Club series. Take a seat at the table as they talk shop in the way that only three well-versed collectors and sellers could, delving into knowledge that comes from literally writing the book on Rolex (Jeffrey Hess), hosting one of the world’s most popular watch-collecting podcasts (Kat Shoulders), and combining generations of experience in dealing (Matt Becker). If you know watches and want to know more, you won’t want to miss a second.
Agency: The Many
Creative Director: Mars Milisic
ACD, Copy: Danielle Robles
ACD, Art: Megan Dreisbach
Video Director: Mike Marshall
Worked alongside the Creative Director to concept the overarching story of Forever 21's Holiday campaign and wrote all the copy throughout the various touchpoints (E-Commerce, Marketing, Digital Marketing, Video, Social Media). I also worked with the Video Director to concept, storyboard, and write the script for the campaign videos.
To help bring brand awareness and affinity to Forever 21’s mens brand, 21Men, we partnered with LA Lakers’ Nick Young to create a video campaign that connected his charismatic sense of humor and elevated fashion sense with our millennial male audience. By working with an athlete our audience already knew and loved, we were able to put 21Men on the map as a brand young men could covet, while cracking a few cheesy jokes.
Nick Young's "Unwrap Your Game" video was featured on USA Today, Sport's Illustrated, ESPN, Yahoo News, and NBC News.
Company: Forever 21
Creative Director: Mike Gonzalez
ACD: Danielle Robles
Video Director: Mitch Lemos
Agency: ATTN:
Client: Amazon
ECD: Brad Jones
CD: Dan Haas
ACD: Danielle Robles
AD: Andrew Kapamajian
Producer: Victoria Pierce
Coinciding with the launch of Bally's newest bag, SUZY, my team was tasked with creating a 360-degree, fully integrated campaign that would profile 3 influencers and their unique styles to appeal to a millennial audience.
I casted, produced, wrote, and directed all content.
Client: Bally
Creative Director: Sara Roberts
ACD: Danielle Robles
Video Director/Photograpger: Evaan Kheraj
To help ClassPass reach new international markets, we created a series of OOH billboards to showcase the app’s benefits.
Client: ClassPass
Creative Director: Tatiana Kuzmowycz
Copywriter: Danielle Robles
To launch the first-of-its-kind network of sports leagues, we created s series of ads and video content help AU on their mission to elevate underrepresented athletes and underserved fans in innovative new ways.
Agency: Ready Set Rocket
Creative Director, Art: Amanda Ford
Creative Director, Copy: Danielle Robles
Designer: Erin Mayoyo
Senior Designer: Siena Tan
Original content was created for Forever 21's new Activewear launch. Content included a 3-part video series for cross-channel integration. I creative directed and produced videos, a newsletter, and an on-camera interview with top model Shanina Shaik. In addition, original copy was created for all in-store and online marketing assets.
Client: Forever 21
Creative Director: Danielle Robles
Video Director: Mitch Lemos
I was brought on to help IMG (owner of NYFW) create on-site, in-real-time content during NYFW: The Shows September 2019 and February 2020. Content creation included daily blog posts recapping the top shows; photography curation, caption creation, and strategic posting for Instagram; live Instagram Stories featuring runway, BTS, and interviews with celebrities and talent.
Here is a small sampling from the breadth of work created for September 2019 and February 2020 NYFW.
Client: IMG
Senior Digital Director: Kristen Hammond
Digital Content Manager: Danielle Robles
Photographers: Don Stahl, Johnny de Guzman, Caroline Cuse, Alyssa Greenburg, Johanna Siring
Alongside the ClassPass creative & social teams, I helped launch ClassPass TikTok by culling top TikTok trends and creating ownable new content for the fitness & wellness brand.
For the launch of new color and styling products, cutting-edge hair care brand Wella tasked my team to create service-oriented content that would resonate with a cool, hip millennial audience. I paired model Chloe Nørgaard with the brand for this project since she not only embodies the edgy, cool-girl lifestyle but is well known for her colorful hair on the runway. With Chloe, we created 3 live tutorial videos--one coloring her hair, and 2 styling--with Wella top artists to bring the products to life. In addition to casting, I wrote the video script and all content to appear in-book, on digital sites, and on social media channels.
Client: Wella
ECD: Sara Roberts
CD, Art: Alicia Palmer
ACD, Copy: Danielle Robles
Video Director: Vessel Creative/Collin Palmer
For the launch of ClassPass’ 2020 B2B campaign, I created and wrote the concept of “2020 Goals” to show businesses what they can achieve by working with ClassPass.
Client: ClassPass
Creative Director: Tatiana Kuzmowycz
Copywriter: Danielle Robles
Wanting to create a campaign with scale and a larger reach, OLAY decided to align with ELLE's annual Women in Television issue. To amplify impressions and social conversation, I selected four diverse actresses of different age ranges to share their stories of beauty both on and off the screen, and what being beautiful means to them. Each actress was paired with a different collection of OLAY products and was asked a unique set of questions on-set to gather insight on the role "beauty" plays in their life and how it transcends far beyond the surface.
For this project I wrote all copy (digital, social, editorial), worked with third-party agencies to book top-tier talent, and scripted the videos.
Client: Olay
Creative Director: Sara Roberts
Producer/Copywriter: Danielle Robles
Found without an agency, eBay hired my team to create original content for a 3+ month campaign to run in-book, online at ebay.com, and on all social channels. I created the "Who Will Wear It Next?" concept to tell the story of the one-of-a-kind coveted pieces that were attained and then later sold on eBay. Behind every piece lies an epic story. These are those stories. Content appeared in 3 ELLE print issues, on ELLE.com, and eBay.com. I wrote the concept and all copy.
Client: eBay
Creative Director: Sara Roberts
Art Director: Luisa Huayamave
Copywriter: Danielle Robles
TRESemmé’s campaign “Hair Statements” aimed to inspire women to embrace their flaws and have confidence in who they are. For this campaign I crafted “statements” to match each model’s personal style and attitude, as well as how-to tutorials to get each look.
Client: TRESemmé
Creative Director: Sara Roberts
AD: Luisa Huayamave
Copywriter: Danielle Robles
A miscellaneous collection of social posts I’ve crafted over the past few years at ClassPass.
I was brought on to help elevate content and copy for Samsung’s Brand Experience and Samsung 837, an innovative space that’s part flagship, part technology theme park, designed for showcasing what’s new and next in Samsung products and to host special events. I wrote all programming, in-space, digital advertising, website, and app copy for Samsung 837 and worked on high-profile activations for the Samsung Brand Experience team.
Client: Samsung
Copywriter: Danielle Robles
As part of Jockey’s “Show Em” campaign, I interviewed Sierra Leonean-American ballet dancer Michaela DePrince. This story appeared in one issue of ELLE magazine.
Client: Jockey
Creative Director: Sara Roberts
AD: Luisa Huayamave
Copywriter: Danielle Robles
To help launch REZI, the smart leasing tool for landlords, we created a series of ads, social posts, and a new website to test the impact on overall lead acquisition for the brand.
Agency: Ready Set Rocket
Client: REZI
Creative Director, Copy: Danielle Robles
Creative Director, Art: Amanda Ford
Animator: Soomin Yoo
Elevated editorial content & seasonal trend stories created to inspire and educate customers on the latest must-haves and how to style them.
Role: Senior Fashion Editor, Copywriter
Company: Forever 21
Creative Director: Anders Lyckman
Concepted, wrote scripts, and produced video series.
Video Directors include: Mitch Lemos, Collin Palmer, and Eric Crane
Interviews with talent conducted on-set to provide engaging content and layer into seasonal and global campaigns.
Director: Mitch Lemos
Interviewer/Producer: Danielle Robles