To help bring brand awareness and affinity to Forever 21’s mens brand, 21Men, during the busy holiday period 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.

The "Unwrap" campaign was created for the holiday season and featured then-couple Nick Young and Iggy Azelea. Nick Young's "Unwrap Your Game" garnished the most industry attention and was featured on USA Today, Sport's Illustrated, ESPN, Yahoo News, and NBC News.

For this campaign, I worked alongside the GCD 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.

Company: Forever 21

Global Creative Director: Mike Gonzalez

ACD: Danielle Robles

Video Director: Mitch Lemos

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 developed the concept and 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 the video and social content series.

Agency: The Many

Creative Director: Kate Digilio

ACD, Copy: Danielle Robles

ACD, Art: Megan Dreisbach

Video Director: Mike Marshall

For for Episode 3 of the eBay Sellers’ Club series, we partnered with Jeffrey Hess of HessFineAuctions, Kat Shoulders of Tenn and Two Media, and Matthew Becker of BeckerTime to dive a little deeper into the world of watch collecting. From 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), these 3 industry veterans shared their expertise on timepieces.

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.

Agency: The Many

Creative Director: Mars Milisic

ACD, Copy: Danielle Robles

ACD, Art: Megan Dreisbach

Video Director: Mike Marshall

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 tastemakers and their unique perspectives to tell the story of how style transcends far beyond the clothes and accessories you where. It's a way of life.

I casted, produced, wrote, and directed all content. 

Client: Bally

Creative Director: Sara Roberts

ACD: Danielle Robles

Video Director/Photograpger: Evaan Kheraj

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 by the Verizon Innovation Labs team to develop copy and content for their website relaunch. To do so, I worked closely with the Lab’s engineers and R&D team, diving deep into complex topics like 5G Private Networks, and Mobile Edge Compute, AI, and more. My goal was to simplify these intricate concepts into clear, engaging copy that resonated with a wider audience. Beyond B2B-focused web content and the script for the teaser video on the homepage, I also created copy for email campaigns, videos, and event materials to help boost brand engagement and connect with key audiences.

Video: SLAQR Studios

CD: Anastasia Kuznetsova

CD, Copy: Danielle Robles

A miscellaneous collection of social posts I’ve crafted over the past few years at ClassPass.

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

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.

During the height of the pandemic, our daily workouts shifted online. But as the world reopened, getting back into a routine felt like a struggle. The Power of ClassPass campaign was created to inspire people to rediscover the joy of movement—whether it’s a favorite studio, a high-energy class, or simply the feeling of being back in the flow. This short commercial and social media ad highlighted the power of routine, the energy of community, and the motivation to move again. Because feeling your best starts with showing up. That’s the power of ClassPass.

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

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

As the Head of US Creators & Content of Paris-based influencer marketing agency Octoly, I was tasked with strengthening our connection with the US-based community as well as strategizing collaborations and partnerships with top beauty and wellness brands. #OctolyTakesLA was one of a few different stops on our tour, where my team created localized events where creators and brands could mix and mingle.

This Santa Monica-based event brought together 30 local influencers and partnered with Diptique, Clarins, Make Up For Ever, and MVMT.

In addition to pop-up installations from partnering brands, we hosted speakers such as Rebecca Alexander, Founder and President of Socialyte, and Serena Saitas from Crash the Glass, as well as a panel from makeup experts and industry insiders.

The result?

880K Interactions  / 518 Instagram Stories / 102 Average Mentions/Brand

This event was a colorful collaboration with influencer marketing agency Octoly and women-owned brand Bulletin.

As a small Paris-based startup Octoly, brought me on as Head of US Creators & Creative to lead the brand marketing and community building efforts for the company. Leading a team of 10 creatives across 5 countries (U.S., France, Spain, Italy, Germany) I was tasked with creating campaigns, experiences, community events, and content for the agency and its brand partners.

This event was produced in collaboration with the trendy women-owned brand Bulletin, to shine a spotlight women who are breaking barriers in the industry. I created the concept, produced, and directed this event. This was a grassroots operation, made possible by my mighty, albeit small team of creatives and community managers.

Role: Director of Creative & Content at Octoly

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

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

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

Interviews with talent conducted on-set to provide engaging content and layer into seasonal and global campaigns.

Director: Mitch Lemos

Interviewer/Producer: Danielle Robles