I love a good story. It’s always been the driving force behind all of my creative endeavors. Call me a hopeless romantic, but I love to get lost in it all. There’s nothing quite like the feeling I get when the words, the sounds, the visuals all come together to form one perfectly moody morsel. I cut my teeth in editorial, writing for magazines like Angeleno and California Brides (Modern Luxury) and content for brands like Labelux, Perrier, and Gap, before getting into the copy and content game at Forever 21. After many moons in LA, I headed to NYC to serve as the Creative Content Manager at ELLE magazine. I created campaigns for some of the biggest brands in fashion, beauty, and luxury — conceptualizing multi-platform ideas, producing photo and video shoots, and writing copy. I also worked as the Head of Content, Brand Strategy & Creative at a Paris-based social media agency, before stepping out on my own as a freelance copywriter, brand strategist, and creative director. Currently, I work with clients like Samsung, ELLE magazine, IMG Fashion, and ClassPass to create content that makes people tick. From copywriting to brand strategy to content production, I specialize in creating campaigns across different channels and mediums. I conceptualize campaigns, help brands find their voice, script videos, and create data-driven content strategies. When I’m not grinding, you can find me ogling over disco balls (I’m a very serious aficionado), searching for a good curry (also, huge fan), or getting lost in foreign locales and writing about it in my travel magazine TRIPPER.
- eBay Watches | Sellers' ClubFor 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.
- Forever 21: "Unwrap"I was the only copywriter and content producer on this project. I worked directly with 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. Nick Young's "Unwrap Your Game" video was featured on USA Today, Sport's Illustrated, ESPN, Ya
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Projects credited in
- Forever 21 - CoachellaForever 21 appointed ODD as its strategic and creative agency partner in 2013. One of the first briefs we were tasked with involved creating standout for the brand at Coachella, the annual music and arts festival in California. Ambition As a brand rooted in Californian heritage, Forever 21 is the rightful partner of Coachella. This year, the brand wanted to deepen its alignment with the festival and host a party with a difference, setting it apart from competitors and creating high levels of consumer engagement. The ODD Solution We proposed a unique concept: A Party in the Sky that would literally elevate Forever 21 above the competition (and the Palm Springs skyline) for aerial brand exposure to provide a memorable party with huge appeal. An incredible Palm Springs venue was secured ahead of H&M and Phillip Lim, moments away from the airport and main road en route to Coachella, with comprehensive on site facilities and striking, spacious aesthetic. Enter, #Cranechella. With the highest buildings in the vicinity reaching only 15ft high, we raised the Forever 21 logo to 60ft above ground, whilst projecting the brand name onto the venue roof during darkness to maximize visibility. Headline act Azealia Banks performed 100ft in the air, and VIPs partied in true Palm Springs style at 20ft. Beautiful Effectiveness Drawn in by dramatic aesthetics, guests queued around the block to gain entry and consumer engagement escalated, with #Cranechella trending on Twitter. Forever 21’s Marketing Director agreed with the awestruck attendees, saying: “Party in the Sky is definitely going down in the books as one of the best!” 200% guest attendance versus 2013 1.3m Instagram loves 3,200 #Cranechella-related tags on Twitter
Creative DirectorReady Set Rocket
New York, United StatesFreelance
Clients: Estée Lauder, BlackRock, Conde Nast
Copywriter and Creative DirectorDanielle Robles Content
New York, United StatesFreelance
Original and branded content created for a variety of top tier brands and publications including Samsung, ELLE, Gap Inc., ClassPass, IMG Fashion - NYFW, and more. Topics focus primarily on the intersection of culture, fashion, art, technology, and social issues.
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- Content Strategy
- Campaign Concept
- Video Scriptwriting
- Ad Copywriting
- Brand Storytelling
- Brand Tone
- Social Media Marketing
- Creative Direction
MUSE Awards GoldReadySetRocketAlongside my team, I received a Gold MUSE Award in 2021 for my work rebranding the agency.