Projects

Monster Energy Drink

Brand storytelling // Tailored editorial // Photography

In 2023 I pitched an idea to Monster Energy Drink to reshape their storytelling around their athletes and events, based on the principles of authenticity and credibility and with an original method of content distribution as a measurable outcome.

Consequently, Monster invited me do a presentation on contemporary forms of storytelling to their international marketing teams, at a conference in Italy. My talk focused on new forms of visual storytelling, whose cornerstones are credibility, authenticity and are research based, yet turn to the most cutting-edge of display and distribution to deliver their stories to a broad audience.

Monster also commissioned me to create visual and written stories about their athlete Maud Le Car and artist Mica Dori. Here my pitch was to shed light on the incredible work these two amazing women create and what has shaped their life choices. Again, these stories were centred around authenticity and credibility, shunning the skin-deep representations of women in action sports.

The project generated measurable success for the brand, with stories featured in five distinct media outlets, the generation of pictures and written features for both internal and external use in a variety of touch points.

TSG – Protective Gear for Action Sports

Product naming // Product descriptions // tailored editorial // digital marketing

TSG is the market leader in protective gear for action sports, and I am proud to count them as a longstanding client.

They commission me to create a range of copy for print and web, including product descriptions, naming and B2C marketing campaigns. I also create tailored editorial for them, that champions their products, events and team riders.

Many of these projects demand the translation of complex technology into accessible copy which is engaging and credible to the brand’s broad audience of bikers, skaters, skiers and snowboarders.

I am really stoked to collaborate with TSG as it keeps me at the sharp end of sports that I am personally and professionally invested in.

RESPECT COLOR – Ethical Fashion Brand

Brand identity // Brand consultation // Brand dictionary // Product description

I was approached by startup fashion brand Respect Color to write their brand story and create a copy style that would reflect their ethical approach to sustainable fashion and advocacy.

After a successful launch Respect Color further commissioned me to write their brand book, define their brand dictionary and write product descriptions for their street fashion products.

Respect Color is a dream client as they are happy for me to push the boundaries of brand copy and trust me to represent their ethical approach to fashion with respect and sensitivity.

LYNX – Market Leader in Snow Motorsports

North American launch campaign // Brand identity // Marketing & Advertising copy // Script writing

Because of my in-depth knowledge of action sports and proven ability to write for niche audiences, London based advertising agency Keel asked me to create a campaign across multiple touchpoints for the 2023 North American launch of the Finnish Ski-doo brand Lynx.

This was a complex brief that demanded a deep dive into the world of sledders, and the translation of highly technical information into engaging copy for a core audience.

The brief included the creation of product descriptions, video scripts, social media posts, POS material and advertising tag lines, while the cornerstone of the campaign was both to deliver the energy of the sport and brand, and highlight the ‘sisu’ of Lynx’s in the American market.

THE GUARDIAN – Global News Organisation

In-depth journalism // Long-term documentary projects // Travel features

I have been a contributor to The Guardian newspaper for over twenty years, creating unique features in words and pictures on a range of topics, from sports and travel to social issues and the environment.

I am commissioned by section editors to write and photograph stories, including travel features and product reviews, but I also pitch features that I have researched and completed under my own steam. These include an in-depth exploration of the pacifist Christian community of the Bruderhof; the impact of post-Brexit congestion on rural communities surrounding the port of Dover; and life in the refugee camps of northern France.

Other news publications I write for include The Times, The Sunday Times, The Independent, G2 and The Express. I also

I approach all the stories I write for print and digital media outlets with the same attention to detail, integrity, respect for my subjects and readers and dedication to authenticity as I do all my written work.

The written word is a powerful weapon and in the right hands it can be used to make a better world for all.

BRIDGESTONE – Global Motor Industry Brand

Branded content creation // Advertorial // Storytelling

London based creative agency WeAreFearless commissioned me to create a batch of features to populate Bridgestone’s Olympic campaign site.

Central to the campaign, entitled Chase Your Dreams, No Matter What, were national teams of brand ambassadors, whose stories of adversity and sporting success I told in 16 long-form articles.

These were an allegory for Bridgestone’s mission to keep customers safe, confident and on track, whatever their journey might throw at them.

Additionally, I was commissioned to write 7 articles to define Bridgestone’s campaign and their partnership with the IOC.

Working to a tight deadline and navigating the whims of both clients and agency I successfully produced a campaign that was well received and lead to further work with WeAreFearless.

TESTIMONIAL

“We roped Danny in very last minute to help out in the middle of a rather complex web/editorial writing project with a crazy deadline. He was everything you need from a writer in that situation. Punctual, professional, not precious and so easy to work with; despite loads of feedback and the usual curve balls. He rolled his sleeves up, got fully stuck into the campaign and got the work done; going more than the extra mile. Danny is also a genuinely lovely guy; whose passion for photography and incredible life experiences make him a fantastic writer and exactly the kind of good egg you want on your project. I highly recommend him”.

Lindsey de Beer, Creative Strategist

Red Bull Media House – Media outlet

Athlete interviews // Events coverage // Opinion pieces // Site editor // Copy proofing and editing

For over ten years I’ve written, edited and proofed copy for Red Bull Media House and the sports agency EyeSprint.

In this role I have had the privilege of interviewing some of the most incredible athletes in the world and translate their stories into credible stories for a sports-savvy audience.

I have also been able to play my role in the success of events, campaigns and film ventures that are pushing the envelope of professionalism, creativity and entertainment in sports.

But my crowning glory was as editor for Red Bull’s innovative ultra marathon event Wings For Life World Run, creating content, editing the website and social media channels and managing a team of creatives.

ONBOARD MAGAZINE – Pan-European Winter Sports Magazine

Editing photography and copy // content management // Team management // Brand identity // Content creation // Budgeting

Between 2000 and 2013 I was the editor in chief of the pan-European snowboard magazine Onboard. On this ride of a lifetime I managed an international team of designers, writers and photographers in Germany and France, creating Europe’s best selling multi-lingual winter sports title in four languages. As well as being a dynamic team leader I was also a prolific contributor to the magazine in words and pictures and guaranteed to be the first on the mountain and riding the last bin down. That’s how I roll.