Danny Burrows copywriter

I approached Monster Energy Drink with the idea to reshape their approach to storytelling for their athletes and events, based on the principles of authenticity and credibility and featuring unique methods of content distribution as a measurable outcome.

Consequently, Monster invited me deliver a lecture on contemporary forms of storytelling to their international marketing teams, at ACM in Italy. My talk focused on new forms of visual storytelling founded on credibility and authenticity, which use original forms of display and distribution to reach both invested and new audiences.

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.