When one finds out that one of D/CAL’s co-founders is Tony Hawk, there’s a distinct pause. Then, when co-founder Adam J. Wilson explains it, it’s obvious why he and Hawk are together. Based in Detroit and LA, D/CAL’s heart, soul and lifeblood is based in subcultures. Additionally, Wilson has some serious chops and deep understanding of great marketing after his stints on the big brand side.
But when you start peeling it all back, you see deeply passionate people doing magical things for clients. It may have been a slow burn journey, but they’ve stuck to their beliefs that connections are what make great brands.
From Frustration to Foundation
Wilson didn’t launch D/CAL on a whim. “It was just sort of brick by brick, maybe paper cut by paper cut,” he said. His experience in traditional agencies and on the client side left him disillusioned: “We are not solving their problems. We are selling them services.” That disconnect planted the seeds for doing things differently—and more meaningfully.
Early Days and No Clients
D/CAL didn’t launch with a built-in roster. “We didn’t have a client, and we probably should. I would highly recommend that,” Wilson admitted. But he emphasized the importance of intentionality: “A client can become what the agency is all about,” so it’s crucial to align vision with opportunity from day one
Believability Over Buzz
Authenticity is a non-negotiable at D/CAL. “It kind of is the Holy Grail,” Wilson said. The team’s campaign for Wolverine focused on real tradespeople and multigenerational family businesses. One insight that stuck: “The most important tool I own is attached to my legs.” For Wilson, that kind of truth isn’t just good creative—it’s the foundation of strategy.
The Tony Hawk Impact
Wilson credits Hawk with bringing a unique edge to D/CAL: “He opened the door to a bunch more people that probably wouldn’t have taken my phone call.” Hawk’s deep roots in subculture and street culture guide the agency’s approach, along with a network of outside voices who help shape strategy from unexpected angles.
Subcultures Are the Strategy
D/CAL’s “Sub Method” digs beneath surface-level data. “Subcultures are greater than demographics,” Wilson said. “I want to know what Reddits they’re on.” By immersing in consumer interests, they helped brands like Scott’s better understand not just who their audience is—but what truly motivates them.
Advice to the Just-About-To-Jump Crowd
For anyone about to make the leap into agency ownership, Wilson had two big lessons: “Get your positioning figured out… and find someone who does business development.” Being different isn’t enough—you need a clear POV and a plan to grow it.
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
