For our latest episode of Meet An Indie Agency, we have a shop that knows their way around more than one type of deck.
D/CAL doesn’t just have a clever name that slyly invokes a connection to the skating community; one of its co-founders is none other than Tony Hawk, arguably the most famous name that has spawned from it – and invariably a brand in his own right.
Hawk and fellow co-founder and industry vet, Adam J. Thompson join IAN to discuss how the agency came to be, the upside of having a celebrity co-founder, and how this creative powerhouse combines deep craft and strategy with the right cultural touches for clients like Gucci, Gibson and Wolverine.
Watch the interview
Agency stats
- Founded: 2018
- Location: Detroit, MI
What the agency is best-known for
When one of your co-founders has a name that’s synonymous with a subculture, the access and authentic connection to that community is unparalleled. Wilson and D/CAL’s team bring a wealth of talent and experience to everything they do, but Hawk’s name brings undeniable distinction to its street cred.
Why the agency loves being indie
As Hawk put it: “The buck stops here.” Being indie for D/CAL means they don’t answer to conglomerates or committees, and can base their decisions and creativity on intuition, take chances and “get a little more edgy” when necessary.
Why brands should work with this agency
Brands eager to tap into a reservoir of creators that are authentically embedded in subcultures should give D/CAL a call. ”Wilson calls the agency “a force multiplier for in-house brand teams,” citing their ability to seamlessly integrate with existing brand teams to produce cutting edge work. The team also prides itself on being inventive and mentally tough – which they attribute to most of them being part of the skating community and its “fall down and get back up” ethos, which serves equally well in the advertising industry.
Hawk also notes that the team is “efficient,” works quickly and easily and “walks the walk” when it comes to speaking to and connecting with the culture, differentiators that are also big draws for talent.
Why talent should put this agency on their list
With an established pedigree heavily rooted in culture, talent and creators skittish on working with brands that may have inauthentically capitalized on their IP in the past will find a team and a network not only protective of their community and work, but fierce advocates for them and their creative freedom. In fact, a large percentage of the shop (between 30-40%) comprises talent with no agency background, according to Thompson.
Marketer shout out
- Norm de Greve, Global Chief Marketing Officer, General Motors
Learn more
- Find D/CAL Here
- Join D/CAL’s Creator Network Here
- D/CAL on Instagram
- D/CAL on LinkedIn
- Adam J. Wilson on LinkedIn
Contact
- info@dcalagency.com
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