News
It’s not just the sugar talking when we say that we’re so fired up about our new client: iconic candy brand and childhood favorite, SweeTARTS. Check out our Be Both launch work designed to speak to Gen Z’s embrace of duality and fluid identity.
The manifesto video above will live on the brand’s homepage and act as a kind of north star for all the Be Both work. New bite-size TV and digital spots begin playing this week on E!, Comedy Central, MTV and others. And the media spend will be fortified with a robust social presence as well as influencer activity.
Said DC ECD, John Kovacevich: “The Be Both idea is such a rich creative territory — the collision of colors and styles is a fresh new look for an old favorite. We’re excited by the first batch of work and the ways the campaign will come to life in the years ahead.”
We even got a little launch-day love from Ad Age.
Work + News
Empathy wins
DC is honored to announce that our work for the California Tobacco Control Program to help smokers quit in an empathetic way has been recognized with a Clio Health award.
TikTok campaign breaks records
e.l.f. celebrates self-expression and individuality with beauty products for every #eyeslipsface through the most viral organic TikTok campaign ever created.
Hope and dance for foster kids
Our latest project for SFCASA is a short film featuring a former foster youth who tells his story through dance.
Coachella x Tattooed Chef
DC’s experiential team partnered with Tattooed Chef—bringing the brand’s edgy, purpose-driven ethos to life at Coachella’s 2022 return.
The Little Big Lie
Our new campaign for the California Tobacco Control Program calls out Big Tobacco on the cigarette butts polluting our Earth - and bodies - with harmful microplastics.
A toast to red, white & green wine
A tasty wine that’s also green? Sounds like a winner to us. We’re excited to be partnering with Bonterra Organic Vineyards to bring their vino to more wine lovers while elevating their brand within the industry.
Foster kids above all
DC’s latest social impact campaign asks adults to ‘Show Up’ for foster kids.
Kona makes the playoffs
After eight great seasons, our winning Dear Mainland campaign makes its NFL playoff debut. Check out the brothers’ latest gameplan for a life well-lived.
Solving for data dissonance, DC rolls out Data + Tech Practice
With data as a critical asset for our agency and our clients, DC invests in the launch of a new team and proprietary analytics tool, the Table.™
Vaccinations, empathy, and equity
The “Let’s get to immunity” campaign, for the California Department of Public Health, counters COVID-19 vaccine hesitancy by meeting people where they are, and rooting every message in empathy and respect.
DC adds creative triple threat
We’re excited to announce the arrival of creative directors Kelly McCullough and Jessea Hankins, and design director Darlene Gibson. Great talents and great leaders, too. Welcome aboard, you three!
Eat to the beat with SweeTARTS
Launching today, the SweetBEATS mixer lets fans create musical loops, share them with friends, and enter for a chance to win a one-on-one virtual studio session with pop legend Christina Aguilera.
TikTok campaign breaks records
e.l.f. celebrates self-expression and individuality with beauty products for every #eyeslipsface through the most viral organic TikTok campaign ever created.
Coachella x Tattooed Chef
DC’s experiential team partnered with Tattooed Chef—bringing the brand’s edgy, purpose-driven ethos to life at Coachella’s 2022 return.
When the clinic’s a carnival
How do you convince a particularly hesitant group of Californians to get vaccinated for Covid-19? With free games, music, food, slushies and a great big Ferris wheel.
Brow besties, IRL
To re-energize their brow line, e.l.f. rolled out a digital campaign with real-life besties and beauty influencers Roxette Arisa and Yesenia Hipolito, and celebrated with a fabulous dinner produced by DC.
Beautyscape in the Bahamas
Created by DCLA for e.l.f., the fifth installment of the award-winning influencer program is now underway in the Bahamas. And garnering more heat than ever.
CBS x Alfred Coffee · Emmy Awards
DCLA partnered CBS Studios with Alfred Coffee to reach Emmy voters and garner support for Star Trek: Picard. The timely work tapped into the diversity and inclusion central to Gene Roddenberry’s original vision.
Gap · Dress Normal
Gap asked us to build consideration and generate trial for their newly launched “Dress Normal” brand platform. Thirty influential Instagram photogs helped us do just that.
Nabela Noor for e.l.f.
DCLA created a can’t-miss launch event for Bangladeshi-American sensation Nabela Noor’s collaboration with e.l.f. Cosmetics.
Gap
With the Be Bright campaign, we secured the rights for Gap to be the official concert tee at the summer’s hottest music festivals.
Universal Orlando
Universal Orlando leveraged DCX’s stable of influencers to reach the difficult-to-reach teen and tween audience — and succeeded 40 million times over.
e.l.f. 2020 Halloween activation
Duncan Channon’s LA team kept the halloween spirit alive by bringing a spooky holiday pop-up straight to beauty influencers’ homes.
Beautyscape influencers launch e.l.f. collection
It’s a beautiful day at DCLA with the launch of the e.l.f. Cosmetics Retro Paradise collection — the new collection from e.l.f.’s Beautyscape winners Alissa Holmes, Diana Curmei, Elicia Aragon, Jessa Green and Valeria Loren.
