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Every year, my husband and I join friends on a trip to the Viva Las Vegas Rockabilly Weekender. We go for the music. We go for the shopping. We go for the chance to not have passersby ask, “Hey, are they filming some kind of ’50’s movie around here?” when they see us gathered with our cuffed jeans and archaic hairdos. But one of our favorite reasons to go to Vegas are the strange museums.
This year, we made a stop at the Neon Boneyard, the field where old Las Vegas signs go to die. It was pretty amazing from a “I pretend I live in the past” perspective, but also from the perspective of a typography lover, because some of these signs are the very place where these typefaces were created (House Industries, I’m looking at you).
The people at the Boneyard are young (*cough* maybe even younger than me *cough*), which is kind of an amazing dichotomy considering that Vegas is all about the New, repudiating its history as vehemently as a thirteen-year-old girl with her mom at the Mall. Our guide was not only a native, but a design student at UNLV. And when it came to Vegas history, he knew his shit. I won’t presume that everyone finds the minutiae of Las Vegas signage as fascinating as I do, so I will share with you just one of his stories. But it stars none other than the Strip’s wealthiest (and weirdest?) former denizen, Howard Hughes.
When Hughes was holed up at the Frontier in Las Vegas during his prolonged leave of absence from sanity, he liked looking out his hotel window to plot his plans for the town. Blocking his view, however, was the rotating, flashing and diamond-bright sign from the Silver Slipper (now reposing at the Neon Boneyard). Not only were the lights a bother, but some say that because the giant shoe paused for a brief moment while facing his suite before resuming its rotation, the megamillionaire recluse became convinced that someone had placed a camera in the toe and was monitoring him.
Hughes would call the Silver Slipper every night, demanding they turn off the lights (and secret spy camera?) so he could view Las Vegas undisturbed. As you might guess, they were less than obliging, which only angered Hughes further. So Hughes bought the Silver Slipper Hotel & Casino and forced them to turn off the lights any time he looked out his window. He then went on to wear Kleenex boxes on his feet and pee into milk bottles. So in the grand scheme of things, Howard’s sign-o-phobia might even pass for rational.
Work + News
Jay Chiat Awards
Duncan Channon’s "Nicotine Equals" campaign strategy, intended to awaken parents to the teen vaping epidemic, got the judges attention at this year’s 4A’s Jay Chiat Awards.
“We’ve changed!” says Big Tobacco
Guess what, all? The industry that’s responsible for more death and disease than any other and continues to peddle six trillion cigarettes a year is now your friend. Go figure.
A wanderlust-worthy rebrand
Inspired by the shapes and colors of dream destinations, DC rebrands Viator for a new wave of planning-adverse adventurers.
A new spin on IPA packaging
Most IPA cans today look like they were designed by the dude that did the Iron Maiden albums. All skulls and green lightning, giving full testosterone and acne vibes. So when tasked with driving a new look for Golden Road’s Ride On series, we banged a uey.
Kona Big Wave goes even bigger
After a decade of leading creative for Kona Big Wave, DC’s “Bring the Aloha” campaign relaunches the brand for a broader audience, moving beyond its craft roots to a priority position in AB InBev’s premium beer portfolio.
InnovAsian finds balance, and big results.
A blend of content creators and traditional photoshoots was the perfect recipe to increase InnovAsian’s engagement on social – without breaking the budget.
DC appoints first Managing Director, Kumi Croom
A game changer since her arrival six years ago, Kumi will lead account and project management and continue to shape DC’s culture and client relationships.
Empathy over stigma
DC is honored to have been selected by the state of CA to tackle one of the most challenging issues of our generation. And to be covered in AdAge.
This Golden Road work isn’t good
People always ask: You good? But that indicates a pretty baseline, “just okay” type of good. DC’s new campaign for Golden Road asks a question that aims a little higher from a city that does the same.
El Secreto esta en el balance
Nuestro nuevo comercial para la cerveza Mango Cart de Golden Road establece una conexión alegre entre la tradición Mexicana de bailar mientras se equilibra una cerveza abierta en la cabeza con el sabor de la deliciosa cerveza con infusión de mango de Golden Road.
Drink to the future
Organic wine industry pioneer, Bonterra Organic Estates, bolsters brand leader status with a future forward, fashionably chic campaign from DC.
Test it. Treat it. You can beat it.
COVID fatigue is real, but so are the treatments. Pushing through that barrier with a sing-along? Now that’s contagious in the best way.
InnovAsian finds balance, and big results.
A blend of content creators and traditional photoshoots was the perfect recipe to increase InnovAsian’s engagement on social – without breaking the budget.
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.
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.
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.
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.
