News

Vegas: Howard Hughes vs. the giant shoe

See more photos on Flickr.

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

“They can’t take your ballot”

At a time of unprecedented voter suppression, the mission of Vote From Home 2020 is more essential than ever. Our new “Suppress This” campaign helps them get ballots into the hands of disenfranchised voters of color. You can help, too.

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.

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.

Two female presenting teens are at a table in a school library. One female with dark curly hair is sitting down with her back to the frame. The other is standing over the table with SweeTarts gummies in both hands and smiling.

SweeTARTS' Be Both is back

After the sweet success of last year’s 'Be Both' launch, SweeTARTS is doubling down on the campaign to Gen Z with brand new work in market now — and more to come in 2021.

Nicotine equals brain poison. Two images in a grid. Image to the left is the campaign example featuring two male presenting teens with their heads down smoking a vape pen with a copy overlay that reads Nicotine equals brain poison. The right image is the gold Clio award on a black background.

Nicotine = Brain Poison = Clio

Our work for CTCP has awakened parents to the teen vaping epidemic and won a slew of awards in the process (not nearly as important, but nice). The latest is that most venerable of ad accolades: the Clio.

Female presenting influencer posing for the camera in a sleek white blazer and leather black pants. She is confident and raises her hand to perfect her long brown hair that is styled in a middle part and she's wearing make-up that accentuates her strong features. She's in front of a mirror with a table with SGX NYC products.

SGX NYC · #hairgoals

SGX NYC wanted to increase awareness around winning two Allure Best of Beauty Awards and reinforce the brand’s positioning with cost-conscious consumers looking for premium products. We hit the bullseye with three well-known #hairgoals influencers.

Birds eye view over a male presenting young adult on the fire escape playing a guitar. Next to him is a notepad and pen and lush green plants creep into the frame. He appears relaxed as he plays his guitar.

Citi · Citigrammers

Citi wanted to increase awareness and favorability on social media, particularly within the music and dining categories. We assembled a team of influential visual artists to create the sort of shareable content the brand couldn't.

A grey-blue background with a circle of screenshots of various people speaking in a video conference call. In the center of the screenshot is text in white text letters that reads “Work Together.

Million-dollar talent from Upwork

To support COVID-19 projects, Upwork is donating a million dollars of time from their network of independent professionals. And who better to tell us about it than the pros themselves?

Diverse group of individuals and posing for the camera during the Coachella Music Festival. They are all self expressive through their make-up and fashion choices. Their individuality shines through as they each pose in their own unique way.

e.l.f. Cosmetics · Coachella

e.l.f. wanted to launch Beauty Shield, an all-new skincare line powered with antioxidants and SPF to help protect your skin against environmental aggressors. DCLA provided the perfect testing ground.

Grid image of 20 US employees on video conference call together. They are diverse in their age and their genders. They all appear smiling and some chatting like they are familiar with each other and enjoy working together.

Cotteleer in Campaign US

DC’s chief experience officer speaks with Campaign about the virtual world and how COVID-19 has actually brought DC’s SF and LA offices closer.

A mother of two lays in a hammock in her backyard. In the hammock with her is her two children. She appears a strong mother balancing work and motherhood. Her two daughters are smiling.

Empowering the pandemic parent

Amy, along with our CEO Andy, talking to MediaPost about the agency’s support plan for working parents suddenly at home with kids.

Action shot of a pink nike shoe as it hits the concrete. The person wearing the shoe is running. A pink Rakuten logo appears above the shoe as if it popped out from her shoe indicating the runner is a Rakuten user.

Rakuten

Loyalty or discount program advertising often dwells in the downscale world of the coupon clipper — a turnoff to savvier online shoppers. Our strategy was to present Rakuten as every bit as premium as the brands it offered rebates on.