• by Richard Whitman , Columnist, November 16, 2018

Skateboarding legend Tony Hawk is the latest celebrity to try his skill (and luck) in the ad agency space with the formation of Detroit and San Diego-based D/CAL, described as a hybrid brand consultancy and creative agency.

Hawk is no stranger to the ad world — he has been producing an array of content, including commercials, for years through his production company 900 Films.

And he’s hedging his bets in the new venture by bringing on some battled-tested agency pros. Cofounders include Adam Wilson, formerly with mcgarrybowen, and Rayan Maconachie, who has served with Arc, Leo Burnett and Trisect. Also joining as cofounder is 900 Films veteran Jared Prindle.

The company says it will offer a full suite of brand consultancy and agency services and will “thrive at the intersection of culture and commerce.”

"I've worked with many brands and their agencies over the years and even as a relative outsider looking in, I understand the challenges between clients and agencies. Our approach is unique, with an emphasis on authenticity," stated Hawk.

Charter clients include Drought and HoMedics, both based in Michigan. The Tony Hawk Foundation and CityBase of Chicago are also on the client roster.

The agency will have input from a cultural advisory board filled with creative types the company says will allow it to "plug into cultural verticals ranging from music, design, food, gaming, and action sports.”

It will work with specialists like app developer Detroit Labs.

"We can build a full-service offering or complement a brand's in-house agency without putting the burden of scale squarely on our clients," added Katherine Huber, director of client services. "Clients and agencies don't want to feel boxed in anymore."

Hawk is just the latest celeb to launch an agency.

Actor Dwayne Johnson and his business partner Danny Garcia launched Seven Bucks Creative a little over a year ago. NBA great Magic Johnson’s business empire includes an urban-marketing operation. He also launched a multicultural shop in partnership with Fort Lauderdale-based Zimmerman Advertising.