Josh Duhamel and Dakota Media Are Shaking Up Iconic Brands

Typically it helps to pressure manufacturers out of their consolation zone—and that’s the place Dakota Media is available in.

Actor Josh Duhamel and media visionary Josh Algra, co-founders of the artistic and manufacturing company, joined Adweek CEO Will Lee at Brandweek to debate their ardour for serving to firms create consumable content material whereas staying true to their model story.

Positively disruptive

The duo based the company in 2019 and have since labored with main manufacturers just like the Nationwide Soccer League’s Los Angeles Rams, the PGA Tour and Hyundai. Their strategy is easy and impactful: “We actually need to make noise and assist these firms be who they’re and discover a cool approach to do it,” Duhamel mentioned.

Algra added: “For us, being positively disruptive is necessary. It’s not all the time straightforward to get there—you type of must pressure folks to get out of their consolation zone.”

An instance is their marketing campaign for 3M, a tech firm that manufactures industrial and shopper merchandise. Dakota Media was tasked with selling the 3M Open golf match and efficiently executed marketing campaign objectives by highlighting how 3M-manufactured machines constructed TaylorMade golf equipment.

“We attempt to humanize a few of these manufacturers,” Algra mentioned, sharing that the staff spent quite a lot of time digging into the model’s lengthy historical past, which is rooted in science and tech.

Conserving issues recent

With Duhamel’s expertise in entrance of and behind the digital camera, and Algra’s expertise in tech, sports activities and tourism, Dakota Media is making its mark in branded content material. Its LA Rams marketing campaign for the NFL Draft garnered quite a lot of consideration, that includes A-list expertise like Bryan Cranston.

The artistic companions attributed the marketing campaign’s success to their collaboration with the Rams advertising staff and a sure degree of consolation on set for the expertise that stems from Duhamel’s prior relationships with a few of the stars and athletes. Algra credit his companion with working by means of a lens of all the time desirous to make the work totally different and interesting.

“That’s what we attempt to do: Attempt various things, attempt to shake it up a bit bit. A few of it really works, a few of it doesn’t,” Duhamel summed up.