The reason DS ends with “Projects” is because that's what it initially was, a project or side hustle. That side hustle has grown to bring the voices and talents of modern creators to the most respectable brands in the world through inspiring advertising, content, and storytelling.
It all began with my own passion for photography and interest in meeting like-minded people. I was introduced to Ryan Parrilla who was just 15 years old and was struck by his incredible talent and unique voice. At the time, I was working for an advertising technology company and had a vision that Ryan was special, could become a world-renowned artist and that I could help make it happen. Within a few months of signing a management contract, Ryan was gifted equipment by Canon, shooting ad campaigns for Nike and profiled in numerous global publications.
While working with Ryan, I met a new generation of content creators who I believed represented the future of branded content. What was the basis for that early belief?
It was becoming apparent that our culture had an insatiable appetite for content, especially strong visual content that spoke in an original and compelling manner. On the flip side, brands wanted to tap into this demand and were looking for support to produce engaging visuals and storylines to engage with new audiences.
It struck me that the days of massive, generic ad campaigns would fizzle out and localized, authentic marketing efforts across markets would be prioritized. And, what better way to fill that brand need than providing new generations of creators an outlet to express themselves and help the brands.
With that belief and passion for building a business, I decided to launch DS Projects. Since day one, the vision has been the same— to work with top creators to produce compelling content for major brands looking to inspire action and unlock new audiences.
In the past two and a half years, belief, vision, and reality have merged as we have worked with hundreds of creators, producing campaigns for Audi, Bally, Budweiser, Fila, Governors Ball Music Festival and that brilliantly have connected with the new generations.
But, we have only just begun. To further grow the business, it has become clear that the industry needs deeper lines of communication and advanced education between brands and creators. I believe myself and DS Projects are in a unique position to lead the platform that opens up a dialogue and provides tools for the modern creator to understand brand needs and tell their unique story. Our theory is that by building these tools, we all learn, develop consistencies throughout the industry and help advance the community.
Today we launch our first set of tools for the Modern Creator, which includes, Loading, a platform for creators to stay updated on trends, industry news, and find inspiration.
The best has yet to come. This is still the early steps of developing tools that benefit the needs of the modern creator.