Dirt, an independent publisher launched in late 2020, is revitalizing brand partnerships through innovative, creative collaborations rather than standard advertising. Co-founder Daisy Alioto describes these partnerships as akin to streetwear collaborations rather than traditional ads, using commissioned works that align brand sponsors with engaging narratives. Projects funded by various brands, including Zora and Mubi, aim to create immersive content, responding to a widespread dissatisfaction with typical digital advertising. This model not only drives revenue but also fosters a deeper connection between brands and their target audiences.
The intentionally bespoke approach is meant to offer an alternative for brands uninterested in competing with algorithms for the attention of their audiences.
I try to treat advertising briefs as creative prompts. Our partnerships are more like streetwear-style collaborations, like Supreme doing a Metrocard, than traditional advertising.
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