“It’s more or less performance art,” Farrington says of his dickish empire. “It’s a form of therapy.”There are even (well-produced) commercials for the brand. Here's one:
Farrington had been working in finance and the music business, but grew disillusioned with the inequity he saw in his working life. Regular schlubs who made mistakes got canned, while the people at the top got golden parachutes.
The financial devastation of 2008 was particularly tough to watch. Farrington had always believed that hard work would be rewarded. He put himself through college and went to night school, earning an MBA and toiling long hours to provide for his wife and children. But he realized it just wasn’t so, and had a panic attack.
“It was my wife that actually said, ‘You can either care less, or find an outlet,’” he says.
So he cashed out a portion of his 401(k) four years ago, using half on his undergrad debt and half to get Dick to Dick off the ground. The production values of the videos and websites clearly required some cash, and the spots ran on basic cable in Los Angeles, which required more. He had a lot of help from friends, but it was still an investment with absolutely no financial return.
“Zero revenue in four years,” he says. “It’s all personally funded.”
The basic message is to get people to question the ways big businesses work and how they protect the biggest fish, and to contemplate how people stay trapped in jobs because they need to make a living.
“I’m just voicing my frustration with living in America,” he says. “I’m trying to raise kids.”