Russell SimmonsAll Def Digital announced the launch of an in-house ad agency, which will aim to forge connections between brands and urban-centric millennial audiences.

The creative unit, named ADHD, will team up with select brands to create content that appeals to urban youth.  The group will be overseen by Josh Mandel, a two-decade marketing vet who has developed campaigns for brands like Nike, Samsung, Beats by Dre, Activision and Adidas.

“ADHD is the home for brands that want to connect authentically with the generation that is driving culture forward in the U.S. and around the world,” said Sanjay Sharma, the CEO of All Def Digital.

Earlier this week, the media destination — which has amassed 1.4 million subscribers on its flagship YouTube channel — announced the production of All Def Roast, with rapper-actor Snoop Dogg set to appear as the series’ inaugural guest.  ADD plans to share short-form content from the Snoop Dogg special across its digital platforms as well as Facebook Live. Future All Def Roast guests will include comedy, music, sports and political figures.