In Creativity’s Details Is Where David Stephan Fell in Love
In 2015, David Stephan and his best friend Martin Eggert founded the German agency David+Martin, keeping three things at the heart of company ethos: creation, attitude and courage. Today, with clients such as Burger King, Fielmann, Ritter Sport, Flaconi, Betway and offices spanning Munich, Berlin and Hamburg, there’s plenty of creative talent and work going through its doors.
Delving deeper into innovative and creative minds of the German industry, this interview comes as part of production company REKORDER’s ongoing sponsorship of the German Edition with LBB. Each piece in the series will use a reflection from a REKORDER director as a springboard for the conversation. In this particular interview, our starting point comes from the insight of one of the production company’s talents.
Director Elena Petitti di Roreto says,
“I want to see a more ethical approach and awareness in how we craft an image and in the process of narrative creation.”
To delve deeper into this topic, LBB’s Nisna Mahtani speaks to David to get an insight into his approach, as well as to hear more about his journey so far.
LBB> In your opinion, what do ethical approaches and awareness during the creative process look like? How do you incorporate that within the initial stages of a brief?
David> We advertisers need to be aware that we shape the perception of normal. If we tell stories, who do we show? What does a typical family look like? Where are they? Who is the hero? Who is the smart one? People often work with stereotypes, because it’s easier. Everybody gets it instantly. But we have the power and responsibility to change that. No matter if it’s the initial idea or production decisions like casting – always question your first impulse. That is not only the right thing to do but also leads to better creative outcomes.
LBB> When working alongside a client, how do you get them on board with this approach?
David> That’s the hardest part. But isn’t it always? There have been a million great ideas out there, but it’s getting challenging when it’s about selling them. We’re always trying to have a solid strategy in the backhand and some other proofs of concept. I think there’s no way to stay irrelevant and/or old-fashioned for brands that want to make a difference today. That’s why we love to break categories and open our clients to a way of doing something exciting and new.
LBB> Throughout the time you’ve been working in the industry, how has the creative process changed and what has remained the same? Do you anticipate any changes in the near future?
David> We’re living in a rapidly changing world. Everything has changed. Just take a look at the way of creating films before the digital era: When you had to bring the spools back to the laboratory at the end of the shooting day. But also within the whole process: back in the day those aforementioned creative techniques were taught and you were constantly in mind-mapping, brainstorming and whatever-sessions… thank god these days are over. I do like a more focused way of finding the right idea.
LBB> Taking things back a little, what was your starting point within the industry? How did you hear about it and what was your first job in advertising?
David> While I was studying in Italy, I was short on money like all the other students. So, I made a deal with the local nightclub owner, since his flyers looked like crap. I started designing his new flyers and got free drinks for me and my friends as payment. That was probably the best deal in my life and the worst for the nightclub owner. Right after that, I started a little side business with a friend and we started creating artwork and everything else needed for small local shops and companies.
The fun thing is, right after finishing university I did my first internship for a big German advertising agency, where I found myself in a miserable situation and a creative director was treating me like shit. After that, I needed a break from the industry and worked as a TV host. I always knew that I wanted to go back to the industry, but I changed the approach and became a text/concept creative.
[Hannoversche - 'Insure the now - Family']
LBB> Can you talk us through the journey that saw you become the founder and creative managing director of David+Martin?
David> Puh, that’s a long story. But I guess, the most interesting thing about this way is the very end. After working for a couple of agencies as a creative director, I’ve decided to create something on my own with some friends from the industry in Austria. The whole shop skyrocketed, but after two or three years I realised that there are too many barriers in Austria – money and creativity-wise. Since Martin ended up in the advertising world as well, we’ve decided to start something new together. We’ve always been a good team and friends for many years, so the decision was easy. So, I broke up with my ex-girlfriend, sold my company’s shares and jumped into my car to start all over again. I started sleeping on Martin's couch and we were working 24/7 while trying to find clients - loaded with nothing but passion. That was such a great time.
LBB> Throughout it all, what’s your favourite part of the creative process? And equally, what is the most challenging aspect for you?
David> To be honest, I’m super passionate about my work. Advertising is a drug; you hear time and again. But that’s BS. I’d say advertising is my passion. I’m not addicted to it. It’s even worse: I love it. I do love every single step/aspect of the creative process. From finding the idea to bringing it to life. As stupid as it sounds, I still enjoy even the smallest steps in the post process such as grading and composing sessions in the post process. I try to work on the product as much as I can. The most challenging is obviously the rapid growth of the company and all the side hustles next to my creative work. Management is robbing so much of my spare time but it’s a part of the job.
LBB> Is there a recent campaign you’ve been particularly proud of? What about the process and finished product made you keen to highlight it?
David> I think I do love the Hannoversche films [above] a lot, because it was a completely new way of storytelling, and I was admiring the whole process with thirtytwo and the infamous Susie Laville. I was truly amazed by their non-typical, non-ad-y way of creating films. Especially since we were able to shoot on 16mm again. I know it’s quite vogue these days to shoot on film again, but 16mm is still completely different to 35mm.
And I’m still super happy about the result since it was something unexpected. I’d even say a new approach to storytelling. At least in the commercial world. The fact that the campaign is for a super traditional German Insurance company, makes the outcome even better for me.
LBB> Within Germany, what is the creative scene like and how does the country inspire you personally?
David> We do have a big creative scene here in Germany. There are a lot of great personalities, but also some new agencies and faces are coming up here quite frequently. The scene is very well connected in general and a million things are happening all the time, where you can meet the same people. Thank god the scene is also getting more diverse, more international, and much younger. What we need, and I guess it’s everywhere the same, are more young and hungry talents with a completely new perspective.
But I also admire all the legends out there and everyone else who’s still passionate about the job after so many years and it always shows me that I’m not alone in my passion and craze.
LBB> What are some of the trends which are influencing you at the moment? And what are some of the big trends that you believe will influence the industry going forward?
David> I try to find new ways of telling stories now. I’ve always been driven by the willingness to find and try out new angles and perspectives. I should be saying ‘AI’ here, which of course is by far the biggest ongoing change and challenge for the industry, but it’s just one aspect of many. Just think of data, targeting, new/shorter formats and the importance of purpose.
LBB> The David+Martin agency committed to paying production companies for pitches as well as including at least one female director. How has that implementation changed things so far and how do you hope to build on it in the future?
David> Implementing this has changed things in two ways. Looking at our own perception of pitches, I have the feeling we already created more awareness for ourselves in the process of selecting our possible production partners also in regards to how our creatives screen potential creative talent. Always on the lookout especially for new female talent. Looking at the outside perception, both clients and production companies have given us much appreciation for manifesting this. We are pushing for the pitch to become a much more essential and esteemed part of the production again and we believe the quality of our work reflects that.
LBB> Is there a piece of advice you received early on that shaped the way you approach things? Can you share it with us?
David> Always stay curious and passionate and respect the work of other people. And don’t be too shy to ask them about their skills and their way of working. Try to talk to people outside of your comfort zone. I’ve always been interested in seeing new perspectives and trying to understand other people’s work.
LBB> Where do you find your personal creative inspiration? Is it through the research process, are there hobbies and interests which create that spark or is it something else entirely?
David> Tough question. I wouldn’t say there’s something specific that guides me to an idea or inspires me in general. That’s a sum of a million things: my family life, the conversations with my wonderful wife, the news and blogs I read, all the movies and TVCs I watch, etc.
All I can say is that for me most ideas come in randomly when I’m often in the most stupid situations with no option for writing them down…
