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David ROTH
Executive Creative Director | STRAIGHT
With a great passion for music, writing and an unconditional creative drive, David founded his own publishing house at the age of 20. His lifestyle magazine "Lake Life" had a circulation of 80,000 copies. After a couple of years he went on tour with a rock’n roll band and started as a freelance copywriter for international clients and agencies. After being on the road for a while it was time to settle down on permanent basis in Switzerland. Some awards and vocations as a university lecturer later he followed Munich's call where he is now spreading the holly word of "storyteching". Well, if you don’t know what this is all about, then just give him a shout.
questionnaire
What was your very first job? What does it feel like to look back at it now?
My first advertising job was a message architecture for Orange (mobile). Looking back I think: hell, luckily I got better.
Please describe, in your own words, what your current job is and what work it entails.
At the moment I’m the lead creative for the Munich based agency straight. I’m responsible for the creative outcome of our campaigns and digital unit. My speciality: “storyteching”.
How did you discover that the creative world is right for you? Was there a time in your life that you credit to this discovery? Which train of events did bring you to where you are today?
It sounds like a phrase, but I always loved advertising. Even when I was a child. My parents told me that I scribbled my first ad for my Dad’s BMW when I was about 6 years old.
In your constantly growing and expanding industry, how and where do you usually find inspiration to keep your work fresh, innovative and relevant?
The best inspiration you’ll find out in the streets by talking to people, enjoying the day. Because that’s what is really relevant in life.
If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be?
Oops, that’s like “tell me your favorite song”. I would say my first job. The message architecture for Orange (mobile). Because I had to prove myself. And I did.
Which creative disciplines do you commission most, and are most interested in seeing more of and why? (i.e. photo, film, social, experiential, vr, etc)
I love all kind of creative disciplines as long as it is made with passion. I love the quiet work. The art work or the lines which remain undone until your imagination is completing the puzzle.
