ECD - HEIMAT
"WHAT HAPPENS IN THE WORLD, HAPPENS FOR YOUR AD"
Matthias Storath studied Communication Design and made his way: Becoming a creative copywriter for HEIMAT, Berlin. He then went on to Ogilvy & Mather in the year 2010 where he looked after campaigns for Deutsche Bahn, IKEA, ZMG, Coca-Cola and Media Markt, just to name a few.
Just a couple of years later he moved back to his home-base HEIMAT as Executive Creative Director where his expertise and ideas still flow...
LET´S START OUR CONVERSATION WITH JURY-MEMBER AND INFLUENTIAL DECIDER IN ANY CATEGORY AND CASE: MATTHIAS STORATH
Matthias, first of all: Welcome to the BFFF family! Your campaigns belong to the most influential and most talked about campaigns of the decade: Let´s stick with your "The house of imagination" for HORNBACH ...
DO YOU FOLLOW THE D-I-Y-TREND YOURSELF, OR DO YOU STRICTLY CREATE WITH PEN AND KEYBOARD?
First you create things in your imagination. Then there are lot of ways to bring it to life: words, pictures, films, buildings, products. So my part in the creative process is to come up with an idea. The photographer, director or graphic designer executes them.
YOU'VE CREATED THE HYMN FOR HORNBACH, ALTHOUGH YOUR ROOTS ARE IN COPYWRITING: HOW IMPORTANT IS THE VISUAL ELEMENT OF STORYTELLING IN THE CREATIVE PROCESS FOR YOU?
If you start creating something you always need to have a picture in your mind. A picture that wanders through several mediums and then becomes your work. If you don't have that, other's won't either. It's about creating a sticky picture in the mind of others... Their mind will start carrying this picture, this idea and when it's a good one even for the rest of their life.
However the right words sometimes create more powerful pictures than images themselves. And a few months later you might think you've seen a picture -- But you've only heard a word...
MODERN AND EMOTIONAL COMMUNICATION: IN YOUR NEW PAMPERS SPOT YOU'RE CLEANING UP WITH A CLICHÉ... HOW CLOSE IS YOUR PERSONAL CONNECTION TO THE PRODUCTS YOU'RE CREATING AN IMAGE FOR?
Well, since I’m a father I’m familiar with diapers. However I always try to keep a certain distance to the product, the I’m working for. That’s the reason why agencies exist: The point of view from outside. If creatives loose this point of view, they are nothing else than another department of the company they are working for.
WHICH CLIENT YOU'VE WORKED FOR HAS BEEN THE MOST CHALLENGING SO FAR? HOW WAS IT TO REBRAND A WHOLE POLITICAL PARTY FOR EXAMPLE?
Political Communication is challenging because the category isn’t known for creativity. However every brand is challenging in one or another way. A lot of people believe working for Coca-Cola, Ikea, Pampers or Hornbach is easy because they are great creative brands already. Actually it’s quite tough, one reason which illustrates that: You always have to compete with the great ideas from the past...
LAST BUT NOT LEAST: WHAT KIND OF WORK DO YOU EXPECT TO SEE AT THE BFFF 2017?
I hope the BFFF 2017 will surprise me.
Thanks for this interview!
Matthias Storath has won numerous national and international Awards. "Make it your Project" (HORNBACH) has been featured in the exhibition "50 Campaigns, that made history".
If you've made a film that could surprise Matthias Storath? Just submit it and....
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