David Apel

I turn strategy into ideas people care about, then into communication that builds brands and converts.

I started in art direction. Today I work as a creative director: I set the concept, shape the design, lead the team until the work is out. More than ten years in agencies, for brands like dm Drogerie Markt, Opel, Hyundai, Mastercard, Jägermeister and many more. Based in Frankfurt, working remotely across Germany and Europe.

See the workGet in touch

Tell me who you are

I’m

Pick what fits and the work below adjusts. Or just scroll, everything is there.

Selected work

10 projects

WongDoody · Creative Director

dm Drogerie MarktBaby & Kind

A brand platform families could actually feel, across POS, app, content, social, podcast and film.

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WongDoody · Creative Director

dm Drogerie Marktdm med

From symbol to system: strategy, branding and campaign for dm’s health brand.

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INNOCEAN · Senior Art Director

HyundaiBuckle up for N

An integrated campaign for Hyundai N at the 24 Hours of Nürburgring.

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McCann · Art Director

OpelBrussels Motor Show

Competitors’ iconic claims, recoded with “FOR EVERYONE.”

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Opel poster with the line Vorsprung durch Technik. FOR EVERYONE. in front of an Audi dealership

McCann · Art Director

OpelZafira Life

“Everyone deserves the best seat.” The integrated launch campaign.

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Leo Burnett · Junior Art Director

LidlBillboard Harvest

A concept for a social and POS stunt that makes freshness visible at a glance.

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Lidl Billboard Harvest: a field seen from above with a frame the size of a billboard

MRM//McCann · Art Director

OpelGermany’s Next Topmodel

A social campaign showing a fresh side of the brand.

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Spark44 · Senior Art Director

Jaguar Land RoverValentine’s Day

A social greeting with a logo switch across all channels.

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PUK · Art Direction & Idea

JägermeisterHausBar

A pop-up bar that turns up at the front door of the friend who never comes out.

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Guests at the Jägermeister HausBar pop-up event

Leo Burnett · Junior Art Director

LifeStrawPrint campaign

An idea that turns diseases into refreshment.

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LifeStraw ads: disease names formed from dirty water pass the filter and turn into a clean splash

For brands

What you get

Senior creative direction without the agency overhead. You get one contact, a clear scope and communication built to work, for the brand and for sales.

01

Brand

A brand people recognise and your team can run.

  • Positioning and brand idea
  • Visual identity and tone of voice
  • Guidelines and templates
Case: dm med

02

Launch

A product that gets noticed, understood and bought.

  • Launch idea and campaign
  • Key visual, film and social assets
  • Point of sale and digital
Case: Opel Zafira Life

03

Shop & Social

Product communication that converts where people buy.

  • Product pages and Amazon A+ content
  • Meta and TikTok creatives
  • AI-supported product images and short films
Social ads: dm Baby & Kind

Talk about your brand

Questions

Before you write

What does a freelance Brand & Creative Director do?

I develop the idea behind a brand or a campaign and lead it through to the finished work: strategy, concept, design, film and social. For agencies I step in as creative lead. For brands I am the single creative contact.

Do you work alone or with a team?

Both. I lead the work myself and bring in freelance specialists such as copywriters, designers or film crews only when a project needs them. You get a team sized for the job, with one contact.

Do you work remotely?

Yes. I am based in Frankfurt and work remotely across Germany and Europe. For workshops, shoots and key presentations I come on site.

How does a project start?

With a short call about your brand, your goal and your timing. You are welcome to say what you have in mind, and we find the solution that fits your company.

How long does a project take and what does it cost?

That depends on what you need. After the first call I send you a first timeline and a cost estimate, tailored to your company, so you know what you get before we start.

Do you also work with small and mid-sized brands?

Yes. My offer for brands is made for small and mid-sized companies with a product, a budget and a reason to communicate, such as a launch. The experience behind it comes from more than ten years on brands like dm Drogerie Markt, Opel and Hyundai.

Do you use AI?

Yes, where it makes the work better or faster, for example for product images, short films and variants. The idea and the judgement stay human.

About

Originally coming from a visual and design-driven background in Art Direction, I now lead across concept, craft and strategy: shaping ideas, developing teams and helping brands stay relevant in a rapidly changing landscape.

I lead with clear direction and fair collaboration, combining creative excellence with modern tools and AI where they help create better work.

Stations

EverbrentFreelance Brand & Creative Director, current
WongDoodyCreative Director
INNOCEANSenior Art Director
Spark44Senior Art Director
McCannArt Director
MRM//McCannArt Director
Leo BurnettJunior Art Director
PUKArt Direction Intern

Let’s talk

Got a brief, a pitch or a brand that needs an idea?

hallo@davidapel.de