David Smail

David Smail

Creative Director/Copywriter at Moot Advertising
Boulder, United States

About me

I like to think that everything is a creative opportunity. No matter how large or small. It could be a brief, a thought in the shower, or a phone call. Greatness is lurking behind every corne
I ended-up at my first gig in Asia after losing a late-night, best of 33-game nine-ball match and the resulting wager.
I've been involved in and managed campaigns and productions across continents, and languages.
I've often been put in the position of, and enjoy, orchestrating partner agencies on integrated campaigns.
Have supervised dozens, but still love the two, or even better, one pizza rule when it comes to teams.
Everything should start with a human perspective and an empathetic point-of-view.
An extremely talented and future ad hall-of-famer once said, 'The biggest ego in the room should be the brand.'
I think she's right
I'm an ardent fan of words and emotions. Specifically rearranging the former to move the latter.
Prefer to think in 'Acts, not Ads.'
I have a list of terms I’ve made-up over the course of my career. I call it the ‘Advercabulary’.
I actually started writing and art directing ads in Mrs. Quire’s fourth-grade class.
'Moot' is my favorite word. But is often not used to its most accurate definition.


The Art Of Good
United States
April 2020 - Present (1 year)
Helping out by donating ideas and words to mom and pop (sister, brother, aunt, uncle and quirky neighbor you'd do anything for) shops.
Creative Director/Copywriter
moot advertising (Freelance)
United States
2019 - Present (2 years 3 months)
Creative Director
Boulder, United States
2019 (1 year)
Led the team of experience designers and freelancers on all branding, site development and integrated campaigns, while also doing strategy and a good bit of writing for a diverse range of really interesting clients.
Punch Bowl Social, Moneytree, Kirby Foundation, and quite a few I can't list here.
Chairman and Executive Creative Director
Ho Chi Minh City, Vietnam
2007 - 2016 (9 years)
Founded the BBDO offering in Vietnam. Led the office with responsibility for everything including establishing the culture, business direction and management, creative product, leading accounts, strategy, finance, etc.
PepsiCo, Lays, KFC, Visa, Total Lubricants, Mercedes-Benz, Fonterra, Mars, Wrigley, Harley-Davidson, Dulux, Electrolux, Heart of Darkness Craft Brewery, Oppo
Executive Creative Director
Ho Chi Minh City, Vietnam
2004 - 2007 (3 years)
Joined as Creative Director and helped bring all of the PepsiCo business to the agency. A few months later, took over the creative reigns as ECD, and led the office to 16th in the world in the JWT creative rankings.
PepsiCo, Lays, HSBC, Nike, Nippon Paint, Unilever, SABMiller, Shell Lubricants, Listerine
Creative Director
Hong Kong, Hong Kong
1997 - 2004 (7 years)
Citibank, Campbell's, Colgate, Manulife, Schweppes, Yakult, Sony


Bachelors of Science - Advertising

Yeah, I actually studied this stuff way back.

Other professional activities

PHNX Tribute, Paris

Awards Jury Member

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