Mahmoud Fathy Interview(s)

PHNX Jury Interview 2024

Why did you think it was important to join the PHNX jury this year?

Because it's the type of award that promotes and advances diversity while democratizing the judging process. What matters is the quality of your work, not whether you're part of an certain circle in the field.

What do you think of our hybrid jury, featuring creatives but also strategists, clients and people from all corners of the industry?

It's an experimental approach to evaluating work by engaging professionals from diverse backgrounds, allowing for multiple perspectives on the same project. It's commendable to embrace innovation, and only time will tell if this method proves to be a more effective way of exploration.

What do you think of the idea of free entry until the shortlist stage?

It works on the direction of democratize the award-shows. Normally award shows have a very high costs of entry, which often exclude smaller agencies from showcasing their work. By doing so, it ensures that only quality work is highlighted, irrespective of budget constraints.

How would you define the perfect PHNX Awards winner?

They shall be innovative, creative, and able to reach a broad audience while showing us a new visual celebrating our zeitgeist.

What is having the biggest impact on creative trends at the moment?

AI and it's involvement in our daily process, political issues, climate situation, and mental health.

Who would you nominate as your two or three “creatives of the year”?

The year is just started ;-)