Julia Fuscaldi Reboucas Interview(s)
What motivates you to be part of the PHNX Jury, and what do you hope to bring to the judging process?
I love that the PHNX Awards are refreshingly accessible, leading to such a diverse range of work. As a judge, I hope to bring my own mix of experiences to the process, celebrating ideas that are brilliant and unexpected, and that make me wish I’d thought of them first.
PHNX has always been about celebrating creativity in all its forms. What new perspectives or disciplines do you think deserve more recognition in award shows today?
I believe that at the heart of any great campaign is the ability to engage with the audience, whether that’s shifting perspectives or sparking new conversations. So, I’d love to see more award shows celebrate work not just for the pure ideas, but for the real impact that they make.
Which countries or regions do you think are leading the creative field right now? And which emerging markets should we look out for?
Being from Brazil, I might be a little biased… but I love how Latin American countries bring creativity to every stage of the process. It’s not just about having great ideas, but how we identify brand problems, come up insights and bring those ideas to life in unexpected ways.
What trends or cultural shifts do you think will define the most impactful creative work this year?
There's an undeniable shift and trend within the use of AI in our industry. I'll love to see how this plays out, and we'll use AI in favour of creativity rather than letting it do the thinking for us.
If you could give one piece of advice to agencies and creatives submitting their work, what would it be?
Be concise. Judges should grasp the core of your idea in a single glance. One powerful image, a strong headline, and a sharp, straight-to-the-point explanation. If it takes too long to understand your idea, it’s already lost some of its impact.
Which creative minds are inspiring you the most right now?
I love looking outside the advertising world for inspiration. Lately, I’ve been diving into studies, articles, and social reflections from Casper ter Kuile and Thais Farage, who always spark interesting insights. On the more artistic side, I’ve been completely obsessing over Yoko Ono and Celia Paul for the past year or so. Their work keeps challenging the way I see creativity and its relationship with the self.
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