Why did you think it was important to join the PHNX jury this year?
I wanted to support emerging talents and innovative projects. My participation is a way to give back, offering guidance and recognition to those who are pushing the boundaries and shaping the future of our industry. I also saw it as an opportunity for networking with peers and discovering new collaborators. Engaging with such a diverse group of industry experts is something you don't get to do a lot of.
What do you think of our hybrid jury, featuring creatives but also strategists, clients and people from all corners of the industry?
I think it's super important and very reflective of how the industry works. As creatives, I have to begrudgingly admit that we do have the tendency of straying because of our love and excitement for the work that's why we have so many people in the industry in different roles to help us create the best work. So yes, it's amazing that they are.
What do you think of the idea of free entry until the shortlist stage?
I think it has it's pros and cons but when you really sit down to think about it, the pros outweigh the cons. It just allows for a more comprehensive and holistic look at all the work.
How would you define the perfect PHNX Awards winner?
I think they should be a blend of innovation, impact, and creativity. They should inspire more than anything else.
What is having the biggest impact on creative trends at the moment?
I think it's a constantly evolving thing and that's wonderful. What could work today might not work next week. There are lot of avenues one could focus on but I think the one that always sticks is cultural relevance. Culture is never not going to have an impact on creativity.
Who would you nominate as your two or three “creatives of the year”?
Going in line with cultural impact, I guess have to say Greta Gerwig for the sheer cultural impact she had. Barbie not only dominated the Box office but it made it's way into the ad world as well with the campaign on Airbnb.
Paula Figueroa has had a phenomenal year at Movers+Shakers with work that's been going viral.