Javier Saravia Interview(s)

My motivation for joining the PHNX Jury is to recognize creative talent on a global scale in a collaborative way, alongside colleagues from the advertising industry across different parts of the world, evaluating the best works presented in this edition of the festival.
From my perspective as a young creative, I hope to bring a critical and constructive viewpoint rooted in my regional context, valuing pieces that push boundaries and create genuine connections with diverse audiences.

I believe that today, as creativity continues to evolve and find new spaces to develop, it is essential to place greater emphasis on analyzing creativity in emerging formats where advertising is gaining strength. Examples include AI-generated creativity, ephemeral content on social media, DOOH, and storytelling within the gaming world.

While countries like the United States, England, Brazil, and France continue to lead in creativity, the Latin American market is gaining strength. Both brands and agencies are embracing authentic narratives that make a significant impact on the region’s social landscape.

I believe the most impactful work this year will be those that successfully integrate artificial intelligence without losing the essence of genuine human connections. While technology is advancing rapidly, the pieces that truly resonate with people will always be driven by emotions and authenticity.

My advice is to choose the pieces you truly feel proud and satisfied with, as a result of the effort and creativity of each team member.

Me inspira el trabajo de Sergio Gordilho, José Miguel Sokoloff, Bruno Regalo, Jhon Forero, Vanessa Brandao, grandes creativos de la industria publicitaria latinoamericana.