Emanuela Cavazzini Interview(s)

What motivates you to be part of the PHNX Jury, and what do you hope to bring to the judging process?

I've been working in the communications world for 25 years. I started out in international advertising agencies in Italy and then moved on to producing commercials, given my great passion for cinema. Good ideas and their successful realisation have always galvanised me.

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?

Creativity is not only the prerogative of brand communication, but the ability to bring ideas to life in many areas. I believe that even short films, local events, the use of new technologies (just to name a few) can have a great creative impact.

Which countries or regions do you think are leading the creative field right now? And which emerging markets should we look out for?

Personally, I think UK is a leading country in the creative field, followed by Holland, Denmark and France.
In recent years Spain has started to focus a lot on the quality of ideas and their execution.
As for emerging markets, South America is definitely one we should look out for.

What trends or cultural shifts do you think will define the most impactful creative work this year?

In terms of trends or cultural shifts, I think that the skillful and intelligent use of A.I. will define creative work with the greatest impact. Likewise, the development of virtual reality and virtual production will also have a significant impact.

If you could give one piece of advice to agencies and creatives submitting their work, what would it be?

If I could give some advice to the agencies and creatives who send their work, I would say first of all to value the originality of the subject and its ability to stand out from the competitors. To use a direct, clear and impactful language. I would advise not to look for shortcuts using special effects, unless they are perfectly integrated into the idea. A simple, but unique and proprietary idea, and a high-quality execution create the mix for success.

Which creative minds are inspiring you the most right now?

The creative minds that currently inspire me the most (without necessarily mentioning all their names) are the people in the world of art, literature, music, cinema, advertising and technology who know how to convey their personality and their vision to those who look at their work or listen to them.