Why did you think it was important to join the PHNX jury this year?
Being part of the PHNX jury (for what’s probably my third round) is my way of supporting a good initiative. A cause that’s more about passion than paychecks. Industry professionals working for the collective good of the industry. And spotting names I admire in the mix was the cherry on top.
What do you think of our hybrid jury, featuring creatives but also strategists, clients and people from all corners of the industry?
Yes, including clients isn’t your everyday jury recipe. But honestly, I see them as the unsung creative directors. They might not claim the title, but who’s really calling the shots? They brief us, guide us, pick the winning ideas, and yes, sometimes they insist on making the logo bigger.
Having them on the jury is just acknowledging the elephant in the room with a wink. Giving credit where credit is due.
What do you think of the idea of free entry until the shortlist stage?
It’s a refreshing take on accessibility in the industry. I democratizes the competition, ensuring it’s the quality of the idea, not the size of the wallet, that gets you noticed.
How would you define the perfect PHNX Awards winner?
For me, the perfect winner is the kind of work that makes you stop in your tracks and think, 'S***t! Why didn’t that come from us?!' It’s when your first reaction is pure envy—not for the trophy they’re taking home, but for the sheer brilliance of the idea itself.
What is having the biggest impact on creative trends at the moment?
90% of awarded work champions some form of social cause. This isn't coincidental. There's a palpable sense of responsibility (or perhaps guilt) within the industry. We're increasingly using our craft and the brands we represent to address pressing social issues. And while not every attempt aligns perfectly, there are those rare, remarkable instances where everything clicks—the message, the medium, the impact—showcasing the potential of creative work to not just sell, but to resonate and inspire.
Who would you nominate as your two or three “creatives of the year”?