Cristhian Avila Interview(s)
What motivates you to be part of the PHNX Jury, and what do you hope to bring to the judging process?
Being part of an event of this scale is truly inspiring. It’s exciting to see how it pushes so many people to give their best for the industry. I look forward to bringing a multidisciplinary perspective and the creative rigor we embrace at our agency to uncover powerful ideas.
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 an ever-evolving field, and awards should reflect that transformation. Today, more than ever, disciplines like AI-driven creativity, interactivity in physical and digital spaces, and the social impact of advertising deserve greater recognition.
Ideas that integrate data, technology, and storytelling are redefining how brands connect with audiences. It’s also crucial to acknowledge creativity that drives real change, from purpose-driven campaigns to innovations in sustainability.
Awards shouldn’t just celebrate the best in the industry—they should push boundaries, giving visibility to emerging disciplines that are shaping the future.
Ideas that integrate data, technology, and storytelling are redefining how brands connect with audiences. It’s also crucial to acknowledge creativity that drives real change, from purpose-driven campaigns to innovations in sustainability.
Awards shouldn’t just celebrate the best in the industry—they should push boundaries, giving visibility to emerging disciplines that are shaping the future.
Which countries or regions do you think are leading the creative field right now? And which emerging markets should we look out for?
Traditional creative epicenters like the United States, the United Kingdom, and France continue to set the standard, with major agencies and studios driving innovation in advertising, design, and storytelling. However, regions like Latin America and Asia are redefining the game with fresh, bold, and culturally powerful ideas.
The future of creativity lies in the diversity of perspectives and in how local ideas resonate with global audiences.
The future of creativity lies in the diversity of perspectives and in how local ideas resonate with global audiences.
What trends or cultural shifts do you think will define the most impactful creative work this year?
This year, the most impactful creativity will come from ideas that balance technology and emotion. Artificial intelligence will continue to transform the industry, but the real value lies in how we use it to amplify creativity without losing the human touch. We’ll also see a rise in local stories with global impact. Audiences crave authenticity, and brands that capture the essence of a culture and make it resonate worldwide will have a strong advantage. On the other hand, purpose-driven creativity will be key. Campaigns that create real impact in areas like sustainability and inclusion won’t just connect with people—they will shape the future of the industry. This will be a year where creativity that moves and transforms takes center stage.
If you could give one piece of advice to agencies and creatives submitting their work, what would it be?
My advice is: take more risks and be authentic. The ideas that truly stand out aren’t the ones that try to fit into a winning formula, but those that surprise, inspire, and spark conversation. It’s not just about executing well—it’s about daring to propose something different, something that leaves a mark.
Which creative minds are inspiring you the most right now?
Right now, I’m inspired by creative minds that are breaking boundaries between disciplines and exploring new ways to connect with audiences. Projects and works by Ana Mendieta, Francisco Mariotti, Cecilia Vicuña, Philip Glass and initiatives like Prix Ars Electronica inspire me to embrace the unknown without fear.
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