Thor Megiolaro Interview(s)
What motivates you to be part of the PHNX Jury, and what do you hope to bring to the judging process?
I’m thrilled to be part of the PHNX Jury because I believe in celebrating creativity that truly makes an impact. Advertising is at its best when it challenges norms, evokes emotion, and connects brands with people in meaningful ways. Being part of this process allows me to contribute to recognizing and rewarding groundbreaking ideas that push our industry forward.
With my background in project management, creativity, and strategic marketing—especially in sports, entertainment, and experiential activations—I bring a unique perspective that blends innovation with real-world effectiveness. I’m particularly interested in how storytelling, technology, and cultural insights come together to create memorable brand experiences. I look forward to engaging in thoughtful discussions with fellow jurors and helping to spotlight work that not only stands out creatively but also delivers tangible results.
With my background in project management, creativity, and strategic marketing—especially in sports, entertainment, and experiential activations—I bring a unique perspective that blends innovation with real-world effectiveness. I’m particularly interested in how storytelling, technology, and cultural insights come together to create memorable brand experiences. I look forward to engaging in thoughtful discussions with fellow jurors and helping to spotlight work that not only stands out creatively but also delivers tangible results.
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 evolving, and some disciplines deserve more recognition. Sportainment and fan engagement are redefining brand interactions, creating immersive experiences beyond traditional sponsorships. AI-driven creativity is reshaping content and consumer engagement, offering new storytelling possibilities. Lastly, purpose-driven creativity—where brands integrate sustainability, inclusivity, and social impact—should be celebrated not just for intent but for real-world results.
As a juror, I look forward to recognizing work that pushes boundaries and redefines how brands connect with people.
As a juror, I look forward to recognizing work that pushes boundaries and redefines how brands connect with people.
Which countries or regions do you think are leading the creative field right now? And which emerging markets should we look out for?
Right now, Brazil, the US, and the UK continue to lead in creativity, pushing boundaries in advertising, entertainment, and brand experiences. Brazil stands out for its bold storytelling and culturally rich campaigns, while the US and UK set global trends with innovative, tech-driven creativity.
As for emerging markets, India and Southeast Asia are producing fresh, digital-first work with massive cultural influence, and Africa, especially countries like South Africa and Nigeria, is rising fast with powerful, locally inspired narratives. The Middle East, particularly the UAE and Saudi Arabia, is also investing heavily in creative industries, blending innovation with cultural heritage.
These markets are shaping the future of creativity, and I’m excited to see how they evolve in the coming years.
As for emerging markets, India and Southeast Asia are producing fresh, digital-first work with massive cultural influence, and Africa, especially countries like South Africa and Nigeria, is rising fast with powerful, locally inspired narratives. The Middle East, particularly the UAE and Saudi Arabia, is also investing heavily in creative industries, blending innovation with cultural heritage.
These markets are shaping the future of creativity, and I’m excited to see how they evolve in the coming years.
What trends or cultural shifts do you think will define the most impactful creative work this year?
AI-Powered Personalization – Brands will leverage AI to create hyper-personalized experiences, making content more relevant and engaging for consumers.
Sportainment & Live Experiences – The fusion of sports, entertainment, and immersive storytelling will continue to drive fan engagement and brand activations.
Purpose-Driven Creativity – Consumers expect brands to take meaningful action, not just talk about social impact. Campaigns with authentic sustainability, inclusivity, and community-driven initiatives will stand out.
Cultural Authenticity – Hyper-localized storytelling, rooted in real cultural insights, will gain traction as global brands tailor messages to resonate deeply with different audiences.
Short-Form & Interactive Content – With platforms like TikTok and Reels dominating, brands will focus on creating snackable, interactive content that sparks participation.
The most successful creative work will be the one that truly connects with people—emotionally, culturally, and experientially.
Sportainment & Live Experiences – The fusion of sports, entertainment, and immersive storytelling will continue to drive fan engagement and brand activations.
Purpose-Driven Creativity – Consumers expect brands to take meaningful action, not just talk about social impact. Campaigns with authentic sustainability, inclusivity, and community-driven initiatives will stand out.
Cultural Authenticity – Hyper-localized storytelling, rooted in real cultural insights, will gain traction as global brands tailor messages to resonate deeply with different audiences.
Short-Form & Interactive Content – With platforms like TikTok and Reels dominating, brands will focus on creating snackable, interactive content that sparks participation.
The most successful creative work will be the one that truly connects with people—emotionally, culturally, and experientially.
If you could give one piece of advice to agencies and creatives submitting their work, what would it be?
Focus on clarity, impact, and storytelling. A great idea can get lost if it’s not presented effectively. Your submission should not just showcase the execution but tell a compelling story—one that highlights the insight, the creative journey, and, most importantly, the results. Emotionally engaging storytelling, backed by cultural relevance or measurable success, makes the work unforgettable. A strong narrative can turn a great idea into an award-winning one.
Which creative minds are inspiring you the most right now?
I’m inspired by creatives who push boundaries and redefine how brands connect with audiences. Ryan Reynolds and his work with Maximum Effort continue to set the bar for smart, fast, and culturally relevant advertising. In the sports and entertainment world, Gaules and the LOUD team are reshaping how brands engage with gaming communities, blending authenticity with high-impact storytelling.
I’m also inspired by brands acting like creators, from Nike’s storytelling to Heineken’s clever campaigns. The most exciting work today comes from those who understand culture, tech, and audience behavior—and aren’t afraid to take risks.
I’m also inspired by brands acting like creators, from Nike’s storytelling to Heineken’s clever campaigns. The most exciting work today comes from those who understand culture, tech, and audience behavior—and aren’t afraid to take risks.
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