Laila Sena Interview(s)
What motivates you to be part of the PHNX Jury, and what do you hope to bring to the judging process?
My motivation for joining the PHNX Jury comes from my 14-year career working with strategic content for global brands and my commitment to diversity and inclusion. Throughout this journey, I have witnessed how well-executed creative campaigns can transcend the commercial aspect and generate significant social impact. This is the type of work I value and seek to recognize.
I hope that my participation in the PHNX Jury 2025 can contribute to highlighting works that not only demonstrate creative excellence but also promote positive changes in society, setting new standards for the global advertising industry.
I hope that my participation in the PHNX Jury 2025 can contribute to highlighting works that not only demonstrate creative excellence but also promote positive changes in society, setting new standards for the global advertising industry.
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?
My experience as a Content Strategist has shown me that branded content goes far beyond entertainment. Campaigns that integrate an authentic brand purpose with culturally relevant narratives deserve recognition for their strategic depth and the impact they generate.
I believe that awards like the PHNX have the opportunity to expand their criteria to recognize not only traditional visual and verbal creativity but also these strategic, inclusive, and transformative dimensions that define the future of communication.
I believe that awards like the PHNX have the opportunity to expand their criteria to recognize not only traditional visual and verbal creativity but also these strategic, inclusive, and transformative dimensions that define the future of communication.
Which countries or regions do you think are leading the creative field right now? And which emerging markets should we look out for?
Brazil, Dubai and Oceania. Brazil, Asia, and Oceania are leading the creative field due to their innovative approaches, cultural richness, and commitment to social values. Emerging markets in Latin America and Southeast Asia also present exciting opportunities for creative excellence. We should look out for countries like Indonesia, Vietnam and Latam, because they are presenting exciting opportunities for creative excellence.
What trends or cultural shifts do you think will define the most impactful creative work this year?
Several trends and cultural shifts are expected to define impactful creative work this year, but I have a top 5 trends:
- Social & Environmental Responsibility: Consumers increasingly demand that brands demonstrate genuine commitment to social and environmental causes. Creative work that authentically reflects these values and promotes positive change will resonate deeply.
- AI-Driven Design: AI's role is expanding from a tool to a creative partner. Designs that leverage AI to enhance innovation, personalize experiences, and streamline production will be at the forefront.
- A Return to What’s Human and Real: In a digital-heavy world, creative work that emphasizes relatable, emotional connections and authentic human experiences will cut through the noise.
- Immersive and Sensory Experiences: Engaging multiple senses beyond just visuals (sound, touch, etc.) will create more memorable and impactful experiences. Think beyond the screen and consider how to activate other senses.
- Mixed Media and Experimental Collages: Combining diverse styles (digital art, photography, hand-drawn elements) will create visually rich and unique pieces. This approach allows for greater expressiveness and the blending of different artistic voices.
- Social & Environmental Responsibility: Consumers increasingly demand that brands demonstrate genuine commitment to social and environmental causes. Creative work that authentically reflects these values and promotes positive change will resonate deeply.
- AI-Driven Design: AI's role is expanding from a tool to a creative partner. Designs that leverage AI to enhance innovation, personalize experiences, and streamline production will be at the forefront.
- A Return to What’s Human and Real: In a digital-heavy world, creative work that emphasizes relatable, emotional connections and authentic human experiences will cut through the noise.
- Immersive and Sensory Experiences: Engaging multiple senses beyond just visuals (sound, touch, etc.) will create more memorable and impactful experiences. Think beyond the screen and consider how to activate other senses.
- Mixed Media and Experimental Collages: Combining diverse styles (digital art, photography, hand-drawn elements) will create visually rich and unique pieces. This approach allows for greater expressiveness and the blending of different artistic voices.
If you could give one piece of advice to agencies and creatives submitting their work, what would it be?
If I could give one piece of advice to agencies and creatives submitting their work, it would be: Integrate authentic storytelling with data-driven insights to create work that resonates both emotionally and strategically.
Throughout my 14-year career working with brands like Volvo, GSK, Coca-Cola Brasil, and Sanofi LATAM, I've seen that the most impactful campaigns aren't just creatively brilliant—they're strategically sound. The projects that earned recognition at Cannes, El Ojo, and D&AD (like "Machado de Assis Real" and "Miles for the People") succeeded because they balanced powerful storytelling with measurable impact.
When preparing your submissions:
Clearly articulate not just the creative concept, but also the strategic thinking and audience insights that informed it
Demonstrate how you used data to both shape the creative approach and measure its effectiveness
Show authentic representation and inclusion as strategic imperatives, not afterthoughts
Highlight how your work created meaningful connections across multiple touchpoints and platforms
The advertising landscape has evolved beyond pure creativity to demand work that delivers business results while contributing positively to culture. Submissions that demonstrate this balance—showing both creative excellence and strategic effectiveness—will stand out to judges who, like me, value the complete picture of what great advertising can accomplish.
Throughout my 14-year career working with brands like Volvo, GSK, Coca-Cola Brasil, and Sanofi LATAM, I've seen that the most impactful campaigns aren't just creatively brilliant—they're strategically sound. The projects that earned recognition at Cannes, El Ojo, and D&AD (like "Machado de Assis Real" and "Miles for the People") succeeded because they balanced powerful storytelling with measurable impact.
When preparing your submissions:
Clearly articulate not just the creative concept, but also the strategic thinking and audience insights that informed it
Demonstrate how you used data to both shape the creative approach and measure its effectiveness
Show authentic representation and inclusion as strategic imperatives, not afterthoughts
Highlight how your work created meaningful connections across multiple touchpoints and platforms
The advertising landscape has evolved beyond pure creativity to demand work that delivers business results while contributing positively to culture. Submissions that demonstrate this balance—showing both creative excellence and strategic effectiveness—will stand out to judges who, like me, value the complete picture of what great advertising can accomplish.
Which creative minds are inspiring you the most right now?
The creative teams behind Brazil's innovative social impact campaigns suchas Rafael Conde, the Spotify Creative Team, Colleen DeCourcy, Julian Cole, Mark Pollard.
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