Fernando Villalvazo Interview(s)

I have been a PHNX judge twice before, and since the festival started my creative perspective has changed, I have strengthened my criteria and I believe that my ability to vote for creativity has improved. I think this will help ensure that not everyone receives metal and in the medium term that can help the industry raise the creative level without forgetting the advertising aspect.

I think it's fine as long as everyone has the same vision for the ideas.

I think it encourages participation, I'm worried that the level will drop.

A piece that in narrative works perfectly with the vision of the brand and that creatively stands out a lot from an everyday campaign (internationally speaking).

It depends on the category, I think that in goodwill ideas, mental health in all its aspects is going to be highly awarded this year and the inclusion campaigns. In print and film, the slice of life, pieces with powerful insights within every day and with a narrative simple and clear. In addition to crafting, many pieces will revolve around AI, but the human craft behind the pieces will begin to be valued much more.

Arah Kim, ACD at Wieden + Kennedy México. She is one of the best creatives I have worked with, this has also been a great year for her and her work.

Luis Enrique "Madruga", Chief Creative Officer at VML México. He is a genius, and with the merger of VML that made it the largest agency in the world, and Mexico, he is the perfect leader for it and deserves that recognition.