Felipe San Juan Interview(s)
PHNX Jury Interview 2024
Why did you think it was important to join the PHNX jury this year?
Joining the PHNX 2024 jury is an opportunity I valued for several reasons, reflecting both personal and professional growth and the broader objectives of promoting excellence and innovation in our field:
1. Supporting Innovation and Creativity: The PHNX awards are renowned for recognizing and celebrating the most innovative and creative works in our industry. By participating in the jury, I have the unique opportunity to contribute to setting the standards for excellence, encouraging professionals and organizations to push the boundaries of what is possible.
2. Professional Development: Serving on the jury allows me to stay at the forefront of industry trends and developments. Evaluating a wide range of submissions provides insights into the latest techniques, strategies, and ideas circulating within our community. This exposure is invaluable for personal growth and for maintaining a competitive edge in my own work.
3. Networking and Collaboration: The PHNX awards bring together a diverse group of professionals from various backgrounds, specializations and regions. Being part of the jury offers a platform for networking with peers, fostering collaborations, and exchanging ideas with leading figures in our field. These connections can lead to new opportunities, partnerships, and collaborations.
4. Giving Back to the Community: Having benefited from the knowledge and inspiration shared within our community, joining the PHNX jury is a way to give back. By contributing my expertise and insights to the judging process, I can help ensure that deserving works receive the recognition they merit, thus contributing to the vibrancy and dynamism of our professional community.
5. Promoting Diversity and Inclusion: The PHNX awards are committed to diversity and inclusion, values that I deeply share. As a jury member, I have the chance to advocate for and ensure that these principles are reflected in the selection process, promoting a range of voices and perspectives that enrich our industry.
In summary, participating in the PHNX 2024 jury is a multifaceted opportunity that aligns with my commitment to fostering innovation, supporting professional and community growth, and championing the values of diversity and inclusion. It's an honor to be involved in recognizing and celebrating the outstanding achievements within our industry.
1. Supporting Innovation and Creativity: The PHNX awards are renowned for recognizing and celebrating the most innovative and creative works in our industry. By participating in the jury, I have the unique opportunity to contribute to setting the standards for excellence, encouraging professionals and organizations to push the boundaries of what is possible.
2. Professional Development: Serving on the jury allows me to stay at the forefront of industry trends and developments. Evaluating a wide range of submissions provides insights into the latest techniques, strategies, and ideas circulating within our community. This exposure is invaluable for personal growth and for maintaining a competitive edge in my own work.
3. Networking and Collaboration: The PHNX awards bring together a diverse group of professionals from various backgrounds, specializations and regions. Being part of the jury offers a platform for networking with peers, fostering collaborations, and exchanging ideas with leading figures in our field. These connections can lead to new opportunities, partnerships, and collaborations.
4. Giving Back to the Community: Having benefited from the knowledge and inspiration shared within our community, joining the PHNX jury is a way to give back. By contributing my expertise and insights to the judging process, I can help ensure that deserving works receive the recognition they merit, thus contributing to the vibrancy and dynamism of our professional community.
5. Promoting Diversity and Inclusion: The PHNX awards are committed to diversity and inclusion, values that I deeply share. As a jury member, I have the chance to advocate for and ensure that these principles are reflected in the selection process, promoting a range of voices and perspectives that enrich our industry.
In summary, participating in the PHNX 2024 jury is a multifaceted opportunity that aligns with my commitment to fostering innovation, supporting professional and community growth, and championing the values of diversity and inclusion. It's an honor to be involved in recognizing and celebrating the outstanding achievements within our industry.
What do you think of our hybrid jury, featuring creatives but also strategists, clients and people from all corners of the industry?
I believe it is a forward-thinking and commendable approach. It is a visionary step that acknowledges the complexity and collaborative nature of our industry today. This diverse composition reflects the multifaceted nature of advertising and marketing communications, and the collaborative efforts required to produce outstanding work. This jury structure allows:
1. Holistic Evaluation: By including a wide range of perspectives - from creative visionaries and strategic thinkers to clients who understand market demands - the awards ensure a more holistic evaluation of submissions. This diversity ensures that winning entries are not only creatively exceptional but also strategically sound, effective in achieving objectives, and resonant with target audiences.
2. Bridging Gaps: This approach helps bridge the gap between creativity and business, highlighting the importance of aligning creative endeavors with strategic goals and client expectations. It underscores the reality that successful projects result from the collaboration of various disciplines and stakeholders.
3. Encouraging Diversity of Thought: A jury diverse in expertise and experience fosters diversity of thought, a crucial element for innovation. By valuing different viewpoints, the PHNX awards promote a richer, more inclusive discussion around the merits of each submission, leading to more nuanced and comprehensive assessments.
4. Industry Relevance: Including individuals from all corners of the industry ensures that the awards remain relevant and reflective of current trends, challenges, and opportunities. This relevance is vital as our industry is continuously evolving, and it ensures that the awards recognize work that is not only creative but also adaptive and forward-thinking.
5. Promoting Collaboration: Finally, this structure promotes the idea of collaboration across different sectors of the industry. It sends a strong message that success in our field is not the result of siloed efforts but the outcome of cross-disciplinary cooperation.
1. Holistic Evaluation: By including a wide range of perspectives - from creative visionaries and strategic thinkers to clients who understand market demands - the awards ensure a more holistic evaluation of submissions. This diversity ensures that winning entries are not only creatively exceptional but also strategically sound, effective in achieving objectives, and resonant with target audiences.
2. Bridging Gaps: This approach helps bridge the gap between creativity and business, highlighting the importance of aligning creative endeavors with strategic goals and client expectations. It underscores the reality that successful projects result from the collaboration of various disciplines and stakeholders.
3. Encouraging Diversity of Thought: A jury diverse in expertise and experience fosters diversity of thought, a crucial element for innovation. By valuing different viewpoints, the PHNX awards promote a richer, more inclusive discussion around the merits of each submission, leading to more nuanced and comprehensive assessments.
4. Industry Relevance: Including individuals from all corners of the industry ensures that the awards remain relevant and reflective of current trends, challenges, and opportunities. This relevance is vital as our industry is continuously evolving, and it ensures that the awards recognize work that is not only creative but also adaptive and forward-thinking.
5. Promoting Collaboration: Finally, this structure promotes the idea of collaboration across different sectors of the industry. It sends a strong message that success in our field is not the result of siloed efforts but the outcome of cross-disciplinary cooperation.
What do you think of the idea of free entry until the shortlist stage?
It reflects a thoughtful consideration of the barriers to entry that many talented individuals and organizations face, which I view very favorably for various reasons:
1. Democratizing the Process: The awards become more accessible to a broader range of participants, from freelancers and small agencies to startups and non-profits that may not have the resources to compete otherwise. This democratization ensures that talent and creativity are the primary criteria for recognition, not the ability to pay entry fees.
2. Encouraging Diverse Participation: This diversity enriches the competition, bringing fresh perspectives and ideas to the fore and showcasing a broader spectrum of creativity and innovation.
3. Boosting Quantity and Quality of Submissions: Removing the entry fee barrier is likely to increase both the quantity and the quality of submissions. More participants mean more competition, but also a greater chance of discovering exceptional and groundbreaking work that might have gone unnoticed.
4. Potential for Talent Discovery: Free entry opens the doors for undiscovered talent to gain visibility and recognition. This can be life-changing for emerging creatives and small entities, offering them a platform to showcase their work on a global stage and potentially attract opportunities that were previously out of reach.
1. Democratizing the Process: The awards become more accessible to a broader range of participants, from freelancers and small agencies to startups and non-profits that may not have the resources to compete otherwise. This democratization ensures that talent and creativity are the primary criteria for recognition, not the ability to pay entry fees.
2. Encouraging Diverse Participation: This diversity enriches the competition, bringing fresh perspectives and ideas to the fore and showcasing a broader spectrum of creativity and innovation.
3. Boosting Quantity and Quality of Submissions: Removing the entry fee barrier is likely to increase both the quantity and the quality of submissions. More participants mean more competition, but also a greater chance of discovering exceptional and groundbreaking work that might have gone unnoticed.
4. Potential for Talent Discovery: Free entry opens the doors for undiscovered talent to gain visibility and recognition. This can be life-changing for emerging creatives and small entities, offering them a platform to showcase their work on a global stage and potentially attract opportunities that were previously out of reach.
How would you define the perfect PHNX Awards winner?
The perfect PHNX Awards winner should inspire the industry at large. The work would not only be celebrated for its achievements but also serve as a beacon of inspiration for others. They should encourage professionals and organizations to strive for excellence, innovation, and a positive impact through their creative endeavors. They would embody a blend of innovation, impact, excellence in execution, and the ability to inspire. How?
1. They should not only be original but also demonstrate a novel approach to solving creative challenges
2. Beyond creativity, the winning work should have a tangible impact and be effective
3. The quality of execution is paramount. This includes superior craftsmanship, attention to detail, and the seamless integration of various elements such as design, copy, technology, and user experience
4. The work should be deeply rooted in relevant insights about the target audience or societal issues, demonstrating how creativity can be leveraged to address real-world problems or tap into the cultural zeitgeist.
In a nutshell, the perfect PHNX Awards winner are not just a testament to creative excellence but also embodies the principles of effectiveness, relevance, and responsibility towards society and the environment.
1. They should not only be original but also demonstrate a novel approach to solving creative challenges
2. Beyond creativity, the winning work should have a tangible impact and be effective
3. The quality of execution is paramount. This includes superior craftsmanship, attention to detail, and the seamless integration of various elements such as design, copy, technology, and user experience
4. The work should be deeply rooted in relevant insights about the target audience or societal issues, demonstrating how creativity can be leveraged to address real-world problems or tap into the cultural zeitgeist.
In a nutshell, the perfect PHNX Awards winner are not just a testament to creative excellence but also embodies the principles of effectiveness, relevance, and responsibility towards society and the environment.
What is having the biggest impact on creative trends at the moment?
The convergence of technological advancements, cultural and social shifts, and the global socio-economic environment is propelling a dynamic evolution in creative trends. Initially, the impact of AI and ML on creative trends cannot be overstated. These technologies have revolutionized personalized advertising, content creation, and design and production processes. By harnessing AI-driven tools, creatives are able to explore uncharted territories in personalization, automation, and even the generation of creative concepts and visuals. This has pushed the boundaries of creativity and efficiency to new heights. Furthermore, the advent of AR and VR has completely transformed the way stories are conveyed through immersive experiences for customers.
Moreover, there has been significant progress in cultural and social shifts, particularly in terms of sustainability, ethical living, inclusivity, and diversity. These values are now deeply ingrained in the current creative landscape.
Lastly, the new global socio-economic environment, including the aftermath of the pandemic and economic uncertainties, has also influenced creativity. In such circumstances, creativity has thrived by achieving more with less and focusing on authentic engagement with consumers through value-driven content. Consumers now seek authenticity and genuine connections with brands, leading to a shift in creative trends towards more authentic storytelling, transparency, and content that fosters a sense of community and belonging.
Moreover, there has been significant progress in cultural and social shifts, particularly in terms of sustainability, ethical living, inclusivity, and diversity. These values are now deeply ingrained in the current creative landscape.
Lastly, the new global socio-economic environment, including the aftermath of the pandemic and economic uncertainties, has also influenced creativity. In such circumstances, creativity has thrived by achieving more with less and focusing on authentic engagement with consumers through value-driven content. Consumers now seek authenticity and genuine connections with brands, leading to a shift in creative trends towards more authentic storytelling, transparency, and content that fosters a sense of community and belonging.
Who would you nominate as your two or three “creatives of the year”?
That is indeed a thought-provoking question... As I previously mentioned, I view creative accomplishments as an integral part of the industry, providing inspiration and driving progress. Undoubtedly, individuals such as David Droga and Kim Gehrig have demonstrated their ability to stay ahead of cultural, social, and technological advancements, consistently through not only years but decades. I have closely followed the work of Droga5 since its foundation which continues to produce some of the most impactful and memorable campaigns, merging creativity with social relevance; I liked very much his work 'More of Life Brought to Life' for The New York Times, which take us on a hyperlink trip from one article to the next, and the next, and the next... These unequivocally highlights the influential role of advertising in shaping both culture and society. Furthermore, Kim Gehrig has made a profound impact through her socially conscious advertising films. Her projects, like 'This Girl Can' for Sport England and collaborations with brands such as Nike, challenged stereotypes and promoted positive messages. By combining creative storytelling with a strong social impact, she has revolutionized the traditional male-dominated industry, inspiring a new approach to creative work. Kim has been on a mission for several years to empower women and showcase their potential. More lately, it is particularly noteworthy her remarkable work on Apple's, which beautifully illustrates the company's commitment to accessibility as a fundamental human right, and showcases innovative accessible features like door detection, sound recognition, voice control, and more, to let consumers use their devices in ways that work best for them. This serves as a testament to Kim's unwavering dedication.
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