Karla Santa Anna (Crayo) Interview(s)

As a festival that gathers more than 1000 jurors with diverse backgrounds and perspectives, I must say that participating in the PHNX Awards is a truly refreshing experience. The festival champions diversity from its core, recognizing that the richness of varied backgrounds enhances the evaluation process. While I am a big fan of a highly curated jury table, I also believe it's important to have festivals like this, pushing diversity to ensure representation of underrepresented voices and fostering a culture of participation and fairness within our industry.

I think that if you want to evaluate great advertising, you need all these different points of view. In the end, creative ideas are really nothing without strategy, craft, and effectiveness/results. Unless it's a very specialized festival, I believe it's more insightful to analyze advertising work from all angles.

I think it's a democratic and fair move.

Unlike other major festivals, there are no underlying political agendas or network interests here that could potentially bias or corrupt the results, either consciously or unconsciously. Consequently, I anticipate that the winning work will authentically reflect what truly resonates with people and captures worldwide momentum.

In the wake of the recent pandemic, we're all getting used to new routines, juggling hybrid work setups, and even reconsidering our beliefs. But amidst all this adjustment, there's a real craving to bring some fun back into our lives. It's like we've been too serious for too long, and now we're itching to just enjoy the moment, especially with all the uncertainty lingering around us. People are starting to agree that it's high time we injected more laughter and joy into our days, wherever we can. When it comes to creative trends in 2024, it looks like we might be heading back to the wacky and whimsical, and that's not a bad thing. And with the lightning-fast advancements in Generative AI tech, we're seeing even more doors open for new and exciting ways to express ourselves creatively.

Too early to say.