Frederik Hofmann Interview(s)

What motivates you to be part of the PHNX Jury, and what do you hope to bring to the judging process?

I love great ideas and the thrill of discovering work that truly stands out. Being part of the PHNX Jury I hope to do exactly that. I bring a keen eye for originality and a love for work that surprises, entertains, and delivers impact.

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?

Independent agencies and smaller studios are out there making magic with tighter budgets, faster turnarounds, and zero safety nets. Award shows need to shine a bigger spotlight on these ideas—not just the polished, big-budget productions.
Oh, and let’s finally give credit to the unsung heroes of advertising: the people who write fake product reviews on Amazon. Some of them are great storytelling.

Which countries or regions do you think are leading the creative field right now? And which emerging markets should we look out for?

Well... the United States and the United Kingdom are still leading the way, closely followed by Brazil. But we're seeing great work from all over the world with changing agencies and countries. Germany is also back on track with great creatives. I'm not sure you can call Germany an emerging market though...

What trends or cultural shifts do you think will define the most impactful creative work this year?

I hope that when the world get's more and more conservative and fake, that the creative industry takes the drivers seat to chase for diverse, fun and uplifting ideas.

If you could give one piece of advice to agencies and creatives submitting their work, what would it be?

Just do it.

Which creative minds are inspiring you the most right now?

I am a big fan of Uncommon Creative Studio. Their literally uncommon way is very inspiring. And of course: my staff at MOTOR.