Toby Jarvis Interview(s)

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

It’s a great opportunity to see/ hear and celebrate brilliant creativity from around the world. I love seeing work that surprises, challenges conventions, or makes me wish I'd thought of it first!
As a sonic branding evangelist, I hope to bring a good ear.

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?

I’d love to see more recognition for the unsung heroes of creativity working in sonic branding and immersive sound design. Today brands fight for attention, sound can the secret weapon that sticks in people’s minds. We celebrate visuals endlessly, but what about the jingles, mnemonics, and sonic logos that live rent-free in our heads?

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

Creativity is thriving everywhere, however I recon The Nordics are setting the pace. Great storytellers. The UK is a powerhouse, especially in music. South Korea and India are creating some innovative, culturally rich work.

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

Authenticity. I see audiences responding to real, unfiltered, and emotionally resonant content - whether it's raw storytelling, lo-fi aesthetics, or music that feels human rather than overly polished. Brands that embrace imperfection and honesty will stand out.

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

Make me feel something! The best work sticks with you because it sparks an emotion. Whether it’s joy, nostalgia, surprise, or even discomfort, the most memorable ad messages connect on a human level.

Which creative minds are inspiring you the most right now?

I'm an unapologetic populist.
Taylor Swift is a master of storytelling, branding, and audience connection. She understands the power of nostalgia, community, and emotional connection better than most brands ever could.
Taylor Swift has managed to connect with an entire generation, world wide. Dismiss her at your peril!