Tiago Pinto Interview(s)
PHNX Jury Interview 2024
Why did you think it was important to join the PHNX jury this year?
PHNX is a great initiative, first and foremost.
There are two main reasons that makes PHNX special. The first one, from a jury member perspective, the fact that the entry is free of charge up to the shortlist gets announced, it makes for more chances to see work that usually is not submitted to other, entry paid, festivals.
Then there is the outcome itself, the way it is set up is really interesting, the work by being judged by all levels of creatives from the most experienced CCO to the junior hot shot. This makes the the work that gets submitted to be judged amongst a very broad criteria range - which often goes in a different direction In comparison to other festivals.
There are two main reasons that makes PHNX special. The first one, from a jury member perspective, the fact that the entry is free of charge up to the shortlist gets announced, it makes for more chances to see work that usually is not submitted to other, entry paid, festivals.
Then there is the outcome itself, the way it is set up is really interesting, the work by being judged by all levels of creatives from the most experienced CCO to the junior hot shot. This makes the the work that gets submitted to be judged amongst a very broad criteria range - which often goes in a different direction In comparison to other festivals.
What do you think of our hybrid jury, featuring creatives but also strategists, clients and people from all corners of the industry?
It's a double edge sword to be 100% honest. In one way I really appreciate the diversity, because fellas with different backgrounds, obviously look for different things in the ideas, which makes after all the awarded work more deserving of the awards, due to the fact that it endured a broader criteria of judgment. On the other hand, there is a tiny bit inside me that misses the time when an idea was judged as pure and simply for how great of an idea it was.
What do you think of the idea of free entry until the shortlist stage?
I have not many words - It is great. It really democratizes the festival awarded work. It's not about how big you agency or budget is, it becomes really about how good your idea is. Just submit it.
How would you define the perfect PHNX Awards winner?
Survivors.
Ideas that endure as many different criteria as the number of jury members (around 1000), are ideas that are seriously solid. PHNX is really the survival of the fittest of the advertising festivals.
Ideas that endure as many different criteria as the number of jury members (around 1000), are ideas that are seriously solid. PHNX is really the survival of the fittest of the advertising festivals.
What is having the biggest impact on creative trends at the moment?
Undoubtedly A.I. is the most prominent influencer of current creative trends. Everyone is still trying to figure out what does it mean, an we also start to understand its limitations and how we need to re-approach it. But that's a whole different essay... ;)
Who would you nominate as your two or three “creatives of the year”?
Fortunately I believe the creative community has become broad enough for us to have a hard time nominating global "creative of the year" so at this point I believe we can only expect a boiling fight between Humans and A.I. to see if they'll join forces for the best, or if they'll kill each other. Sort of speak.
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