Daniela González de la Vega Interview(s)
PHNX Jury Interview 2024
Why did you think it was important to join the PHNX jury this year?
It's an opportunity to immerse in the forefront of creative innovation, witnessing firsthand the evolving trends and groundbreaking ideas shaping our industry. This participation isn't just about judging; it's a chance to engage with the creative community's pulse, gathering insights that are invaluable for strategic foresight. It's about being part of a conversation defining what's next, ensuring our strategies are current and ahead of the curve. In this dynamic landscape, being a jury member at PHNX is not just an honor; it's a strategic imperative.
What do you think of our hybrid jury, featuring creatives but also strategists, clients and people from all corners of the industry?
It brings a diverse range of perspectives and expertise to the table, ensuring that the judging process is enriched by different viewpoints. This inclusivity can lead to a more holistic evaluation of creative work, considering not just artistic merit but also strategic impact and market relevance. It reflects a more comprehensive understanding of the industry's dynamics and caters to a broader spectrum of insights and experiences.
What do you think of the idea of free entry until the shortlist stage?
The idea of free entry until the shortlist stage is a progressive approach. It lowers the barriers to participation, allowing a wider range of talent to showcase their work, especially those who might be deterred by entry fees. This inclusivity can lead to discovering fresh and diverse voices, fostering a more vibrant and representative creative community. However, managing the potentially high volume of entries this approach could attract is important, ensuring the evaluation quality is maintained. Overall, it's a bold step towards democratizing creative recognition.
How would you define the perfect PHNX Awards winner?
The perfect PHNX Awards winner would embody innovation, strategy, creativity, and effectiveness in communication. They would demonstrate a strong understanding of current trends and the ability to push boundaries. Their work would be visually stunning creatively outstanding and strategically sound, resonating with audiences and achieving intended goals. This winner would represent the pinnacle of the advertising and creative industries, setting new standards and inspiring others.
What is having the biggest impact on creative trends at the moment?
The biggest impacts on creative trends at the moment are driven by advancements in technology, changes in cultural and consumer behaviors, and a shift towards more expressive and immersive design elements.
1. Advancement in AI and Digital Tools: Integrating AI into creative workflows transforms how creatives approach design and content creation. Tools like ChatGPT, Mid-journey, Adobe Firefly, and GitHub’s Copilot not only enhance efficiency but also allow for more time to be spent on creative craft. AI's potential to automate design aspects, like adapting layouts for different devices or completing design systems, is particularly noteworthy.
2. The shift in Consumer Behavior and Interaction with Technology: Trends indicate a shift in how people interact with brands and technology. There's a move towards more personalized digital experiences facilitated by generative AI, which is altering the way people experience the internet. This shift is making the internet feel more personal and relatable, with brands needing to adapt quickly to these changing dynamics.
3. Challenges in Creativity and Originality: Despite technological advancements, there are concerns about a potential stagnation in creativity. With technology often dictating the creative process, there's a risk of homogenization in design and content. This highlights the importance of investing in creative talent and taking risks to ensure originality and differentiation in the market.
Overall, the biggest impact on creative trends is the blend of technological advancement with a renewed emphasis on originality, personalization, and bold, expressive design elements. These trends are reshaping the creative landscape, offering both opportunities and challenges for creatives and brands alike.
1. Advancement in AI and Digital Tools: Integrating AI into creative workflows transforms how creatives approach design and content creation. Tools like ChatGPT, Mid-journey, Adobe Firefly, and GitHub’s Copilot not only enhance efficiency but also allow for more time to be spent on creative craft. AI's potential to automate design aspects, like adapting layouts for different devices or completing design systems, is particularly noteworthy.
2. The shift in Consumer Behavior and Interaction with Technology: Trends indicate a shift in how people interact with brands and technology. There's a move towards more personalized digital experiences facilitated by generative AI, which is altering the way people experience the internet. This shift is making the internet feel more personal and relatable, with brands needing to adapt quickly to these changing dynamics.
3. Challenges in Creativity and Originality: Despite technological advancements, there are concerns about a potential stagnation in creativity. With technology often dictating the creative process, there's a risk of homogenization in design and content. This highlights the importance of investing in creative talent and taking risks to ensure originality and differentiation in the market.
Overall, the biggest impact on creative trends is the blend of technological advancement with a renewed emphasis on originality, personalization, and bold, expressive design elements. These trends are reshaping the creative landscape, offering both opportunities and challenges for creatives and brands alike.
Who would you nominate as your two or three “creatives of the year”?
Based on the current trends and contributions in the creative field, I would nominate a few individuals as "creatives of the year" for their innovative work and influence on current design trends.
Chris Wilson of Stkmn: Chris has made a significant impact with his project for The Scotch Malt Whisky Society, where he used hand-crafted paper-pulp bottle outer. This project stands out for its eco-conscious material choice and hand-made production methods, which not only tell the story of the whisky-making process but also maintain a luxury aesthetic while avoiding clichéd approaches to sustainability.
Duncan Gravestock, Design Director at F37: Duncan's work is notable for its use of kinetic and variable type, which plays a major role in brand storytelling. His approach to typography as a tool for conveying a brand's story in dynamic and expressive ways sets new standards in the industry. This trend in typography has been gaining momentum and is expected to be a key aspect of branding in the future.
Radim Malinic of Brand Nu: Radim is recognized for creating products and tools for the benefit of the creative community and wider industry. His approach to helping other people create commercial brands while also exploring personal creative projects is inspiring. His willingness to take risks and contribute to the growth of the creative community makes him a standout figure in the industry.
These individuals represent the cutting edge of creative trends, blending innovative design with practical application and industry influence. Their work exemplifies the current direction of the creative industry, marked by sustainability, dynamic typography, and community-driven projects.
Chris Wilson of Stkmn: Chris has made a significant impact with his project for The Scotch Malt Whisky Society, where he used hand-crafted paper-pulp bottle outer. This project stands out for its eco-conscious material choice and hand-made production methods, which not only tell the story of the whisky-making process but also maintain a luxury aesthetic while avoiding clichéd approaches to sustainability.
Duncan Gravestock, Design Director at F37: Duncan's work is notable for its use of kinetic and variable type, which plays a major role in brand storytelling. His approach to typography as a tool for conveying a brand's story in dynamic and expressive ways sets new standards in the industry. This trend in typography has been gaining momentum and is expected to be a key aspect of branding in the future.
Radim Malinic of Brand Nu: Radim is recognized for creating products and tools for the benefit of the creative community and wider industry. His approach to helping other people create commercial brands while also exploring personal creative projects is inspiring. His willingness to take risks and contribute to the growth of the creative community makes him a standout figure in the industry.
These individuals represent the cutting edge of creative trends, blending innovative design with practical application and industry influence. Their work exemplifies the current direction of the creative industry, marked by sustainability, dynamic typography, and community-driven projects.
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