Alejandro Mendoza Interview(s)

PHNX Jury Interview 2024

Why did you think it was important to join the PHNX jury this year?

It's important to celebrate creativity, I believe in ideas, and I think PHNX is a portal to them, being a juror this and previous years has always been a commitment to creativity.

What do you think of our hybrid jury, featuring creatives but also strategists, clients and people from all corners of the industry?

It's fantastic, the more diverse we are as jurors the more opportunities we have to be impacted in the business of each juror.

What do you think of the idea of free entry until the shortlist stage?

Valuable, that opens the door to market participations where budgets are tight and having an entry in a festival is a 'luxury', and when the work reaches a shortlist it is an achievement.

How would you define the perfect PHNX Awards winner?

Like a brave, faithful believer in creativity.

What is having the biggest impact on creative trends at the moment?

In my opinion, the incorporation of AI into our work, I believe that AI will not replace people but tasks performed by people. That is to say, it's not AI that will replace you; rather, others who master AI techniques will replace you. This and the next generation of creators will be compelled to become experts, engineers, and artists of prompts.

Who would you nominate as your two or three “creatives of the year”?

Anselmo Ramos / Gaston Bigio GUT, Tomás Ostiglia Lola MullenLowe, Carlos Andrés Rodríguez MullenLowe Global