Raul Queiroz Interview(s)

As someone with a long-standing career in the creative industry, I believe that joining the PHNX jury this year is of utmost importance for several reasons. Firstly, my involvement will help to maintain the high standards of the competition, ensuring that only the best work is recognized and celebrated. Additionally, my participation highlights my commitment to supporting and showcasing excellence in creativity, which is perfectly aligned with PHNX's mission of promoting openness, accessibility, and unity within the creative community. Having managed creative teams for 15 years, I have acquired valuable leadership and managerial skills, which enable me to assess entries from both a creative and practical standpoint. This means I can consider factors such as feasibility, scalability, and resource management. Furthermore, my involvement in judging offers me the opportunity to stay abreast of the latest trends, techniques, and emerging talent in the industry. By engaging with a diverse range of submissions, I can expand my professional network and gain fresh perspectives that further enhance my expertise.

I find their hybrid jury approach, which includes creatives, strategists, clients, and industry experts, to be commendable. It ensures diverse perspectives, fosters comprehensive evaluation, and reflects the multifaceted nature of creativity and its impact on various stakeholders.

I view the idea of free entry positively. It promotes inclusivity, allowing a wide range of creatives and agencies to participate without financial barriers. This approach encourages greater diversity in submissions, fostering a more representative and equitable selection process.

The ideal winner of the PHNX Awards should embody high-quality production, innovation, authenticity, and impact. They should demonstrate creative excellence by pushing boundaries while delivering tangible results. Their work should resonate with audiences, inspire change, and leave a lasting impression on the industry.

I think two major things are having a huge impact right now. Firstly, GenAi is changing the way creatives work by generating excellent visual results and copy. While this can be an advantage, it can also be a disadvantage as some people are becoming lazy and the results tend to be more common and unoriginal. Secondly, social media formats are continuously expanding their share of mind and reach. This is also an advantage, but the disadvantage is that the volume of information and choices is becoming overwhelming, making it harder to create memorable content. This is a big challenge for us creatives.

Sergio Gordilho, Rafael Pitanga and Anita Simões