Alexis Guanin Interview(s)

For us, the young creatives, it offers the opportunity to assess the work of creatives from all over the world. This nourishes our creative ability and provides us with a context of where we stand and the direction we are heading as creatives, as an agency, and as an industry.

The advertising industry has long ceased to be exclusively for advertisers. With today's technological advancements, we all have access to the same skills, tools, and knowledge; and we are all capable of assessing the quality of creative work from different perspectives. This undoubtedly improves creative work because, in the end, advertising is made for people.

It allows more people to have access to evaluate the material; however, there are technical criteria inherent to specific areas such as copywriting or art direction that do require assessment by experienced and qualified professionals.

Winning an award chosen by a multidisciplinary jury, having passed through the rigorous scrutiny of multiple stages, represents a unique achievement. It's especially challenging and rewarding to captivate the hearts of individuals outside the advertising profession. Their approval signifies a broader appeal and resonance of the creative work. The PHNX award, in particular, carries a distinct prestige, underscoring the universal appeal and innovative excellence of the recognized work. This achievement not only celebrates creative prowess but also highlights the importance of crafting messages that resonate across a diverse audience. The distinct flavor of such a merit reflects a deeper connection with the broader human experience, making it a particularly noteworthy accomplishment in the world of advertising.

Currently, the biggest impacts on creative trends are being driven by advancements in technology, such as AI and AR/VR, which are opening new avenues for creativity and interaction. The evolution of social media platforms is pushing for shorter, more engaging content, while a growing emphasis on sustainability and social responsibility is influencing brands to adopt more ethical practices in their creative output. Cultural and social movements are encouraging more inclusive and diverse messaging. The shift towards remote work is changing collaboration dynamics within creative teams, fostering a more global perspective. Additionally, consumer expectations for personalization and a demand for interactive, immersive experiences are shaping the way creatives approach their projects, making technology, societal shifts, and evolving consumer behavior central to the development of new creative trends.

1. me (XD)
2. Carlos Andrés Rodrígez
3. Javier Campopiano