Hector "Tito" Dubon Interview(s)
PHNX Jury Interview 2024
Why did you think it was important to join the PHNX jury this year?
PHNX has created a very equal and fair playground for everyone to compete, not matter your budget or how big your clients are. Seeing work coming from a wider range of points of view, nationalities, and regions is refreshing and more nurturing than what traditional awards offer nowadays.
What do you think of our hybrid jury, featuring creatives but also strategists, clients and people from all corners of the industry?
It's great, because we can't allow our work to become an award from creatives to creatives.
What do you think of the idea of free entry until the shortlist stage?
Smart! it allows many agencies to submit if they don't have big budgets and gives you "late" access with a little fee involved if you're a big agency who needs more time to get it done.
How would you define the perfect PHNX Awards winner?
A great idea is always at the heart of it, but what makes a PHNX award winner different is the fact that it executed the idea in a different way, they ignored the norm and ended up creating something new that hasn't been seeing in other awards.
What is having the biggest impact on creative trends at the moment?
Tik-Tok is impressive and something that so far we creatives haven't been able to tame. We need to stop making ads for ourselves and start making ads for real people.
Who would you nominate as your two or three “creatives of the year”?
Andy Pearson (Liquid Death)
Everyone at mschf
Keke Roberts
Everyone at mschf
Keke Roberts
.