Carlos Mera Interview(s)
What motivates you to be part of the PHNX Jury, and what do you hope to bring to the judging process?
Being part of the PHNX Jury is a thrilling opportunity to witness groundbreaking creativity from around the world. I’m motivated by the chance to celebrate bold ideas that challenge conventions and push the industry forward. As a judge, I hope to bring a balanced perspective—valuing both strategic brilliance and flawless execution—while championing work that resonates culturally and leaves a lasting impact.
PHNX has always been about celebrating creativity in all its forms. What new perspectives or disciplines do you think deserve more recognition in award shows today?
I believe emerging disciplines like AI-driven creativity and the innovative use of new media deserve far greater recognition. Award shows often lag behind technological shifts, but these tools are redefining storytelling—whether through generative design, immersive AR/VR experiences, or data-powered personalization. PHNX has the chance to spotlight how creativity and technology merge to create work that’s not just visually stunning, but also adaptive and participatory. Let’s celebrate the pioneers who are turning algorithms into art and media into experiences.
Which countries or regions do you think are leading the creative field right now? And which emerging markets should we look out for?
Historically, creative powerhouses like the US, UK, and Western Europe have dominated awards shows, but today, Latin America—especially Brazil, Argentina, Peru, and Colombia—is redefining global creativity. These markets blend raw cultural authenticity with fearless experimentation, producing work that resonates worldwide. Brazil’s craft in emotional storytelling, Argentina’s sharp conceptual edge, and Colombia’s digital innovation are just a few examples.
Beyond LATAM, keep an eye on Southeast Asia (Thailand’s humor and Vietnam’s tech-driven ideas) and Africa (Nigeria’s booming ad scene and Kenya’s mobile-first creativity). These regions are turning constraints into breakthroughs, and their talent is increasingly shaping global campaigns.
Beyond LATAM, keep an eye on Southeast Asia (Thailand’s humor and Vietnam’s tech-driven ideas) and Africa (Nigeria’s booming ad scene and Kenya’s mobile-first creativity). These regions are turning constraints into breakthroughs, and their talent is increasingly shaping global campaigns.
What trends or cultural shifts do you think will define the most impactful creative work this year?
This year, the most impactful work will be defined by emotional storytelling that turns consumers into protagonists. Brands are shifting from 'selling to' to 'standing with' their audiences—campaigns that address personal empowerment, collective resilience, or cultural pride resonate deeply. Think of work that sparks movements (like Dove’s self-esteem projects) or leverages hyper-personalized narratives (AI-driven stories that reflect individual struggles or triumphs).
Cultural shifts like the demand for authenticity (Gen Z rejecting polished ads for raw, relatable content) and the rise of 'quiet activism' (brands taking subtle but bold stands on inclusivity or mental health) will dominate. The key? Make people feel seen, not just targeted.
Cultural shifts like the demand for authenticity (Gen Z rejecting polished ads for raw, relatable content) and the rise of 'quiet activism' (brands taking subtle but bold stands on inclusivity or mental health) will dominate. The key? Make people feel seen, not just targeted.
If you could give one piece of advice to agencies and creatives submitting their work, what would it be?
My advice? Be ruthlessly honest with yourself about the work you submit. Participating in festivals is exciting, but it’s not about quantity—it’s about quality. Don’t enter just because it’s free or ‘why not?’ Ask: Does this piece truly break new ground? Does it solve a problem in an unexpected way? Would it stop a jury mid-scroll? If not, refine it or wait for stronger work.
The best submissions come from self-awareness, not desperation. Focus on work that has a clear point of view, cultural relevance, and flawless execution. Otherwise, you risk diluting your portfolio—and the festival’s credibility.
The best submissions come from self-awareness, not desperation. Focus on work that has a clear point of view, cultural relevance, and flawless execution. Otherwise, you risk diluting your portfolio—and the festival’s credibility.
Which creative minds are inspiring you the most right now?
Beyond advertising, I’m obsessed with cross-disciplinary disruptors. People like:
Neri Oxman (MIT Media Lab): Her ‘Material Ecology’ blends design, biology, and tech to create sustainable futures.
Andrés Reisinger (Digital Artist): Turns 3D dreams into viral physical objects (remember the ‘Hortensia Chair’?).
Ibeyi (Musical Duo): Twin sisters mixing Yoruba roots with electronic beats—proof that culture can be both ancestral and cutting-edge.
Achraf Touloub (Moroccan Artist): His work explores how global tech reshapes local identities—perfect metaphor for modern branding.
In advertising, Carla Fernández (Mexico) proves that fashion can be activism, and Juan Cabral (MJZ) continues to challenge commercial filmmaking with minimal narratives and maximum emotion.
The future 'Lions' won't be won just by agencies, but through collaborations with artists, scientists, and cultural hackers. Are we ready to judge that?
Neri Oxman (MIT Media Lab): Her ‘Material Ecology’ blends design, biology, and tech to create sustainable futures.
Andrés Reisinger (Digital Artist): Turns 3D dreams into viral physical objects (remember the ‘Hortensia Chair’?).
Ibeyi (Musical Duo): Twin sisters mixing Yoruba roots with electronic beats—proof that culture can be both ancestral and cutting-edge.
Achraf Touloub (Moroccan Artist): His work explores how global tech reshapes local identities—perfect metaphor for modern branding.
In advertising, Carla Fernández (Mexico) proves that fashion can be activism, and Juan Cabral (MJZ) continues to challenge commercial filmmaking with minimal narratives and maximum emotion.
The future 'Lions' won't be won just by agencies, but through collaborations with artists, scientists, and cultural hackers. Are we ready to judge that?
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