Fred Aramis Interview(s)
PHNX Jury Interview 2024
Why did you think it was important to join the PHNX jury this year?
PHNX is the definitely the most democratic award show out there, so it's an honor to be a part of the jury. I'm excited to see work from around the world and from agencies that might not enter other awards due to the sometimes prohibitive cost of entry.
What do you think of our hybrid jury, featuring creatives but also strategists, clients and people from all corners of the industry?
It's a fantastic idea to have people from all corners of the industry judging the work. In order to create great work you need more than just creatives. Truly amazing work requires great strategy and definitely great clients, so it's nice to see the reflected in the jury.
What do you think of the idea of free entry until the shortlist stage?
I think it's an incredible idea and one that should be adopted by more festivals. Sometimes the high entry fee can keep smaller agencies and clients from entering their work, so the idea of free entry until the shortlist is a great way to democratize the whole thing.
How would you define the perfect PHNX Awards winner?
The perfect winner to me is work that can serve as a north star for the industry. Something that has great strategy, a great concept and a great execution.
What is having the biggest impact on creative trends at the moment?
Humor is making a comeback after years of more serious work. Another trend that is impacting everyone in the industry is AI. There's a lot of talk on how we'll use it and I hope we can use as a tool to create better work and not as a way to automate the creative process.
Who would you nominate as your two or three “creatives of the year”?
Anselmo Ramos, Icaro Doria and Greg Hahn. They've all been creating some amazing work that definitely made me a bit jealous.
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