Fátima Quiroz Interview(s)

For me, being on board as a judge for PHNX this year is a big deal because it's my first shot at it. I believe the magic of this festival is that it allows creatives like myself to access these kinds of experiences, but above all, to be able to learn from judges who come from different backgrounds.

For me, creativity comes from anywhere and anyone, not just those of us with a job title containing the word "creativity." Furthermore, those of us in the industry should understand that the pieces we create are meant to connect, to evoke emotions. That's why I believe it's important to have a diverse range of judges, because each one can contribute based on how each piece made them feel.

We know that creative festivals are a great platform to showcase our work and to build a career. However, we don't always have the necessary resources to participate in all of them. PHNX changes this by democratizing what we typically know as a creative festival, giving everyone a chance to shine, which I applaud greatly.

For me, a winning piece should be one that can evoke emotions in anyone. It should stem from a human truth that my mother, the market vendor, or a creative can understand. It should truly offer a different perspective, even if the problem is already well-known, because it's in the diversity of angles where the great ideas lie.

There's a trend in how to make creativity a tool for improving the world, whether by providing a solution to an issue, even if it's just the act of making it visible, or, of course, in an increasingly chaotic world, giving reasons for every person who sees a piece made from the simplest humor to smile. I believe there's a growing sense of responsibility in creative campaigns.

I believe there are very famous creatives that we all know, that's why I would like to nominate three young Mexican creatives who inspire me the most, not only because of their talent but also because of their human quality.

Ana Sofía Valdez, my partner, an art director with a more artistic than advertising background who brings a fresh vision every day and drives all of us who have the pleasure of knowing her. Her talent has earned her recognition in advertising festivals, as well as in art exhibitions in countries like France. www.linkedin.com

Jomi García, I met him two years ago at Young Lions Mexico, and since then, I have closely followed his work. At a young age, he has achieved great recognition in top festivals with fun and innovative ideas. www.linkedin.com

Arah Kim, for me, one of my great role models, a creative who has raised the name of Mexico high and has changed the industry in favor of Latin American women. www.linkedin.com