Daniel Zambrano Ayala Interview(s)
What motivates you to be part of the PHNX Jury, and what do you hope to bring to the judging process?
I'm genuinely excited about being part of the PHNX Jury because I love seeing how creativity manifests differently across cultures. Coming from Colombia and working in the U.S., I've experienced firsthand how great ideas can touch people regardless of where they're from, but the way those ideas are executed can be fascinatingly different in each market.
My background in both commercial and documentary work has taught me to look for that sweet spot where creativity meets authenticity. When I'm judging work, I'm really interested in seeing how ideas come to life in ways that feel true and relevant to their audience. It's not just about the polish or production value - it's about whether the work connects and moves people in meaningful ways.
My background in both commercial and documentary work has taught me to look for that sweet spot where creativity meets authenticity. When I'm judging work, I'm really interested in seeing how ideas come to life in ways that feel true and relevant to their audience. It's not just about the polish or production value - it's about whether the work connects and moves people in meaningful ways.
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?
As a director, I believe we should look deeper into how creative ideas evolve from brief to final execution. While many award shows excellently judge the final product, there's an untold creative story in how filmmakers transform an initial concept into something unexpected and powerful. This journey often involves innovative solutions, cultural insights, and creative decisions that can revolutionize the original idea.
The most impactful work often comes from directors who don't just execute but rather elevate and reimagine the initial brief. Recognizing this transformation process would not only celebrate the full spectrum of creativity but also inspire more daring approaches in our industry. It's about acknowledging how the filmmaker's vision can take a good idea and turn it into something extraordinary.
The most impactful work often comes from directors who don't just execute but rather elevate and reimagine the initial brief. Recognizing this transformation process would not only celebrate the full spectrum of creativity but also inspire more daring approaches in our industry. It's about acknowledging how the filmmaker's vision can take a good idea and turn it into something extraordinary.
Which countries or regions do you think are leading the creative field right now? And which emerging markets should we look out for?
Traditionally strong markets like Spain, Mexico, and Argentina continue to evolve brilliantly in their creative approach to commercial work. I was particularly impressed when I discovered Thai commercials in past awards - their storytelling approach and production value are remarkable.
I believe the Asian market deserves significant attention right now. They're bringing fresh perspectives to storytelling and finding innovative ways to connect with audiences. And we shouldn't overlook the Middle East - there's exciting creative work emerging from that region that brings together traditional cultural elements with contemporary storytelling.
I believe the Asian market deserves significant attention right now. They're bringing fresh perspectives to storytelling and finding innovative ways to connect with audiences. And we shouldn't overlook the Middle East - there's exciting creative work emerging from that region that brings together traditional cultural elements with contemporary storytelling.
What trends or cultural shifts do you think will define the most impactful creative work this year?
The AI revolution is undeniably shaping creative work right now, but what's truly exciting is how it's being integrated with traditional filmmaking and storytelling. I see AI not just as a tool, but as a new collaborator that's pushing us to rethink our creative boundaries. The most impactful work will come from those who find the sweet spot between human creativity and AI capabilities, without losing the emotional core that makes great advertising resonate with audiences.
The challenge - and opportunity - lies in using AI thoughtfully to enhance storytelling rather than letting it drive the narrative. As a filmmaker, I'm particularly interested in seeing how this technology can help us tell more compelling stories while maintaining authenticity and human connection.
The challenge - and opportunity - lies in using AI thoughtfully to enhance storytelling rather than letting it drive the narrative. As a filmmaker, I'm particularly interested in seeing how this technology can help us tell more compelling stories while maintaining authenticity and human connection.
If you could give one piece of advice to agencies and creatives submitting their work, what would it be?
Be brave with your truth. I've learned through my years of filmmaking that audiences connect most strongly with work that feels authentic and takes bold creative risks. Don't focus on following trends or trying to guess what judges want to see - instead, show us work that genuinely pushes boundaries and tells stories in ways we haven't seen before. The most memorable pieces I've seen, whether in festivals or award shows, are those that dare to break conventional patterns while staying true to their core message.
Which creative minds are inspiring you the most right now?
Directors like Nells Castillon, C Prinz, and Gina Medina are deeply inspiring my work right now. Each brings a unique vision that challenges and motivates me to keep pushing creative boundaries.
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