Aarti Thamma Interview(s)
What motivates you to be part of the PHNX Jury, and what do you hope to bring to the judging process?
The best ideas feel like they were meant to exist, they resonate, they move people, and they leave a mark. That’s what excites me about judging: getting to celebrate work that does exactly that. I’m here to bring my love for smart, well-crafted storytelling, my instinct for human insights, and my belief that the best creativity is the kind you can’t ignore.
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?
Advertising is constantly evolving, just like the world around us. I’d love to see more recognition for work that truly reflects this, whether it’s through diverse storytelling that resonates with a wide range of audiences, interactive ideas that invite people to engage rather than just watch, or the smart use of AI or new tech to elevate creativity in unexpected ways. The best work doesn’t just keep up with change, it pushes the industry forward, and that’s what deserves to be celebrated.
Which countries or regions do you think are leading the creative field right now? And which emerging markets should we look out for?
While creative powerhouses like the U.S. and the U.K., continue to lead, I’ve been especially excited by the work coming out of India. The industry there is tapping into cultural moments and human truths in a way that feels fresh, deeply relatable, and highly engaging. The storytelling is bold, emotional, and often interactive, making work resonate far beyond its borders.
What trends or cultural shifts do you think will define the most impactful creative work this year?
The most impactful creative work this year will be the kind that truly connects with people. We’re seeing a shift toward more personal experiences through interactive storytelling, immersive technology or brand moments, where audiences aren’t just passive viewers but active participants. Representation also continues to be key, to tell stories that feel real and reflect the world as it is. And above all, the best work will be deeply relatable, the kind that makes people feel seen, heard and understood.
If you could give one piece of advice to agencies and creatives submitting their work, what would it be?
Go beyond the brief. Research, dig deeper, and talk to as many people as possible. The best ideas come from real human truths. Go above and beyond to find insights that are genuinely relatable because when an idea feels true, it connects effortlessly.
Which creative minds are inspiring you the most right now?
There are so many incredible creatives, but here are a few who inspire me regularly: Jessica Walsh for her fearless mix of bold design and cultural storytelling, Bernice Chao for her ability to bring thoughtful inclusivity and fresh perspectives, and Mindy Kaling for her unique blend of culture, humor and authenticity.
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