Bernardo Dalla Interview(s)

As an Art Director in Advertising, joining the PHNX jury this year is a profound step towards championing creativity in our dynamic industry. I believe in the power of recognition to inspire and elevate our craft. Serving on the PHNX jury allows me to contribute my growing expertise to identify and celebrate the most innovative and impactful advertising campaigns.

I see my role on the PHNX jury as a chance to give back to the vibrant advertising community. Sharing my experiences, insights, and passion for creativity is a fulfilling way to contribute to the collective evolution of our industry.

I am excited about the prospect of celebrating exceptional work, learning from the best, and being part of a global conversation that shapes the future of advertising.

I believe that this inclusive approach reflects the dynamic nature of the advertising landscape, recognizing that creativity is a collaborative effort that extends beyond traditional boundaries.

Having other points of view eyes from strategists, clients and other positions in the industry will effectively evaluate the work in many directions and parameters and I, as an Art Director, wouldn’t be 100% focused on it. So ultimately as a collective jury, we would have a bigger overview and judgment of the work through many lenses and perspectives.

I believe that this initiative essentially democratizes the entry process, which aligns with the spirit of creativity, where at first ideas and innovation should be the primary focus, without fear and budget constraints. The following step - getting into the shortlist or client approval, is when we talk about the costs.

As an Art Director, the perfect winner will create a strong relation to cultural insight and an idea that either inspires you or makes you laugh, creating a connection to the brand's audiences. Is it a cultural trend? Did this idea/execution break away from conventional norms? Does this idea connect with the brand's purpose and character? How did the campaign perform and what were the results of it? Did the brand spark a cultural or online conversation?

After those points are analyzed, it's time to check the execution, the craft, and the storytelling. How visually impactful was the execution such as attention to detail, design, layout, and visual elements overall? What story was told and what connected the idea from the beginning to the end?

With that being said, a perfect PHNX awards winner would check all those marks.

I would say that it's not a trend for the sake of everyone using it. These come and go so fast and the brand would just be one in a million out there looking for attention. However, tapping into a trend that connects to the brand, the moment and the idea we are executing is crucial for the biggest impact as consumers will notice a purpose on why they are doing that, and instead of just seeing the same meme you see everywhere, you see the brand's twist on it.

It very much approaches music covers as the most fascinating ones are completely adapted by the new artist to their unique style.

I would nominate Bert Marissen and Jeff Okeefe.