Luis Camano Interview(s)
PHNX Jury Interview 2024
Why did you think it was important to join the PHNX jury this year?
An award show focused on diversity (and not money) will always get my attention.
What do you think of our hybrid jury, featuring creatives but also strategists, clients and people from all corners of the industry?
It's absolutely the right call. As a juror, one learns from the diversity of other jurors. As opposed to 25 creatives laughing together at the same trite, silly jokes.
What do you think of the idea of free entry until the shortlist stage?
Honestly, I was extremely surprised. In a good way, of course. A very compelling reason for agencies to see how their work performs against others, without spending money.
Award shows are very limiting for the majority of the ad agencies, because of their costly entry fees.
Award shows are very limiting for the majority of the ad agencies, because of their costly entry fees.
How would you define the perfect PHNX Awards winner?
First of all, a real entry. One that has run.
An entry that makes the consumer curious and intrigued to try the product.
And if this entry help make the world a better place, then we have a winner.
An entry that makes the consumer curious and intrigued to try the product.
And if this entry help make the world a better place, then we have a winner.
What is having the biggest impact on creative trends at the moment?
It's definitely not Ai. It's lack of time, poor information and fear from clients, and agencies to innovate. I'm seeing a bias against creativity, everywhere I look.
Who would you nominate as your two or three “creatives of the year”?
I love what GUT, Mischief, and Rethink are currently doing. These 3 agencies are giving the rest of us hope for a better creative future. For this reason I will have to nominate Anselmo Ramos, Greg Hahn and Aaron Starkman. I don't personally know them, but want to wish them a long and bright future ahead.
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