Clément Roy Interview(s)

I'm excited to be part of the PHNX Jury because, working in a social media agency, we have a sharp eye for impactful ideas — we have to catch attention instantly. I bring that instinct for bold, engaging creativity to the judging process and look forward to recognizing work that not only stands out but truly connects with audiences.

I believe the smart use of AI deserves more recognition—not AI for the sake of AI, but how it genuinely transforms human lives and interactions. When used thoughtfully, AI enhances creativity, helps us understand audiences on a deeper level, and even teaches us more about ourselves. From personalized storytelling to intuitive user experiences, AI isn’t replacing creativity—it’s elevating it. Award shows should celebrate work that uses AI in meaningful ways, creating real impact rather than just riding the hype.

Europe is still a powerhouse in creativity, with the UK making a strong comeback—not that it ever really left, but it's become more vocal and bold lately. I was honestly shocked when I saw the budget differences between North America and Europe. North America is only now learning how to be truly creative with smaller budgets, something Europe and other parts of the world have mastered for years.

You also can’t ignore Asia, which continues to push boundaries in innovation and storytelling. But what’s really exciting is seeing unexpected regions emerge. Some countries in the Middle East, like Kazakhstan, showed promising work last year, and I’m looking forward to seeing if they can build on that momentum.

I think the most impactful creative work this year will be the ones that truly understand how to talk to their audience. There's a growing trend of ads that look low-key and native to platforms because we're told that’s what works—but I believe it’s case by case. Authenticity matters, but so does strong creative execution. The best work will find the right balance between blending in and standing out, delivering messages that feel natural yet memorable.

Tell a story, not just a case study. Too many submissions focus on the execution without showing the real impact. Judges want to feel something—whether it's innovation, cultural relevance, or sheer creative brilliance. Make sure your work is presented in a way that’s engaging, clear, and, most importantly, makes us care.

Huge shoutout to the teams at Mother!