The 2024 Spotlight Awards will be one to remember. With elite photographers submitting their finest work, and some of the world's top creative minds joining our jury panel, there is no shortage of talent at this year's competition!
In the spirit of celebrating creativity, we wish to highlight some of the game changers and trend-setters on this year's panel. We spoke with some of our judges to get their insights into the advertising industry, their personal philosophies on the creative process, and much more.
We are delighted to present Raphael Soria, Sr. Art Director at Ogilvy and the judge of the Advertising and People & Lifestyle photography categories! With experience spanning various agencies and continents, Raphael brings a unique perspective to the jury panel. Join us for a fascinating conversation about the social responsibility of advertising, the value of learning different sociocultural contexts, and much more!
You have extensive international experience in the People & Lifestyle field. Have you seen any evolution within this space? And where do you see it heading in the coming years?
I often say that one of the things I'm most proud of is my background and the experiences I've had, where I've been able to experience different social and cultural contexts that give me a broader perspective on society. And I believe that even in different realities, society is moving towards a moment of greater awareness and critical thinking, allowing people to understand their own personality and individuality without being as manipulated. The filter becomes narrower and, even though there are points that unite us into masses, today and in the future, there will be smaller masses and niches becoming increasingly diverse, causing people to connect in different ways and based on completely different interests than we are accustomed to grouping and categorizing.
What is the most important thing you learned at the beginning of your career, and how did it shape your professional trajectory thereafter?
I think it's what I mentioned a bit in the previous answer: experiencing different social and cultural realities. Listening to and learning from various types of knowledge. All information is important; no one knows less, no one knows more. People "know differently." I have always remained open to listening to everything and everyone. Those of us who work in advertising and creativity need to be sponges of information, until it saturates in, and you start to share that creativity through projects or teaching others, so that everything that has been absorbed isn't lost and transformed.
One of your goals is to make a positive social impact through your work. In your opinion, what social responsibility does advertising have, if any?
Absolutely! In an increasingly critical and conscious world, no brand will survive if it doesn't understand what society wants and contribute to the world's positive evolution. The era of "following the leader" is over; brands need to engage with current issues and, like people, find their personality and purpose within the markets they operate in. This way, you create much more empathy and loyalty from today's consumer. Brands need to take on the responsibility and reach they have to generate reflection and positive transformation.
What balance should photographers and/or creatives strike between capitalizing on emerging trends and staying true to their unique visions?
I think this balance is fundamental for any professional, whether creative or photographer. Having your identity and unique vision clear and defined is what enables you to transform emerging trends into something even higher and capitalize on it by creating something new. Working on a trend, ignoring your own repertoire and vision, causes an entire market to stagnate, cheapening an entire sector. Because in the end, everyone can do the same. The equation for success is to create a balance, thus we have a movement and a much more diverse, creative, and open result to transforming into new languages and trends.
Whether you're a freelancer or a salaried employee, collaboration is inevitable in creative work. What do you consider to be the mark of a good collaborative effort, and why?
I've worked in all ways, and I think the secret is not to differentiate which form your contract takes. There are many people who measure effort, but I believe that when we are involved in a creative project, all of that has to be put aside, and what has to drive this collaboration between people, brands, and agencies is the passion for creating something you believe in. I've always heard that creativity is effort, sweat, and technique, and I agree, but I also think that creating is having passion, sensitivity, and, above all, respecting everyone's opinion within that process.
What are the most essential qualities you look for when scouting creative talent?
I think, building on the previous answer, the first thing I look for is someone who is passionate about what they do. This is clearly reflected in what this person develops. Along with that, I would add that this person must be open to the world, to information, to opinions, to knowing and wanting to learn more. In general, they are extremely respectful people in a creative process and are always evolving. As it also becomes clear in the theme and the way these people approach their projects.
It's said that if you're not failing, you're not trying. In your opinion, what role does failure play in the journey to success in any creative role or industry?
Fundamental! I often say: To err or to succeed, both are learning experiences. Personal and collective learning, because we also have to learn from the mistakes of our industry colleagues. You don't succeed if you don't also make mistakes! Of course, no one likes to fail, but without it, there is no industry evolution. Failure leads to critical thinking, to valuing the process even more, and to creating with more responsibility.
As you know, success in any creative field requires a timeless and steadfast dedication to one's craft. What should photographers and all creatives remember on their journeys to realizing their full potential?
It may sound a bit utopian, but I think we have to be aware that we are a channel, a transformative filter of information into ideas. We cannot deceive ourselves into thinking that we are providers of something never before thought or seen; this only grows personal ego, imprisoning oneself in small, unimpactful ideas and solutions. We creatives and photographers are instruments, where our trajectories and perspectives make everything that is here and now transform into a new idea or a new way of being told.
The Spotlight Awards, although a competition, are essentially a celebration of photography and creativity. As a judge, what value do you think our Awards offer participating photographers and judges?
Without a doubt, what is offered is the inspiration for all who participate, whether judges, photographers, or spectators. Through initiatives like these, ideas and professionals gain visibility, and this only strengthens the global network of creatives. With the internet and social networks, it is increasingly easy to connect and discover talents, but initiatives that function as a spotlight for these professionals make the industry gain more recognition and never stop rotating and attracting new creative perspectives.
We thank Raphael for joining this year's jury panel and for engaging in such a thoughtful discussion. If you enjoyed this conversation, we invite you to join us over the coming weeks for more discussions with many of our talented judges!
