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 bring this forthcoming series of interviews to our community - we hope you find it insightful and inspiring!
We are so pleased to introduce Daniel Massih of the Advertising Photography and Car Photography categories. With experience spanning two continents and various agencies, Daniel brings to this year's panel hard earned expertise on all things advertising. We spoke to Daniel about keeping the dream alive in creative work, the importance of experimenting, and much more. We hope you enjoy!
How has your career in advertising prepared you to join the judge’s panel at this year’s Spotlight Awards?
I feel blessed that after 2 decades at different advertising agencies in Brazil and USA, I was fortunate enough to work closely with amazing creative leaders and art directors. They really helped me refine my skills and develop a better eye for design, which is why I was able to reach a point in my career where I've been recognized by some of the best international advertising awards.
Much of your career has encompassed both art direction and creative direction, has your personal philosophy on either evolved throughout your career, or remained steadfast?
When it comes to design and creativity, my philosophy has always been pretty much the same: keep the dream alive. Keep the passion that drives you to produce amazing ideas and art direction. Because bringing to life something that you have in your mind has always made me excited. So, I think my philosophy has stayed the same. But the quality of my work has come a long way!
What is the single most important thing you learned at the beginning of your career, and how did it shape and/or influence your career trajectory thereafter?
In my first big agency, while I was still an intern, an experienced creative coworker told me once: "The beginning is much harder. Don't give up." Hearing that, made me put my eyes to the future and realize that what seemed to be impossible to reach by that time was just a matter of time and experience.
What are the most essential qualities you look for when scouting creative talent?
I really like creatives that are always open to learn more. The road is long and we should never stop improving ourselves. I don't just mean creatives who are open to feedback from their creative directors, but those who are hungry to experiment and find the new. The ones who constantly go after a new technology or technique. Creatives like that are more likely to bring fresher solutions to the table.
What balance should photographers and/or creatives strike between capitalizing on industry trends, and staying true to their unique visions?
I think we should always keep an eye open to trends, since they help us understand where the market is going. But preserving your natural skills, and bringing your own unique voice or style, is the only thing that can make your work not seem like everything else that's out there!
Whether you’re a freelancer or a salaried employee, collaboration is inevitable in creative work. Tell us what you consider to be the mark of a good collaborative effort, and why.
I think trusting your coworkers is very important in a collaborative field like this. People need to make sure each part of the "machine" works smoothly. This way everyone can relax and focus on what they're meant to do.
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 and/or industry?
Design is all about experimentation. Sometimes you won't have a clear idea on what your vision really looks like until you make it. For this reason, failing is a natural part of the process. Through your failures, you find not only the way to go, but you also discover fresh new approaches for your work.
As you know, success in any creative field takes a timeless and steadfast dedication to one’s craft. What should photographers, and creatives in general, remember on their journeys to realizing their full potential?
Good craft is an obsession, a compulsion, an enthusiasm. It's never enough. There's always something to improve in your design and concept. We art directors, photographers and designers should have all eyes on the details from the beginning to the end of every project. Put an imaginary bar on the quality of your work and don't accept anything lower than that bar.
The Spotlight Awards, though a competition, is at its core a celebration of photography and creativity. As a judge, what value do you think our Awards offer participating photographers and judges?
This is definitely a great way to take input from multiple eyes that can judge the same piece from a different point of view. I'm happy to be part of this jury.
We thank Daniel 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!
