#final judge

[madstars-festival]

[Inside the MAD STARS Final Jury] Pradeep Savio D'Souza & Issam N.Amrani (2)

Advertising vs the slings and arrows of change: Pradeep Savio D’Souza, co-founder & creative partner, NineTwentyEight & Issam N.Amrani, CCO, Fledge Brand consultancy

Issam N.Amrani, chief creative officer, Fledge Brand Consultancy and Pradeep Savio D’Souza, co-founder & creative partner, NineTwentyEight attended MAD STARS this year as final judges. In their jury room, they selected the work that stood out this year, while also adding their perspectives on a changing industry, what that means for the creativity that is needed to succeed, and the qualities needed in the young people who will be making it in the future. Here are their views:

Q. Advertising has become a tough industry. What do you think are the keys to success right now?

Pradeep Savio D’Souza: I feel that the keys to success in advertising right now are not very different from before. Creativity that sells is still relevant. It’s just that people have started replacing creativity with craft or execution and selling with telling.

Issam N.Amrani: In today's advertising landscape, success isn't solely measured by the brilliance of creative concepts or the memorability of slogans. It's about something deeper, something more profound. Advertising has indeed evolved into a challenging industry, one that demands more than ever before. To succeed, we must embrace several key principles.

We must remain agile. The world is in a constant state of flux, and advertising must keep pace. We need to be adaptable, ready to pivot and adjust our strategies as the landscape shifts.

Embrace Technology, it is our ally. It's not just a tool; it's the driving force behind many of the most innovative and impactful campaigns. Understanding the latest tech trends and leveraging them is crucial.

But let's not forget the core of our craft - storytelling. Even in this digital age, the power of a compelling narrative remains unparalleled. It's the emotional resonance that allows our messages to connect deeply with our audiences.

And finally, success hinges on relevance. Our work must speak to the concerns and aspirations of our times. We must be socially aware, environmentally conscious, and inclusive in our messaging.

In essence, success in today's advertising world requires a delicate balance of adaptability, technological savvy, compelling storytelling, data-driven precision, and unwavering relevance. It's an industry where creativity meets purpose, and where the most impactful campaigns are those that not only capture attention but also inspire change.

Q. What would you say to creatives on the way up about how to make their work great? How best to develop their creative thinking?

Issam N.Amrani: If I may, I'd like to share some thoughts that have guided me in my own creative journey, and I hope they might resonate with you too.

Firstly, never stop learning. The advertising landscape is ever evolving, and I've found that curiosity is a powerful ally. Exploring emerging technologies, design trends, and cultural shifts can provide you with a rich palette to paint your creative ideas.

Secondly, the magic of collaboration cannot be overstated. Some of the most remarkable ideas are born from the collective genius of diverse minds. Working closely with talents from other industries, exchanging ideas, and being open to feedback can be a rewarding journey in itself.

Additionally, I've learned that constraints can often be the birthplace of innovation. When faced with limitations, it's amazing how creative solutions can emerge. Sometimes, the most profound ideas arise when we're challenged to think differently within constraints.

I've also come to understand that failure is not the end but a stepping-stone towards growth. Creative work often involves experimentation, and not every idea will hit the mark. It's in these moments of setback that we learn the most.

Empathy has been a guiding principle for me. Understanding your audience, their needs, and their emotions can give your work a powerful resonance. Great advertising touches hearts.

Lastly, storytelling remains at the heart of what we do. Regardless of the medium or technology, storytelling is a timeless art. Crafting narratives that engage and resonate is a path to creating lasting impact.

In essence, these are reflections from my own journey, not directives. Each creative path is unique, and your experiences will shape your own insights. Together, we navigate this ever-evolving industry, learning from one another, growing together. With the incredible talents I've had the pleasure of meeting, the future of our creative industry is in wonderfully capable hands, and I'm eager to see the new horizons you'll explore and the stories you'll tell.

Pradeep Savio D’Souza: I have five points that have always guided me. I hope they can guide others too.

Define the business problem clearly 

Understand the audience intimately 

Uncover an insight that’s relatable

Create solutions that push limits 

Sell like your life depends on it.  

[ramlightly]

Hey, dominate person is a pretty fucked up spell, ain't it?

[purble-sarah]

i was gonna fill the whole sketch page but then after two days i magically forgot how to draw and i couldn't fill the whole page

[frenchublog]

🌈…!

[tampire]

Zeromus condemns the Judge Magisters

[drawnfamiliarfaces]

is that disney-esque artstyle, peter parker look alike PILOT RANDY CUNNINGHAM???

also ngl i kinda dig Viceroy II and Deputy Mayor Kranski

+bonus Bible designs

[noxcheshire]

HOT TAKE

But I like the idea of the phantom world being reincarnated into very unexpected people.

Like I still love the idea of Danny being Martha or Thomas.

Or Dani being another clone, or her being Damian, and Sam being Poison Ivy and or Martha, etc.

But I also like the unhinged nonsense of Sam being a clone in the dc world — ideally Kon, and Dani (or Dan) being Bruce, while Vlad is gasp Thomas Wayne.

HEAR ME OUT

JUST HEAR ME OUT

I just think the idea of Danny finding out that in an alternate world he married a nicer and age appropriate Vlad and had the son the guy has been demanding for so long in their world is hilarious.

The absolute mental breakdown that boy will go through: this is my son, and I love him, look at him go being a hero and kicking ass, but holy fucking Ancients above I fucked VLAD —

And on the other hand, can you imagine Bruce’s reaction? To his alternate mom being a sassy teenage boy, his alternate dad being an older guy ‘preying’ on this kid that absolutely HATES the guy, and being an absolute creep while his alt self **gestures to your choosing** is either a tiny girl menace or the biggest and meanest growling ghost that is BARELY tolerating being in the same space as the living.

But they also hate his alternate dad and would punch him into next week with Mom! Danny.

This man will being going THROUGH IT.

[front-facing-pokemon]

[somerandomdudelmao]

this is so bad that people are asking you when your comic updates are so they can sleep.

Yall really SHOULDN'T do that, its messed up, im just speaking from my standpoint but hearing stuff like that i wouldn't even Want to update anymore or announce wips or anything with all this "when is it coming out? can i sleep? can i do this? is it coming out soon?" i mean asking for WIPS of the comic seems fine but asking when its coming out bc its affecting you is wild. and not good. imagine what type of stress that is on a person to know that people arent taking care of themselves until the comic comes out.

idk it feels like some of yall dont know how to act. this comic is a passion project if anything. it just seems. so unhealthy and offputting to deal with this from an audience. idk.

:т

[beauxjangles]

according to his translations

[kawaii-chronicles]

Wait there is actual lore ?!

Always has been.

[madstars-festival]

[Inside the MAD STARS Final Jury] Pradeep Savio D'Souza & Issam N.Amrani (1)

Pradeep Savio D’Souza, co-founder & creative partner, NineTwentyEight & Issam N.Amrani, CCO, Fledge Brand consultancy

Issam N.Amrani and Pradeep Savio D’Souza met on the Print, Outdoor, Strategy and Design jury at MAD STARS. Issam had watched MAD STARS for afar since 2017, but this was the first time he attended the event. “The festival, as always, showcased a rich and diverse work from all over the world that left a lasting impression on me. But what truly stood out was the quality of the festival itself,” stated. “MAD STARS has evolved into a global platform that not only celebrates creativity but also fosters an environment where diverse voices and perspectives converge.”

Q. What were you looking for in the work worthy of Gold, Silver or Bronze?

Pradeep Savio D’Souza: While judging I looked for relevance to the category, freshness in thinking and an edge in craft and execution. I kept an eye out for entries that pushed limits in the medium and delivered a convincing message in an unexpected way. To put it simply, I was looking for real work that helped redefine and refresh the category.

Issam N.Amrani: The showcased work encompasses an incredibly diverse range of styles and approaches, each distinguished by its unique strengths.What struck me most was the sheer diversity of creative thinking on display, resembling a vibrant kaleidoscope of ideas, each more inventive than the last. However, what left a lasting impression was the seamless integration of technology and data into advertising creativity, representing a beautiful marriage of innovation where cutting-edge technology and rich data insights redefined our industry.

The infusion of technology and data-driven precision transformed advertising fundamentally, shifting us from traditional one-way communication to a dynamic, data-informed dialogue with our audiences. It's an extraordinary evolution that reshapes how we engage with viewers. In this rapidly evolving landscape, the significance of storytelling and emotional resonance has never been more apparent. They form the heart and soul of advertising, transcending mere messaging to forge a genuine connection with the audience.

Q. What stood out for you in the work you saw. Did you notice any trends?

Issam N.Amrani: As judges, we were on the lookout for work that went beyond the confines of traditional advertising, work that had the potential to make a profound impact on society.

For me two campaigns truly stood out:

Cheil Worldwide Seoul's Knock Knock campaign stood as a beacon of innovation and hope, addressing a critical issue that was exacerbated during the pandemic - domestic violence, especially affecting women who found themselves trapped in perilous situations.

What made Knock Knock truly extraordinary was its simple yet powerful idea. It gave victims a lifeline, a way to seek help silently and swiftly. By ingeniously harnessing technology, this campaign empowered those in desperate need to reach out for assistance in their darkest moments. It wasn't just impactful; it was life-saving.

Another work that drew unanimous admiration within the judging room was TBWA\HAKUHODO's Shellmet. This campaign was a masterful fusion of sustainability, innovation, and safety, seamlessly woven into a brilliant yet simple product design.

Both of these campaigns demonstrated that sometimes the most powerful ideas are elegantly straightforward, and in this simplicity lay its strength. It illuminated the path for what advertising can achieve when it becomes a force for positive change, a lifeline for those in need, and a symbol of hope in challenging times.

[fluffs-n-stuffs]

KIERAN AND CARMINE IN PALDEAN WINDS OH MY GOD

[cheeseburger443]

I realized I haven't drawn young Frollo, so here he is 👀

[ssaraexposs]

This moment is deeper than ANYTHING. Atsushi is actually trusting Akutagawa here, in this very moment. He's opening up about his deepest secret, that no one else knows. And he CHOSE to reveal it to Akutagawa. His sworn enemy. His rival. This is such a PEAK moment.

[chiptrillino]

Hi, hope you're well. I love you art so much!

Is that Kuruk and another spirit I see in your pfp? 👀👀

Thank you!

I am getting back to the flow of things :D

I want to point out that kuruk was a last second after thought and I have no clue how to draw this man yet. The blue spirit on the other hand is possessing my head...