TRES COLACION

Executive Creative Director, Droga5

How much work are you entering this year?

We’re entering work from two projects, Riyadh Season and the Qiddiya. Within these projects are a few different pieces ranging from out of home to film and an integrated suite of work.

What do you think is your strongest work?

With all our work we look at two metrics: the ambition and the impact out in the world. With the Battle of the Baddest, we had the ambition to change the way that boxing is promoted forever. That’s an ambition that we realised with the impact already being seen in the fights that followed. For Qiddiya, it was about launching an ambitious brand philosophy around the importance of play to excite the public around a city that is still being built.

Which categories do you think you are strongest in? Between ‘The Wish’ for Riyadh Season, ‘Rumble for

Battle of the Baddest’, and ‘Play Life’ for Qiddiya we have three films that approach the classic ad film in a totally different way. The latter also has a thoughtful emotive strategy to get around a physical challenge.

Which other categories will be the most interesting to watch?

With the line between advertising and content continuing to blur, entertainment is always a category that continues to evolve.

What themes do you expect to see in the work this year? Definitely the use of AI, whether that is genuine or a bit subversive.

What do you hope to get out of the festival itself?

It’s a unique opportunity to see work geared towards a part of the world we’re increasingly interested in. Obviously, there are so many similarities, but there will also be the most ingenious differences as the ask is adapted to culture, context and behaviour.

What advice do you have for creatives attending Dubai Lynx for the first time?

As with any festival of creativity the work is always the focal point, but remember that behind each brilliant piece that you see is a team of your peers. Seek them out, get to know them, tell them their work inspires you. This is an industry where the capital is our people. Without them there’s no point in any of this.