Bangkok, Thailand – At the heart of Southeast Asia’s bustling creative scene, Michał Dwojak-Hara, Managing Director at Juice visual effects studio, recently served as a juror at AdFest 2025, one of the region’s premier advertising festivals. Dwojak-Hara shared insights from his time on the panels for the Film Craft Lotus and New Director Lotus awards, emphasizing the unique blend of innovation and creativity he witnessed among this year’s submissions.
AdFest has long been a melting pot of cultural perspectives, and for Dwojak-Hara, this diversity was palpable in the jury room. He highlighted how the collaborative viewing of films not only broadened his own perspectives but also enhanced the judging process by incorporating varying interpretations and ideas that he might have overlooked on his own.
One of the standout initiatives at the festival was the Fabulous Five, where five of the 25 initially shortlisted short film scripts were brought to life. According to Dwojak-Hara, these productions, despite their modest budgets, displayed a high level of creativity and execution that was truly impressive. One film, in particular, caught his eye with its high-quality visuals and detailed craftsmanship, standing out as a testament to the potential of low-budget filmmaking.
In the realm of individual entries, Dwojak-Hara was particularly taken by a campaign for the Republic of Singapore Navy, titled “Is it crazy…?” The spot demonstrated impeccable motion design and editing, alongside a compelling soundtrack. Its distinctly human touch, in a time increasingly dominated by AI-generated content, made a powerful statement about the value of human creativity.
Apple also left a strong impression with two entries that, according to Dwojak-Hara, excelled in audio integration. These spots were commended for their precision in sound design, which played a pivotal role in pushing them to the finalists’ stage.
Among the discussions that unfolded over the leading contenders, a significant debate revolved around whether to award a Grand Prix this year. Eventually, the decision was made not to bestow the Grand Prix, as no single entry universally outshined the others. This decision underscored the festival’s commitment to integrity, choosing to reward true excellence rather than settling for a compromise.
Interestingly, despite being a hot topic across many professional fields, AI’s influence in festival entries was still minimal. Instead, traditional craftsmanship, storytelling finesse, and meticulous attention to detail were the highlights. This trend served as a reminder of the enduring value of human artistic capabilities, even in an age increasingly shaped by technology.
As the media landscape continuously evolves, experiences like AdFest provide invaluable insights into the currents of change and innovation that are shaping the creative industries globally. The reflections shared by seasoned professionals like Michał Dwojak-Hara shed light not only on current trends but also on the timeless value of human creativity that no AI can replicate yet.
This perspective on AdFest 2025 provides a snapshot of the ever-dynamic world of film and advertising, highlighting both the creative triumphs and the industry’s ongoing dialogue about the future of visual storytelling.
Disclaimer: This article was automatically written by OpenAI. The people, facts, circumstances, and story may be inaccurate. For any requests to remove, retract, or correct the article, please email [email protected].