White Square International Festival of Creativity, recognized in the professional community around the world, continues its call for entries. Every year more than a thousand entries from all over the world are submitted by representatives of creative industries to participate in the Festival. Entries are evaluated at the highest global level by the international jury. To inspire creative industry representatives from all over the world to submit their best entries for White Square Festival 2025, we are excited to present a series of interviews with members of the Festival jury. Today Sergio Spaccavento, Creative Director & Author from Italy, answered the interview questions. Art director, copywriter, screenwriter, TV and radio writer, advertising educator, speaker and definitely a lover of myths. Worked in small, medium and large agencies with small, medium and large clients. Winner of numerous international and national awards in advertising, film, radio and television.
When did your journey in the creative industry begin? What inspired you to choose this career? Are there any stories or moments in your career that have had the greatest impact on your professional growth?
My journey in the creative industry began when I first discovered the power of storytelling and its ability to evoke emotions, challenge perceptions, and shape culture. From a young age, I was always fascinated by the intersection of art and technology, and how media could be used to communicate complex ideas in an engaging and impactful way. This passion led me to pursue a career in advertising and creative direction, where I could combine my love for creativity with my interest in innovation. One key moment that really inspired me was during my early work at BCUBE Publicis, where I was involved in a major campaign that combined traditional advertising with emerging digital platforms. It was one of those moments where everything clicked—creativity, technology, and strategy working in harmony. Another pivotal moment in my career was founding my own agency, CONVERSION. The challenges of building something from the ground up forced me to refine my leadership skills, think outside the box, and constantly innovate. It was during this time that I learned how to navigate the complex balance between creativity, business growth, and technological advancements.
Your projects have been highly appreciated at prestigious international festivals of creativity. Which of your projects do you consider to be the most successful and why?
One of the projects I consider the most successful is the social strategy we developed for Ceres, which earned us the Grand Prix at ADCI. This campaign really stands out because it captured the essence of the brand while also pushing boundaries in terms of creativity and audience engagement. The challenge was to create a strategy that was both bold and authentic, and we achieved this by using humor and sharp social commentary to resonate with our target audience in a way that felt fresh and relevant. What made this project particularly successful, in my opinion, was the way we combined strategic thinking with a deep understanding of the digital landscape. The result was a campaign that not only won prestigious awards but also sparked conversations and significantly boosted the brand's social presence. Another project that stands out is the work I did for the web series *Axel Bros*, which won the Infinity Film Festival in 2016. As cowriter, seeing this project win at the Rome Web Fest for best web series was incredibly rewarding. It was a unique blend of storytelling, digital content, and humor, and it proved that niche digital formats can achieve mainstream success.
In your opinion, how do the participation and winning of creativity festivals influence agencies and representatives of the creative industry? What additional aspects, such as reputation enhancement, professional networking and inspiration for new ideas, can be crucial in this process?
In my opinion, participation and winning at creativity festivals play a crucial role in shaping the success and reputation of agencies and individuals in the creative industry. These festivals provide a platform not only to showcase innovative work but also to benchmark creativity against the best in the world. Beyond reputation, these festivals offer invaluable opportunities for professional networking. They bring together the best minds from across the globe—creatives, strategists, and innovators—from all sectors of the industry. This opens doors for collaboration, partnerships, and new business opportunities that would be difficult to access otherwise. I’ve personally made numerous valuable connections at such festivals, whether with potential clients, collaborators, or even mentors who have helped me evolve in my career. The inspiration that these events provide is also incredibly important. It’s not just about the accolades, but the exposure to groundbreaking ideas, new technologies, and fresh perspectives. They serve as a reminder of the power of creativity to shape culture and solve problems. The energy and ideas generated at these festivals often spark new ways of thinking and encourage creatives to push boundaries in their own work. As someone who is passionate about generative AI and technological innovation, I find these events to be an essential source of inspiration, constantly challenging me to stay ahead of the curve and think about the future of the industry.
You have a high professional expertise in the field of creativity and experience of being a jury member of many international festivals, and this year you will be evaluating the entries of White Square Festival. What evaluation criteria are the most important for you? What new ideas would you like to see in the entries of White Square Festival?
As a jury member at various international festivals, including Cannes Lions and ADC*E, I focus on key evaluation criteria when assessing creative work. Originality is crucial—campaigns need to stand out and offer fresh ideas while staying relevant to the brand and audience. Relevance and impact also matter; creativity must serve a purpose, whether that’s storytelling, audience engagement, or driving results. Craftsmanship is key too—impeccable execution from concept to final product is a must, with a strong understanding of the medium and the latest technologies. I’m also keen to see more work at White Square Festival that merges technology and creativity, especially using AI, VR, or interactive formats in innovative ways. Finally, I’m excited by campaigns with social responsibility, as creative solutions can shape culture and inspire change.
How do you approach the creation of new ideas and projects? Do you have any certain methodologies, techniques, or lifehacks that you use while working with your team?
My approach to creating new ideas is collaborative, focused on strategic alignment and fostering creativity. I bring together a diverse team and start by understanding the brand’s values, objectives, and target audience. The creative vision must align with business goals. I use a mix of design thinking and brainstorming, encouraging open ideation and empathy for the audience. We prototype and test quickly, refining ideas based on feedback. I also apply creative constraints—limiting aspects like budget or technology—to spark innovation. To build long-term relationships with audiences, I focus on authentic, consistent messaging and storytelling that aligns with cultural trends and values. Adaptability is essential for staying relevant and maintaining strong brand connections.
Can you highlight the key factors that help you create effective projects?
Collaboration is absolutely at the heart of my creative process. The best ideas often emerge when diverse minds come together, bringing different perspectives, experiences, and expertise. I make it a point to foster an environment where team members feel empowered to contribute their thoughts and challenge each other. Every voice is important, whether it's a strategist, designer, writer, or technologist. To ensure effective collaboration, I set clear goals and expectations from the start, but I also encourage open communication and flexibility throughout the process. Regular brainstorming sessions, feedback loops, and using collaborative tools like digital whiteboards or project management platforms help keep everyone aligned. The key is creating a culture of trust where everyone feels they have a safe space to propose ideas and express concerns. In my experience, the more diverse the team, the more innovative and unexpected the results. That's why I believe strongly in fostering cross-disciplinary collaboration—whether it's involving experts from different fields like AI, social media, or content creation, or even bringing in clients and other stakeholders early on to ensure the project is both creative and aligned with business goals.
What new trends and tendencies do you think will be actively seen in the field of marketing and communications in 2025? In your opinion, what innovative approaches and strategies will be able to attract consumers' attention and create a sustainable connection with brands? Are there any examples of companies in your country that are already implementing such tools and can be a reference point for others?
In 2025, hyper-personalization in marketing will be driven by AI and data, allowing brands to offer real-time, tailored experiences that resonate with individuals. Consumers seek authentic, personalized interactions, and brands that deliver will stand out. Immersive experiences, powered by AR and VR, will enable deeper engagement, making experiences more interactive and memorable. Generative AI will also play a role in creating personalized content and driving interactive storytelling. Sustainability and ethical consumerism will rise, with brands needing to prove their environmental and social commitments to attract loyal customers. In Italy, brands like Lavazza, Barilla, and IKEA are leading with innovation, social responsibility, and tech, integrating these trends into their strategies. The most successful brands will blend personalization, sustainability, and cutting-edge tech while staying true to their values and fostering long-term consumer relationships.
What would you like to wish to your colleagues, participants of White Square Festival 2025?
To all my colleagues and participants of White Square Festival 2025, I wish you an inspiring and rewarding experience. May this festival be a space where creativity knows no limits, where bold ideas are celebrated, and where we can all push the boundaries of what’s possible in the world of advertising and communication. I hope you leave here not only with new insights and connections but also with renewed passion for the power of creativity to shape the future. Let’s embrace new technologies, explore innovative strategies, and above all, stay true to the values that make our work meaningful. Here’s to creating impactful work that resonates deeply with audiences, drives change, and builds lasting connections between brands and consumers. Wishing you all the best of luck and a fantastic festival ahead!
The Jury of White Square Festival Jury is being actively formed and will be announced in March, but their participation has already been confirmed by the brightest people with invaluable experience in judging prestigious international creativity festivals and numerous awards around the world, representatives from more than 35 countries.
To submit your entries, go to the White Square Festival's official website and choose from 247 nominations covering the entire spectrum of the communications industry. Discounted entry fees are available until March 3, 2025. The final deadline for entries is April 28, 2025.