White Square International Festival of Creativity is recognized in the professional community all over the world. Every year more than a thousand entries from different countries are evaluated at the highest level by international jury. The Jury of White Square 2025 includes representatives of more than 45 countries of the world, winners of numerous awards of prestigious international creativity festivals. To inspire the creative industry worldwide, we are pleased to present a series of interviews with White Square 2025 jury members. Today's interview questions are answered by Pablo Maldonado, CCO & Creative Managing Director, FRASER. Ranked by Lürzer's Archive as one of the Top 10 Creative Directors in Argentina for the past 5+ years, Pablo launched FRASER in the Middle East as CCO\Creative Managing Director, after a successful stint at Grey and Wunderman Thompson, and a journey that has seen him thrive at different agencies, in multicultural markets: from Argentina and Mexico to the USA and now the UAE. Pablo has also been awarded Grand Prix at Cannes, another 15 Grand Prix, and over 500 awards (80 Golds) at every major international festival, including Cannes, D&AD, One Show, Clio, ANDY, ADC, NYF, LIA, and Effie, among many others.
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?
It all began in 2005 when I wanted to be an Art Director. My passion lasted exactly six months—until I realized that Writers (clearly the ones having the most fun) got the front-row seat. Jokes aside, I found myself far more drawn to concepting and writing, a shift that shaped my career. That duality—thinking visually while crafting with words—has stayed with me ever since. It allows me to ideate, write, and, when the idea still feels nebulous, bring it to life myself. Today, with AI, this hands-on approach is second nature. The inspiration to pursue a life in Advertising stemmed from observing how creativity, and how Agulla & Baccetti, BBH, W+K, CP+B, DDB NY and many more, could influence culture and drive real change. When it comes to impactful moments in this 20 years, there have been many. I've always believed that ideas and life itself are a journey of constant exploration and learning, driven by a passion to create meaningful connections and leave a mark. But wait...when I met David Droga at Cannes, it definitely made the Top 3, yeah.
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?
There are many that I like, and if you ask me, I’d probably instinctively pick them just for the insight, the brand boldness, the solution, or the craft. But if you ask me about the most 'successful' (tricky word, especially nowadays!), it’s a no-brainer: Unilever’s Degree Inclusive. It received nearly 200 awards, including the Cannes Lions Grand Prix for Innovation, after two years of work combined—unreal. But beyond that, it’s an idea that sparked a new conversation: how to make the personal care ritual genuinely personal for everyone? It was a huge project with many collaborative parts, and in the end, the client used it as an example of brand vision for the years to come.
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?
In evaluating the work, the paramount criterion is the strength and originality of the idea. A compelling concept serves as the foundation upon which everything else is built. Equally important is the execution—how effectively the idea was brought to life. Flawless implementation ensures that the message resonates with the people out there.
For the White Square Festival, I’m eager to see entries that challenge conventions and reflect a deep understanding of current societal dynamics, while also showcasing timeless storytelling and craft. I’m also quite intrigued to see how AI is beginning to influence brands and ideas.
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? Can you highlight the key factors that help you create effective projects and build long-term relationships with the brands' target audience?
The real technique or trick is that there is none. Honestly, every brief, brand, and problem to tackle is different, so the approaches are all different as well. That’s still the fun part of what we do. Nonetheless, I recommend always asking lots of questions—even the silly ones—and engaging in plenty of talks, because that’s when ideas start to come. Oh, and for every idea that makes sense and responds to the brief, add a 10% Gondry or David Lynch twist—just enough to make it pop.
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?
The AI, the AI, and FRA.I.SER DubAI.
What would you like to wish to your colleagues, participants of White Square Festival 2025?
Yes, I extend my heartfelt wishes to all participants. In our unpredictable industry, it’s key to continue challenging conventions and embracing bold ideas that drive real change. May this edition ignite your creativity, foster collaboration, and inspire innovative solutions that resonate globally. In the end, the essence of our work lies in our ability to connect, inspire, and make a lasting impact. Wishing you all a festival filled with inspiration, growth, and success.