Diego Garcia's in the frame

What appealed to you about taking on the role of head judge for the Cinematography category?

I was interested in talking about the creative process of visual language, with a true and honest approach to the work, discussing intentions and how to develop them artistically. 

What sort of work are you hoping to see in this category?

Fresh work, images that inspire me really trying to go deep into telling a story, sensations, or translation of ideas with poetry and originality.

Above: Last year's gold-winning spot in the Cinematography [up to and inc. two minutes] category.

What makes a good jury?

I think a strong jury can have an objective judgment based on taste, culture and experience, staying true to what it believes as artists and, hopefully, pushing for a high level of quality in the work.

Do you think 2024 was a good year for creativity in north and south America?

I think I’ve seen lots of work looking very similar, or with the same language, and with only a few things being able to surprise me and inspire me. 

Is there a campaign from the past that inspired you to get into advertising?

I think, as creatives, we need to keep searching for unique, interesting and honest ways of using visual language. 

We need to keep searching for unique, interesting and honest ways of using visual language.

We need to work with awareness and respect for what and how we communicate. 

Above: Garcia [top], with some of his fellow Cinematography judges [from left] Anastasia Von Rahl, Farhad Gahederi and Jordana Freydberg. 

What do you think the biggest challenges and opportunities are for advertising in the year ahead?

It’s overwhelming the amount of content we create these days, so we need to be responsible as artists. 

Why do you think awards are an important part of the industry?

I believe awards are important because they are a great way to encourage new voices and validate and honour the good work. Awards open paths for new artists and they are also a way of connecting, sharing and learning about our media. 

Awards open paths for new artists and they are also a way of connecting, sharing and learning about our media. 

Awards are a good exercise for reflecting on what is happening in the industry, and the challenges and things to improve on as a society.

Click here to enter the shots Awards The Americas 2025