Dubai Lynx and Creativity in the Middle East: "I Have the Feeling Everything Is Possible Here"

Dentsu Creative spoke to Riccardo as he prepares to judge the Film, Print & Publishing Radio & Audio category at the 2024 Dubai Lynx Awards this March. The festival, which is part of Cannes Lions’ Ascential Group, is an annual melting pot where ideas, brands and technology collide. Over 80 global jurors, and over 1000 attendees from across the MENA region and beyond, meet to hear cutting-edge content, network with their peers and celebrate the region's most creative work.

Q> First up, what appealed to you about being a juror for Dubai Lynx?

Riccardo> An incredible curiosity about the region and its astounding potential. Dentsu Creative Italy is working closely with our offices in Dubai and Riyadh, and so I have the honour to frequently be in touch with local clients and projects, and I can say there’s so much to do. I have the feeling everything is possible here, so that’s why I also have very high expectations for the campaigns I am judging.

Q> What do you feel it takes to win a Lynx in the Film, Print & Publishing, Radio & Audio categories? (which can be fiercely competitive!)

Riccardo> I take the risk of sounding repetitive, but the best recipe is always the same: great ideas and excellent craft. I’ve already started the judging process, and I’ve been surprised about the - very elevated - quality of output in the radio and audio, category, when there is less investment these days. But probably that’s exactly the reason why: budget constraints push creatives to challenge themselves at a higher level, with the greatest freedom; whereas in the Film category, I feel that big budgets don’t always equal a real impact on culture and society.

Q> How can you make sure your “global experience” biases positively influence your judgement?

Riccardo> It’s all about finding the right balance between global vision and local knowledge. There’s a lot to read, to learn and to implement before finalising the vote for each campaign.

Q> You are a both a chief creative officer and a photographer, how do you integrate your passion for one to inform the other? and will you be taking your camera to Dubai!

Riccardo> Of course I will! I can’t wait to explore the city with my camera and come back with a couple of rolls of film of new encounters. And to answer the first question: It’s all about the vision. Photography pervades and influences my vision at every step of my creative process. Maybe that’s why I’m so happy about working at dentsu, with our Japanese heritage of crafted aesthetics, elegance, and at the same time, innovation.

Q> Tell us more about your photography.

Riccardo> My ambition is to tackle both the profound and the powerful – from more sociological subjects like the G8, to more intimate ones, like the coast of the Adriatic Sea in Italy and the meaning of the Italian summer. My practice also investigates the ethereal – looking at light and sensual atmosphere as inspiration.  

Q> A big philosophical question for the final one - what is the role of creativity today?

Riccardo> A big one, but in a way the simplest: to give back beauty to the world (now you can see how photography is pretty present in my creative approach!)