VP OF CREATIVE
NYF’s powerhouse Grand Jury represents the most diverse brain trust of prominent advertising creatives from 50 countries around the globe. This esteemed peer-nominated panel provides a 360-degree creative view of the advertising world today. The Grand Jury’s award-winning international creatives evaluate NYF’s entries from over 100 countries worldwide and determine which creative campaign will move on to the medal round.
2018 Grand Jury member, Lorenzo is VP of Creative for Situation USA. He drives Situation’s creativity and innovation as the leader of the Design, Content and Creative Strategy groups. A member of the team since 2006, he oversees the agency’s award-winning work to ensure the highest levels of quality, accuracy and excellence.
He has worked on a variety of clients including NBCU, Major League Soccer, Wicked the Musical, and HBO’s Game of Thrones. His work has won at competitions including the Telly Awards, Mixx Awards and “Best in Show” at the OMMA Awards; and has been featured in numerous outlets such as AdAge and The New York Times.
Tom also provides insightful thought leadership not only in the digital space, but across all platforms, poking and provoking Situation into exciting, uncharted territory. He’s appeared in the Huffington Post and Crain’s NY, and has spoken at Google Events.
New York Festivals: What are your personal criteria for choosing award-winning work?
Tom Lorenzo: When judging a piece of work, I am always initially impressed by something that is truly unexpected – in execution or strategy. Once I’m hooked, I focus on whether the work is genuinely thoughtful and whether it sticks with me (and if it would stick with an audience). If it’s unanticipated, reflective of who it’s trying to reach, as well as memorable – there’s a high probability I’d consider it an award-worthy piece of work.
New York Festivals: What cultural/social changes do you think will influence this year’s work?
Tom Lorenzo There’s a larger cultural shift happening, not just in the industry, but within our society in general. I think this year we’ll see a lot of brands focusing on social good and communicating their positions or beliefs to their consumers. This shift has the potential to make a big (and positive) impact, and I’m looking forward to seeing what movements brands start to lend their voices to and how that affects advertising.
New York Festivals: In 3 words or less, what do you think about 6 second commercials?
Tom Lorenzo: Shorter is better.
New York Festivals: What’s the one smartphone app you couldn’t live without?
Tom Lorenzo: Uber. I use the app constantly for rides as well as food delivery. Their revolutionary idea is something I really respect as a creative and appreciate even more as a consumer. Although, I don’t even want to think about how much money I give them a month.