Trends from the jury rooms
Images of D&AD Awards judging 2025 by Scott Little
This year at D&AD judging, we asked some of our judges, just returning from the jury rooms, to share the trends they observed in the award-winning work and the discussions they were having. Here’s what they had to say.
Samar Maakaroun, Partner and Creative Director at Pentagram, on Typography
Samar Maakaroun, Partner and Creative Director at Pentagram, spotted a shift while judging the Typography category: letterforms turning into textures, patterns, and images that go way beyond words. "It's a different texture that sort of belongs to everybody," she says.
Tim Hyland, Creative Director at Whalar, on Creator Content
Tim Hyland, Creative Director at Whalar, judged the first-ever Creator Content category at D&AD Awards 2025 — and saw a clear trend: creators and brands are hacking platforms to shape behaviour, not just serve content. From 1-second Budweiser ads to LG’s algorithm-bending playlists, this year’s smartest work used the rules to break through.
Frederico Gelli, co-founder and CEO of Tátil Design, on Brand Identity Refresh
When brands look back, they move forward. That’s the trend Frederico Gelli, co-founder & CEO of Tátil Design, spotted while judging the inaugural Brand Identity Refresh category at D&AD Awards 2025. From Nike’s bold typography shifts to Coca-Cola breaking its own rules, the best work stays rooted in origin while pushing originality.
Melissa Mbugua, East Africa Partnerships Lead at Radio Workshop, on Impact
AirPods as hearing aids. Voice tech diagnosing diabetes. Pavements guiding the visually impaired. At D&AD Awards 2025, Impact judge Melissa Mbugua, East Africa Partnerships Lead at Radio Workshop, shared how everyday tech - and even cement - is being reimagined into life-changing tools.
Selma Nicholls, Casting Director at Looks Like Me Casting, on Casting
Selma Nicholls, Casting Director at Looks Like Me Casting, judged the Casting category at D&AD Awards 2025, where she saw work that proves why casting matters. She highlights Wawa for showing how music, movement, and pure joy can connect people everywhere, Dove for casting real people and telling untold stories in unforgettable ways, and the deeply moving In Transit, where voices carry the impact (rather than looks).
Marco Venturelli, President and CCO at Leo and CEO and CCO at Publicis Conseil, on Entertainment
87 years’ worth of content is uploaded to YouTube every day. So, how can award-winning creative work cut through the noise? Entertainment Jury President Marco Venturelli, President and CCO at Leo and CEO and CCO at Publicis Conseil, says the secret isn’t scale or quantity. Instead, emotion is everything, and connection is the real currency.
Bruno di Lucca, Director of Creative Content at Burberry, on Luxury
“Social is no longer just a channel, it’s the stage for luxury storytelling,” says Bruno di Lucca, Burberry's Director of Creative Content, who experienced this firsthand while judging the Luxury category at D&AD Awards 2025. He highlights standout campaigns like Hennessy x LeBron and LVMH at the Olympics: partnerships and social moments that feel effortless, bold, and unforgettable.
Sydney Bautista, Junior Talent Manager at We SHFT, on Creator Content
“The industry started with passionate people telling their own stories.” That’s what stood out to Sydney Bautista, Junior Talent Manager at We SHFT, as she judged the first-ever Creator Content category at D&AD Awards 2025. From Amazon’s immersive drops to The Rainforest Labs Maicus campaign, the best work let creators and communities drive the story — not just feature in it.
Danielle Trivisonno Hawley, Global ECD and Head of Brand at Uber, on Writing for Advertising
"One of the trends I noticed was a renaissance back to craft,” says Danielle Trivisonno Hawley, Global ECD and Head of Brand at Uber. Hawley reveals the trends she spotted judging Writing for Advertising at D&AD Awards 2025 — from theatre of the mind to writing as a weapon.