As part of an interview series in collaboration with MAD STARS, we’re speaking with jurors from across the region and the globe about the creative scene in their markets, what they look for in standout work, and more.
Next up in our series, we speak with Alex Pineda, Chief Creative Officer, Horizon FCB, and Comic Book Artist.
Alex talks about the creative energy driving Dubai’s ad scene, the founding of NOGMA Creativity School, and his view that AI, however powerful, remains a tool dependent on human curiosity and imagination to deliver its full potential.
He also shares what he’ll be looking for as a member of the Final Jury at MAD STARS this year, including his preference for work rooted in strong local or cultural insight and ideas that offer tangible solutions rather than simply raising awareness.
What inspires you most about the creative scene in Dubai right now?
Dubai (and the Emirates in general) is a very vibrant city where many cultures, nationalities, and diverse creative perspectives merge. Local and global brands are doing incredible work, and we are seeing more and more outstanding campaigns coming from the region. As a global, multicultural hub, it is a place that attracts talented creative minds.
It is also worth mentioning that, in recent weeks, the country has demonstrated a unity and resilience that is truly admirable.
You founded NOGMA Creativity School. What important lesson do you want students to leave with, and what advice do you have for young creatives who might feel discouraged by the current conversation around AI?
AI has been part of human life for many decades; the big difference now is that we are experiencing a full democratization of diverse artificial intelligence technologies. We founded NOGMA Creativity School almost 12 years ago, when the creative panorama was very different. Many things have changed in what is considered a very short time.
The way I see it, and the advice I give not only to young creatives but to marketing leaders and clients as well, is that AI is an incredible, almost limitless tool; however, in the end, it is still just a tool.
The way I see it, and the advice I give not only to young creatives but to marketing leaders and clients as well, is that AI is an incredible, almost limitless tool; however, in the end, it is still just a tool; it depends entirely on us to define what to do with it. I believe the core of a creative idea is, and always will be, powered by human curiosity, creativity, inspiration, and imagination.
You’re on the Final Jury at MAD STARS this year. What will you be looking for, and what does it take for work to truly stand out?
MAD STARS has become a benchmark for creative recognition, not only in Asia but globally. In previous years, we have seen winners produce work that meets the highest standards of other global shows, featuring remarkable entries from many different countries and markets.
If the work is rooted in a strong local or cultural insight, it will almost certainly steal my heart.
I won’t ‘reinvent the wheel’ with this answer: work that truly stands out is simply the most creative and the freshest; the kind that makes you feel a sense of ‘creative envy’ and makes you think, ‘I wish I had done that.’ I would also add that, personally, I favor ideas that offer tangible solutions to tangible problems, rather than just raising awareness. Finally, if the work is rooted in a strong local or cultural insight, it will almost certainly steal my heart.
MAD STARS has carved out its own identity among global award shows. What drew you to it, and what are you hoping to take away from the experience?
I have had the opportunity to participate in MAD STARS since its early days because I believe it is always valuable to have your work seen by fresh eyes and judged through the lens of different cultures and perspectives.
Making the transition from participant to jury member is not only an honor but also an incredible opportunity to give back to the festival and, of course, to be part of the team that selects and celebrates the very best in global creativity.
Award shows have evolved alongside the industry. What role do recognition and competition play today in pushing the industry forward?
That is a very interesting question, and one that often sparks controversy and polarized opinions. My personal take is that awards are an essential tool for creative companies to build credibility; however, they are only as valuable as what the agencies make of them. Recognition also helps motivate internal talent, attracts new recruits, and serves as a benchmark for your performance compared to other creative companies worldwide.
Awards are an essential tool for creative companies to build credibility; however, they are only as valuable as what the agencies make of them.
Ultimately, I firmly believe that strong work that helps brands fulfill their strategic goals while remaining divergent and creative, deserves to be awarded. First comes the work, then the awards will follow, never the other way around.
Are there any recent campaigns from your agency that you’re particularly proud of?
Right now, we are promoting three key cases.
The first is ‘Vitamin See’ for our local client, Centrum. We used microscopic photography, digital art and nutritional data to make vitamin deficiency visible.
Second is ‘Football Escapes,’ developed for BIG4TRAVEL in Bangkok. It was a strategic move to create holiday discounts for those looking to avoid football madness, allowing them to travel to exotic destinations far from the world cup tournament.
Finally, ‘WingSentry’ is an innovation project developed with the Behavioural Ecology & Conservation Group, in partnership with Rosario University in my country, Colombia. It’s an AI-powered system that uses thermal scanning and bio-acoustic sensors to help tourism operators establish more environmentally friendly routes.
What piece of work—from any agency or era—has stayed with you and continues to shape how you think about creativity?
It will be too hard to pick! There are so many pieces of work that surprise me every year that if we start talking about it we will never finish… If I have to pick one right now, I would like to name one of the classics: ‘DON’T READ’ by The Independent.
What are you most looking forward to during your time in Busan?
Of course, my main expectation is to judge alongside and meet with all the other great professionals and amazing people on the jury, experience the festival, and celebrate the work. However, I’d be lying if I didn’t say that I already have a few restaurants on my list!
Quick Hits
Something interesting you’ve discovered recently—a place, person, book, show, anything:
The power of staying silent.
A ritual or habit that keeps you creative:
Drawing.
Something you want to learn or get better at:
Crypto trading.
You can learn more about Alex here.
This interview was done in collaboration with MAD STARS. To learn more about annual awards show, visit here.
2026 MAD STARS Deadlines
- 1st Deadline (Early Bird): 8 May 2026
- 2nd Deadline (Regular): 29 May 2026
- Final Deadline: 15 June 2026
