Craft, community, and controllers: Octopus&Whale CEO Joey David-Tiempo shares her D&AD jury insights

LONDON, UK – Octopus&Whale CEO Joey David-Tiempo is no stranger to the international stage, having previously earned recognition from some of the world’s most prestigious award-giving bodies, including D&AD, Cannes Lions, One Show, Clio, and The Webby Awards. She also brings extensive experience as a juror, having served on panels for LIA Evolution, Creativity in the Metaverse, and Entertainment Lions for Gaming.

Following her role as Jury President for the Spikes Asia 2025 Entertainment, Gaming, & Music category, Joey returned to lead another major jury — this time for Gaming & Virtual Worlds at the 2025 D&AD Awards.

In an exclusive interview with adobo Magazine, Joey shared her insights into how she and her fellow jury members determined who would take home a coveted Yellow Pencil.

adobo Magazine: What made judging the Gaming & Virtual Worlds category uniquely exciting this year?

Joey David-Tiempo: The new categories: Trailers and Audio-Visual Craft. As a gamer, this is the content that hypes me up — and after going through hundreds of case studies, it was such a delight to watch them at D&AD.

adobo Magazine: What were the non-negotiables for a Pencil-worthy entry in your jury?

Joey: The work had to be fit for purpose, beautifully crafted, and inspiring enough to make gamers want to play. The jury also agreed: It should push gaming companies to elevate their own creativity.

adobo Magazine: Any entries that completely surprised you — either in concept or execution?

Joey: “Anno 117: Pax Romana” from Ubisoft was refreshing. It was a series crafted for a very niche (and nerdy) community of city-building strategy gamers. By deeply understanding their audience, they found a creative, clever way to engage players and build momentum — even while the game was still in development.

adobo Magazine: Did you see a shift in how brands or creators are using gaming for storytelling or community?

Joey: Advertising often goes for volume, but in gaming, there’s real value in connecting with niche communities. It’s not about one-shot campaigns; it’s about nurturing long-term relationships. Less about breadth, more about depth of understanding.

adobo Magazine: Were there specific trends that dominated — like immersive tech, metaverse ideas, or mobile-first worlds?

Joey: “Gaming for all” is definitely a major theme. Across all platforms, we saw work using technology to give marginalized and underrepresented communities a more equal footing to play and be seen just like everyone else. 

adobo Magazine: Let’s talk winners — what made the top work stand out from the rest?

Joey: The “Everyday Tactician” has been winning everywhere, and it earned a Yellow Pencil at D&AD. It’s brilliant proof that gamers don’t just win in video games — they win in real life, too. It shattered the outdated stereotype of gamers as delinquent couch potatoes.

adobo Magazine: Any personal favorites that stuck with you long after judging ended?

Joey: I’m not into football and had never heard of “Football Manager” until I saw “The Everyday Tactician.” Now I’m actually curious to try it. That’s what the jury meant by “work that inspires you to play.”

I also thought Unilever’s “Code My Crown” was a beautifully crafted attempt at raising Black representation in gaming — until one of the jurors brought up the fan reaction around Yasuke from Assassin’s Creed Shadows. D&AD did a great job bringing together representatives from all sectors of gaming; I learned so much from the experience.

adobo Magazine: How are creatives today redefining what a “game” or “virtual world” can be?

Joey: It’s no longer just about playing games — it’s a space to be, to build, to belong. It’s [an] immersive social universe. 

adobo Magazine: What’s your take on how far this space has come — and where it’s going next?

Joey: Gaming is now pop culture. We literally saw an Xbox controller shaped like Deadpool’s ass. And as more and more people “watch” video games (Who here was the last to watch The Last of Us?), it will redefine how we socialize, express, and advertise.

adobo Magazine: What advice would you give to creators aiming to break into this category next year?

Joey: Gaming is already immersive, innovative, and wildly creative — so it’s a letdown to see traditional advertising still trying to hack or buy their way in. This is the best playground for brands — but before you play, you have to learn the rules of the game.

adobo Magazine is an official media partner of the 2025 D&AD Festival and the 2025 D&AD Awards. 

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