Neal Alfano is Vice President of Creative Services at Miles Partnership, where he brings more than 20 years of experience in brand strategy, creative development, and digital marketing. For over a decade, he has led award-winning campaigns recognized by AAF, HSMAI, the Telly Awards, the Communicator Awards, and ESTO’s Destiny and Mercury Awards. Neal specializes in strategic brand implementation, guiding research and focus groups, and directing high-impact photo and video productions. His work has shaped campaigns for some of the world’s most iconic destinations, including Alaska, San Francisco, and Madrid, helping connect global travelers with unforgettable experiences.

How many years have you been a judge?

1-3 years

What was your first job in the industry? What did it teach you?

My first job in the industry was at Hoyt Architects. It taught me how to develop creative solutions no matter the situation and to always be quick on my feet. I also learned the importance of building strong client relationships and delivering great customer service at every level.

I even earned the nickname “Radar Rally” because I was known for over-preparing, anticipating challenges, identifying solutions, and being ready to respond in the moment. That experience instilled in me a proactive mindset that still shapes how I lead teams and projects today.

What project are you most proud to have worked on?

Right now, I’m most excited about exploring how AI can be integrated into our creative community to improve workflows and efficiencies. The goal isn’t just to streamline processes, but to give my team more time and space to think deeply about the creative solutions we deliver for clients. By reducing some of the repetitive tasks, we’re able to focus more energy on big ideas and bold storytelling, the kind of work that truly moves the needle for destinations.

What’s the most challenging part about your job and/or the industry?

The most challenging part of my job right now is ensuring that every member of my 35+ person creative team has the leadership support they need and deserve to grow. Each person brings unique strengths, and my responsibility is to align them with opportunities where they can thrive and feel inspired, while also balancing the less glamorous assignments that are part of agency life. Finding that balance is not easy, but it’s essential for building both individual confidence and collective success.

From an industry standpoint, advertising in the tourism space is facing headwinds. Shifts in the political environment are affecting budgets and international travel, while AI is rapidly reshaping how creative work is approached. Together, these forces make for a complex landscape. But challenges also drive innovation, and they push us to deliver not just value to our clients, but leadership and fresh thinking for the industry as a whole.

What do you look for to determine excellence in video?

The first thing I look for is the quality of the storytelling. Does the spot deliver a clear and compelling story about the product or service? More importantly, does it create an emotional tie that resonates with the audience and captures the essence of the brand?

Once that foundation is established, I focus on the craft. Was it executed with precision in editing and cinematography? Were the transitions thoughtful and supportive of the narrative? Does the sound design and color grading enhance the story and draw the right attention at the right moments?

When all of these elements align, the audience should feel fully immersed, almost transported into the storyline, no matter the subject. The best spots don’t just inform; they inspire and leave you wondering, “How did they do that?” If you’re asking that question, you know you’ve witnessed great creative.

How do you unwind from work mode?

I like to say I’m always in “work mode” because I truly love what I do, but outside of typical working hours, I recharge by spending time with my family. My youngest plays travel hockey and my oldest runs cross country, so their activities keep us plenty busy. Beyond that, I enjoy watching football and hockey, getting out on the golf course, and continuing to sharpen my photography skills. Those moments help me reset while still fueling the passions that inspire my creative work.

What are your current roles and responsibilities and what do you love most about your job?

As Vice President of Creative Services, Neal leads the strategic development and execution of destination marketing campaigns that elevate client brands and inspire travel. He oversees the creative workflow across internal teams and external partners, ensuring every project reflects brand integrity and measurable impact.

At the heart of his role is mentorship and education, guiding designers, writers, and strategists to push boundaries, refine their craft, and deliver bold, innovative solutions. By cultivating collaboration and encouraging creative risk-taking, Neal helps the team consistently develop fresh ideas that resonate with audiences and drive results for clients.

He also plays a key role in brand research, validation, and performance analysis, bridging creative vision with data-driven insights. From directing photoshoots and videoshoots to shaping multi-channel campaigns, Neal ensures that the work not only looks exceptional but also connects meaningfully with travelers and stakeholders.