Festival Week
Big Take Aways
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Art of Originality
A reoccurring theme was the idea that you shouldn’t follow trends but rather create them. If you do look at trends, use them as inspiration for what not to do. The goal is to make something original.
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Care
A common trait among the speakers and attendees I spoke with was a genuine passion for their craft. It’s what pushed them to do their best work, Additionally, the most powerful work was emotional and unafraid to be a little weird because thats what provoked real reactions.
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Creativity is a Conversation
One of the best pieces of advice I heard was to build a strong network, not just of like-minded people but also of those who think differently. Collaborate with people who question your ideas. When creativity becomes a conversation, that’s when the best ideas rise to the top.
Day 1
FESTIVAL OPENING SEMINAR: Creative Marketer of the Year| Apple | Human after All
I began the festival by attending a talk by Tor Myhren, Apple’s VP of Marketing. As someone who loves the Apple ecosystem and admires the brand’s clean, innovative, and futuristic identity, I was really excited for this one. One of his biggest takeaways was that AI isn’t here to take our jobs or save them, “it’s a biotic arm,” a tool meant to support human creativity, not replace it.
Myhren emphasized that powerful marketing is when it’s rooted in real emotional storytelling. He shared a moving campaign for AirPods that showed their hearing aid feature through a story of a real deaf father and his family. It was raw, authentic, and deeply emotional. His point: you can’t fake human connection, and the best work is the kind that makes people feel something.
Another standout was a clever privacy ad featuring “privacy birds” stalking people and stealing their data, an entertaining way to show how Safari protects user privacy. It was silly, creative, and relatable, turning a shared human concern into an engaging story.
This talk reminded me that the most impactful creative work blends technology with humanity, something AI can’t fully replicate. One of the best talks I attended!
Disney Breakthrough Storytelling Captivating Audiences Across Screens and Streams
I wanted to see this talk because I love Disney and Sterling K. Brown. I was a huge fan of him on This Is Us, and I’ve recently started watching Paradise. The dynamic between Brown and writer/producer Dan Fogelman was genuinely charming. It was sweet seeing the clip of Brown’s wife reacting to the show.
One thing Brown said that stuck with me was that celebrities are just normal people at the end of the day. He talked about how he insists on doing everyday things like going to the grocery store or pharmacy.. While he appreciates fans who want to meet him, he also sets boundaries and values having a real life outside of fame. This reminded me that no matter how successful/popular someone becomes, people still crave simplicity, connection, and normalcy. Sometimes, the most powerful thing you can do is slow down, be present, and “take one day at a time” because that’s when meaningful conversations can happen.
Pereira O'Dell| Selling Game-Changing Creative: From Pitch Room to Grand Prix
The next talk took place at the Basement Stage, which wasn’t my favorite setup. It was noisy, making it difficult to fully listen to the speaker. That said, I still enjoyed hearing from Jason Apaliski, Chief Creative Officer at Pereira O’Dell.
The biggest takeaway for me was the power of simplicity. He emphasized the importance of simplifying the sell, breaking an idea down to its most “viable form.” He also spoke about the need to pivot. In this industry, you have to be flexible. Sometimes, your client won’t love your original idea, or it might be too bold for the moment. That doesn’t mean it’s a bad idea. It just means the timing isn’t right. He advice: don’t throw those “crazy” ideas away. Persist, and save them for the right time and client.
SAWA - The Global Cinema Advertising Association, Change Minds: Shift Global Perspectives through Big-Screen Storytelling
To be honest, I didn’t have high expectations for this talk. But I ended up loving it. It featured Gurinder Chadha OBE (film director, writer, and producer at Blend It Networks) and Kathryn Jacob OBE (author, SAWA President, and CEO of Pearl & Dean).
The big idea here was the power of diversity and storytelling. Chad talked about how she tells stories to show that “you don’t have to live life being the other.” By "other," she meant the background character, the one who's overlooked or seen as less important. She emphasized that we’re all connected through shared emotions and struggles, regardless of our background. In her films, she likes to begin from the audience’s perspective and then slowly shift it, helping them see things differently by the end.
FQ The CEO Mindset: How Leaders Make Bold Bets
I stopped by the Female Quotient lounge, which had a warm, inclusive atmosphere. While waiting in line to try their delicious ice cream, I met a graphic designer who works with sports brands. We struck up a conversation and bonded over the fact it was both of our first times attending the festival.
The talk was pretty packed, so I stood along the side to listen in. The panel featured female CEOs from brands like Pacsun and Digital North America. t was really inspiring to to hear directly from women in leadership roles. One thing that stood out to me was how they talked about setbacks not as failures but as a necessary part of growth. It reminded me that leadership isn’t always about being right, but staying resilient and knowing when to pivot.
Mia Rafowitz, Cara Mia Cecchini, and Tres Colacion Conversation
I was especially excited to meet people from Droga5 because their approach to working with such a wide range of brands resonates with my own varied interests, and I admire their bold, unconventional thinking. Meeting Mia, Cara, and Tres from Droga5 was a highlight. What stood out most was that Mia and Cara have been collaborating since college, showing that strong partnerships can build creative trust.
Tres emphasized the importance of mutual respect in creative partnerships, You need someone honest enough to tell you when your ideas aren’t working. But it’s not just about criticizing, It's about explaining why an idea doesn't hit right and offering thoughtful input. That kind of honest, respectful conversation leads to better ideas.
One takeaway was the value of “crazy” ideas, which often become the most successful and impactful. It reinforced for me that creativity means being willing to push boundaries.
Day 2
Impact Innovators: Building a Healthier World
Having grown up watching her play tennis, I was beyond excited to see Serena Williams. But honestly, I felt a little underwhelmed. She didn’t have much time to speak, and not a lot stood out to me during the talk. That said, it was surreal seeing her in person.
She did share a few important takeaways, one being the importance of investing in yourself and “getting comfortable with the uncomfortable,” meaning that real growth occurs hen you push yourself outside your comfort zone. I also appreciated how she talked about transitioning from tennis, an individual sport, to learning how to work in team environments. She emphasized that collaboration is needed if you want to expand your impact.
One point that really stuck with me was when she reminded the audience that many of us live in bubbles. We take daily routines, like brushing our teeth, for granted, without realizing those are luxuries some people don’t have. I thought it was comment, especially in a world where self-focus overshadows empathy. It was a good reminder to look beyond our own lives and see how others live.
Inside the Jury Room: Outdoor Lions
Despite being back in the noisy Basement Stage, Ihis talk was engaging. I especially enjoyed hearing the different jurors’ opinions on each of the campaigns. It was also fascinating to see campaigns I had watched at the award show the previous night being analyzed. It helped me better understand what makes certain campaigns stand out more than others.
One campaign that stood out was Nike’s “Winning Isn’t Comfortable,” which won bronze. I liked how it focused on the pain and disciple of running , It was refreshing to see a brand lean into the less glamorous side of athleticism. The jury even noted how difficult it is to glorify pain, and that Nike did a great job of showing the reality of the sport in a powerful way.
Another one that caught my attention was KitKat’s “Phone Break” campaign, which addressed screen addiction. I had also seen it the night before. I thought it cleverly connected the brand’s identity addressing a relevant global issue.
In addition to analyzing several campaigns, the jurors shared some valuable advice. Keka Morelle emphasized the importance of searching for human insights to truly connect with audiences. Enrique Renta shared that you shouldn’t focus on winning awards, just be authentic, and the success will follow.
The Life Brief: Harnessing Creativity to Live a Fulfilled Life
I was curious to hear Bonnie Wan’s speak since she was on our Who’s Who test. She opened the session by asking the audience: What do you want? What do you really want? Then she asked, What stirs your soul? That question made me panic a little because it made me to pause and seriously reflect on what I truly want. The truth is, I’m still figuring it out.
She emphasized the importance of being honest with yourself and “practicing the truth.” She talked about the need to get messy with yourself in order to find clarity. She recommended doing a daily brain dump, writing answers to hard hitting questions about yourself to uncover your true self.
One quote that stuck with me was: “You can’t have it all, but you can have all that matters.” I thought that was such a refreshing and honest take. People often say you can do it all, but the truth is, sometimes you can’t, and that’s okay. What really matters is figuring out what’s most meaningful to you and focusing your time and energy there.
When Life Gives You Lemons, Start a Lemon-Flavoured Revolution
I admit that I chose this session partly because the title sounded cute (something about lemons), and I saw that Maureen Rutabingwa was supposed to speak. Since she was also on our Who’s Who test, I wanted to check it out. Unfortunately, she couldn’t make it. Alemu Emuron, Chief Creative Officer at The Collective, ended up speaking, and I’m glad he did. He was energetic and had a great presence on stage..
Alemu emphasized that if you incorporate culture first in your work, you’ll “sell out,” meaning your message will resonate and connect with your target audience. He stressed the importance of finding insights by looking beyond the mainstream influencers and focusing on micro-influencers, the people who set trends rather than follow them.. These are the professionals and everyday people who represent your real target audience and offer meaningful insights.
One quote I loved was: “Don’t tiptoe around culture, become the culture.” I think that’s so important. Sometimes people rush into projects without doing in depth research or fully immersing themselves in the communities they’re trying to represent or worse, they come off as arrogant, thinking they already understand. That lack of understanding can lead to backlash. Alemu said you should take the time to integrate into the culture and collaborate with the people who live it.
The Power of the Clash
I wanted to go to this talk because my brothers and most of my peers used to be obsessed with Clash of Clans, and I was curious about how the game became so popular so quickly/. Other sessions were more engaging overall, but André Toledo, CCO at DAVID New York and Iwo Zakowski, Global Head of Marketing Live Games at Supercell shared some unique insights. They said you should “take stupidity seriously” because sometimes silly or quirky ideas are the most effective way to convey your message and connect with the audience.
I thought their collaboration with soccer player, Erling Haaland was clever and well-executed. It really resonated with the audience. They also emphasized the power of word of mouth because that’s how things escalate quickly and how people really get “put on” to new things.
Timeless Creativity: Lessons on Building Lasting Brands
I was really excited for this talk, especially to hear from Marc Pritchard, the Chief Brand Officer of P&G. While waiting in line, I actually met someone who used to work at P&G, which was super cool. They're now the founder of a company that makes custom asthma case covers. It turned into a really fun conversation. I recommend chatting with people while you wait, you’re standing there anyway, so you might as well make it interesting!
I found the talk fascinating. Pritchard explained how one of their biggest challenges is making everyday household products fun, so people choose their brands over others. A major takeaway was the importance of knowing your brand better than anyone else, and that comes from uncovering real human insights. These insights should be based on actual behavior, not just assumptions. When you really understand what drives people, you can create campaigns that feel relatable and leave a lasting impact.
Luxury for Everyone – Changing Perceptions of Disability
I was excited for this talk because, having witnessed my mom’s mobility challenges, I know how difficult disabilities can be. It’s important to challenge the stigma surrounding people with disabilities, as it opens doors for those who are often shut out or overlooked. When I was reviewing all the session topics I noticed that disabilities and inclusion seemed to be a recurring theme. It’s a topic that deserves more attention, so I was delighted to see it featured.
I found the brand Heralbony to be incredibly creative. They take artwork created by people with disabilities and turn it into beautiful products like hotel decor, clothing, bus wraps, and bags. Co-CEO, Takaya Matsuda, shared the story of his brother, Shota Matsuda, grew up with disabilities and served as the inspiration behind the company. Even the name “Heralbony” came from his brother, which made the brand feel authentic and personal.
One of the most memorable parts of the talk was when one of their artists, Satoru Kobayashi, came on stage to do a live drawing. They even sent us a copy of it through a QR code. This interactive feature was especially thoughtful. The talk highlighted the value of being intentional.. When you create from a place of genuine care and purpose, you can truly make a difference and have a lasting impact people’s lives.
I was thrilled for this talk. I’ve been a fan of Wicked, The Wizard of Oz, and Broadway ever since I was a kid. I genuinely thought I was Dorothy growing up (I was born in Kansas, which did not help my delusions). I was such a fan that my parents even took me to a Wizard of Oz convention, where I met some of the original Munchkins and the grandson of L. Frank Baum (My parents say I wanted to kiss a Munchkin—looking back, I don’t know what was I thinking). So, with all that said, I was beyond excited to hear this talk. I love Jon M. Chu’s take on the Wicked movie, and I’m eagerly anticipating the sequel. I was thrilled that they showed the new trailer, and as a huge SNL fan, seeing Bowen Yang was a real treat.
The biggest takeaway for me was the idea that confidence isn’t about knowing everything; it’s about accepting your flaws and still loving yourself anyway. Real confidence is knowing your value and understanding that everyone else is your equal, not above or below you.. It’s about being secure in who you are, flaws and all, without feeling the need to constantly prove yourself. That idea of confidence really stuck with me. It reminded me that self-love isn’t about being the center of attention or showing off, it’s just about being comfortable in yourself and taking up space without apology. Confidence is contentment, not comparison.
Defying Gravity: Reimagining Brand Narratives
Day 3
Day in My Life Vlog
I vlogged my whole day, come along and experience the festival with me! :)
Amazon Port
Before the day got too busy and hot, I stopped by Amazon Port, which was pretty cool. So many people recommended checking out their AI perfume-making experience, and I totally get why it was both a little scary and absolutely fantastic. My obsession with perfume started about a year ago when my brothers became passionate about cologne. One day we literally spent seven hours in fragrance shopping. So this experience was right up my alley and a flex to show my brothers.
What made it so fun was that you had the opportunity to talk to AI and tell it little bits about yourself, like describing your ideal vacation spot and personality traits, and it would create a completely custom perfume based on your responses. It even generated a card with a name and picture of your scent, which I thought was a cute touch. After your conversation with AI, you headed to the perfume station, where people would mix your personalized fragrance in front of you, so satisfying!
While waiting in line, I met a student from the University of Georgia who was making her third perfume, which just shows how creative and addictive it was. I was also surprised by the sample; it was’t just a tiny tester, and it smelled amazing!
This experience really showed me how far AI has come in such a short time. It’s wild to think that just a few years ago, AI was rarely discussed in everyday conversation,, and now it’s part of our daily lives..
What 20 Years of YouTube Reveals About Creativity’s Future
I was totally giddy for this talk because I love YouTube. It’s such a powerful platform for sharing stories, lifestyles, and hobbies. I really loved how Neal Mohan, the CEO of YouTube, called it the “epicenter of culture.” It truly brings people together through from storytelling to DIYs.
Mohan mentioned that Veo 3, an AI feature, is coming to YouTube Shorts this summer. I’ve already seen many fully AI-generated videos on TikTok that look incredible, so it’s super exciting that more of that is coming to YouTube. While the power of AI can be frightening, its ability to unlock creativity is truly exciting..
The talk got even cooler when we were surprised by Amelia Dimoldenberg, Alex Cooper, and Brandon Baum. Brandon showed some of his amazing AI work, which got me hyped about using AI as a creative tool.
They talked about how tools open doors. I also believe AI can help people create things that might not have been possible before, and it can make it easier for people to express their creativity in new ways.
Side note: they gave us a little cupcake afterward to celebrate YouTube’s 20th birthday (crazy that I’m the same age as YouTube). It was so yummy!
Inside the Jury Room: Design Lions
I really enjoyed seeing Jessica Walsh, founder and creative director of &Walsh. I am a big fan of her work, especially “Coconut Cult,” which quickly became a trend. She creates such innovative designs. I was happy to have a front-row seat because it helped me focus. (Pro tip: try to sit up front, especially on the Basement Stage where it’s harder to hear and concentrate.)
One of the biggest takeaways was the importance of creating work that is functional, impactful, and life-changing. One gold-winning project the jury highlighted was Ghost Town, which stood out because it was both clever and powerful. The team took over the entire costal town, Ocaklar, to raise awareness about marine pollution, specifically ghost nets, which are abandoned fishing nets that are trapped underwater and harm marine life. To show the problem, they hung recovered ghost nets all around Ocaklar, making the invisible visible.
This changed the way I think. It really is the crazy, bold ideas that make you stand out. During class projects, I often felt like I had to play it safe, I thought some of my ideas were too weird or “too much.” But this talk showed me that those are the ideas that truly make an impact. As Jessica Walsh said, “Fuck the trends,” do something that hasn’t been done before.
Joy Is Rebellion: Hello Sunshine and Gen Z Rewrite the Narrative
I made sure to get to this talk early because I knew it was going to be packed—Reese Witherspoon, founder of Hello Sunshine, was speaking. I’ll be honest, this talk felt more like one you attend just to see a celebrity. I didn’t get a lot of tangible advice, but I still found it empowering. Witherspoon is launching a new company called Sunnie, which has an advisory board made up of teen girls. I think that’s such a great idea because it will provide a younger, fresh perspective and helps Gen Z and even younger generations feel seen. I also enjoyed hearing from Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty. Her discussion about the importance of women in leadership roles and using platforms to tell their stories really stuck with me. Women consume three times more content than men, so it makes total sense that they should be both the target audience and well represented in media.
One of the most powerful things Reese said was, “Joy is telling your story in your own words and being seen; joy is the most radical form of rebellion. It made me think about how often people, especially women, are told to tone themselves down. But joy and being unapologetically yourself can actually be a form of resistance.
What I took away from this talk is how important it is to really listen to your audience and include them in the process, not just as consumers, but as voices with influence. It reminded me that building a strong brand today means letting people be part of the story, not just telling it to them. It also made me think more about representation in marketing, and how being inclusive isn't just a trend, it’s essential for impact.
The Late-Night Hustle: From Comedic Gold to a Business Empire
Ball of energy! Jimmy Fallon came on stage with such a bubbly, contagious vibe. He was super interactive with the audience and constantly bouncing around, which made the whole talk even more exciting and engaging. It honestly felt surreal to see him in real life, I’ve only ever seen him on a screen! He had the entire crowd laughing with his commentary. I already love the concept of his new show On Brand, where people compete by pitching marketing ideas for real companies. I can’t wait to binge it!
He also dropped some solid advice: be crazy. He said the way to go viral is to be authentic, do something no one’s seen before, and do it with love. People can tell when your heart’s not in it, so be real, be unique, and go all in.
Real People, Real Influence
I honestly wasn’t planning on attending this talk. I had just finished being interviewed by an ASU student for a school project and was taking a moment to relax in the lounge with some air conditioning when I saw this talk being set up. They were handing out cute stuffed animals. I couldn’t resist, so I went to check it out.
It ended up being a really interesting talk with Yajuan Wang, Chief Marketing Officer at Xiaohongshu. I had to grab a headset to hear the English translation,
Xiaohongshu really focused on the importance of real people and user-generated content. It was eye-opening to hear how their approach to community-building and authenticity has fueled their growth. It showed how organic content is essential to building a loyal audience. Even without expecting much, I walked away with some insights.
Day 4
David Droga | Care’s Paradox. Fragile but Formidable.
This talk was easily one of my favorites, perhaps even the best one. David Droga, CEO of Accenture Song, was incredibly inspiring in the way he spoke. One project that really stuck with me was the Tap Project, where he branded tap water to raise donations and provide clean, safe water to communities. It showed how branding can actually drive real-world change, not just sell products.
I also loved the wacky and creative “Decoded” campaign he did for Jay-Z’s autobiography, where pages from the book were placed in unexpected locations like bus stops and swimming pools. These kinds of unique, ideas are what make people stop, get curious, and engage.
He gave such solid advice, like: if you think it’s the right thing, do it. He talked about how important it is to connect with people and said that if your idea is truly good, you can talk anyone into it. I also appreciated when he mentioned the Super Bowl ad he worked on—the bouncing QR code. Some people thought it was stupid, but he said, “I don’t need to be for everyone.” That really hit me. It’s a great reminder that you don’t need to please everyone, you just need to connect with the right audience.
“And above all care.” He shared how grateful he felt to be paid for his imagination, reminding the audience that he didn’t even go to college, yet worked his way up to building a billion-dollar company. Enough said. David Droga’s ability to see the world differently reminded me that the best ideas come from curiosity, honesty, and just the right amount of insanity.
Creatives in Action: Wieden+Kennedy Mexico, Droga5 Tokyo, FCB
I was really excited for this panel, and it ended up delivering some valuable advice. I heard from Masaya Asai, Chief Creative Officer of Droga5 Tokyo; Jessica Apellaniz, Chief Creative Officer of Wieden+Kennedy México; and Danilo Boer, Global Creative Partner of FCB.
Asai shared a powerful mindset: We’re not just selling stuff, we’re solving problems and trying to make the world better. He talked about their zero-gravity jacket project, a lightweight jacket that heats up using sunlight, keeping you warm without heavy layers. This kind of tech could help people in cold climates stay warm more easily, shifting how we think about clothing and comfort.
Boer also shared something that stuck with me: captions with intention, a feature that adds emotion and helpful context for the deaf community. I love this idea. It’s wild that it’s taken this long to implement something so simple, but I’m so glad it’s finally happening. I took ASL in high school. My teacher was deaf, so I became very sensitive to the important accessibility. Plus, as someone who loves and relies on captions, I’m especially excited about this feature.
Some of the advice that resonated most with me: be bold. You have nothing to lose, so challenge yourself and push boundaries. And, learn the craft. Understand different parts of the industry so you can communicate your ideas clearly and confidently.
Laughing at Doom: Using Humour to Talk about Illness/Hellscapes
Bill. Bill. Bill. Bill Nye the Science Guy. Not going to lie, I heard THE Bill Nye was speaking, and I had to go. It ended up being one of my favorite talks. I also really liked Fiona Cauley, a comedian who shared the stage with him. She brought up the importance of including humor when talking about serious topics. She made a lot of jokes about being in a wheelchair, and while some people might’ve felt uncomfortable, she used humor as a way to cope and connect.
The biggest takeaway for me was the idea that sometimes you need to “act a fool” to break the tension. Humor can disarm people, make them more open, and lead to conversations that might not happened otherwise. Laughter can be a powerful way to start real, meaningful dialogue.
Transforming Creativity and Unlocking Brand Agility with AI-Powered Video
I was interested in this talk because I wanted to hear perspectives on AI. I enjoyed listening to Sir Martin Sorrell, Executive Chairman of S4 Capital; Linda Sheng, General Manager of Global Business at MiniMax; and Tanzeen Syed, Managing Director and Head of Consumer Internet and Technology at General Atlantic.
They explored how new AI tools are making it possible to generate video content quickly and affordably. Sheng shared exciting examples from MiniMax, including one featuring Labubus, a very trendy toy.
This talk made me realize that embracing AI isn’t about replacing creativity, it’s about accelerating it. The brands that stay ahead will be the ones that adapt and use AI to their advantage.
Song Simplifies New realities. Creativity at the intersection of culture and technology
I was especially excited to hear from Nick Law, whose work I've long admired for its depth and innovation. One of the moments that really stood out to me was his analogy of a mousetrap, which he used to explain the power of human insight in advertising. He described a mousetrap as a "theory of the mind." You don’t just know that the mouse wants the cheese, you understand how the mouse feels, what motivates it, and how it might behave. That emotional and psychological insight is what makes the trap effective. In the same way, successful advertising isn't just about putting a product in front of someone. It's about deeply understanding what drives people, their desires, fears, needs, and emotions. Then you use those insight to craft messages that resonate.
Law also shared a powerful idea about creativity being a conversation. He emphasized that the best ideas often come from collaboration, especially with people you don't naturally understand or agree with. It’s seeing the world through someone else’s eyes, that is how new, ideas are born.
Day 5
Tour of the Basement
Throughout the week, I would go to the basement and explore the different award displays, the design room, and the award work gallery. I found it really inspiring to look at the best work and take time reading the campaigns. I especially liked finding the campaign posters from the award shows the night before and closely examining them.
We went to the work gallery as a class, and that’s when I discovered the design room. It’s a bit hidden, but definitely worth checking out. It’s amazing to see the products in tangible form. I was especially excited to see the Plastic Blood bottle. This campaign removed microplastics from 1,000 discarded blood bags and 3D printed household items to highlight microplastic health risks.
Later, I found out that Plastic Blood and two other campaigns by the agency DM9 had their awards taken back. It turned out that parts of their case videos were edited using AI to look like real news coverage, which is against Cannes Lions rules. Because of this, all three entries were withdrawn.
I could go on and on about all the amazing work I had the oppunitiy to see. Overall all the designs were creative and impactful. These weren’t just ads, they were stories and innovative solutions to real issues. The campaigns addressed everything from environmental issues to disability injustice, and they did it in ways that made people feel, stop, and think. It reminded me that the work we do in communications expands beyond selling products. It’s about shifting perspectives, starting conversations, and changing lives.
Being in communications is often misunderstood. People outside the field, especially those in more traditional areas like STEM, sometimes see it as “easy,” assuming it’s just about making things look pretty or writing clever taglines. But witnessing the level of strategy, insight, research, emotion, and originality that goes into these campaigns proves otherwise.
Can anyone come up with projects this impactful? Probably not. And that’s not to trash talk. It’s just a reminder that there are different types of intelligence. Creative intelligence is just as valuable as analytical or technical intelligence. STEM often starts with a foundation, a hypothesis, a formula, a body of research, but in communications, we often have to start from nothing. We dig deep to find insights, spark ideas, and build meaning where there wasn’t any before. That takes empathy, emotional depth, cultural awareness, and a certain bravery to imagine something new and bring it to life. I could go on, but I’ll stop here. Just know this: communications and business isn’t just coloring pages and coming up with cute ideas.
This experience reassured me that I’m in the right field. It reminded me why I chose this path in the first place. When creativity is used with intention and purpose, it becomes one of the most powerful tools. This industry can inform, uplift, provoke, and change minds. And I want to be part of that.
Going from Agency Flash in the Pan to Eternal Flame
Since it was the last day of the festival, the talks and events were starting to wind down. But I had been excited for this talk all week. I saw that Jeff Goodby, Co-Founder and Co-Chairman of Goodby Silverstein & Partners (GS&P), and Greg Hahn, Co-Founder and Chief Creative Officer of Mischief @ No Fixed Address, would be speaking, and after looking into their work, I realized they’ve been behind so many campaigns I’ve seen. That realization was kind of wild. This was one of the top talks I attended. I walked away with great insights, honest advice, and a whole new level of creative inspiration.
Also, not to judge a book by its cover… but I totally judged them based on their vibe. From the photos I Googled and what I saw on the Who’s Who test, I just had a feeling they’d be interesting and creative, and I was right.
For example, GS&P’s Lunchables’ “Built to Be Eaten” and the different Cheetos’ campaigns like “Flamin’ Hot Track” are ones I’ve come across many times. I love how a lot of their work takes household products and turns them into something playful and memorable. Mischief @ No Fixed Address has an equally brilliant approach. Honestly, just explore their website and it is out-of-this-world cool (there is a space theme). I love how they take serious topics and add just the right touch of humor to raise awareness in a bold, unapologetic, straightforward way. One campaign that stood out to me was Dame’s “Get Fucked by the Government on Your Own Terms.” In protest against anti-choice politicians who overturned Roe v. Wade, they partnered with the sex toy brand Dame to create a dildo in the shape of Mitch McConnell, one of the main figures in the reversal. Proceeds went to support access to women’s healthcare. That campaign was shocking, hilarious, and powerful all at once.
I ended up arriving late to the talk, but the Invisalign Wass looking out for me. I was standing near someone, and we started chatting about the heat and trying to find shade. Small talk, right? Turns out he was the Co-Founder behind Mischief @ No Fixed Address, and he was the one who pushed Hahn to start the agency. That moment reminded me that even the biggest names in the industry are just people too. He was genuinely a chill guy.
And then, craziest of all, after the talk, both Jeff Goodby and Greg Hahn came up to him… and I got to meet them. I also met Gian Carlo Lanfranco, a founder and Chief Creative Officer at L&C, who was named Campaign US Creative Person of the Year in 2023. I even talked to one of his partners, who practices law and is now exploring a transition into advertising. I was absolutely starstruck. Never in my life did I think I’d run into these top creative minds, let alone have a conversation with them.
But what this whole experience really taught me is that we’re all just people. Success doesn’t make anyone untouchable. Everyone starts somewhere, and what truly carries us forward are empathy, connection, and collaboration. During the talk, they emphasized the importance of relationships, how friendships and genuine human connections can lead to life-changing opportunities. You never know who you’ll meet, how a simple conversation can change you, or how someone’s belief in you could open new doors. So you should never discount anyone.
Some of the best advice I heard was to seize the day and look for problems to solve because there’s always something that needs fixing. You need to find the holes in the market and fill them. That kind of thinking also requires creating an environment that inspires you. Surrounding yourself with people who don’t think like you. You want collaborators who bring different strengths and ideas to the table. When that diversity comes together, it leads to work that’s original, powerful, and real.
Another key takeaway was fear and even jealousy are needed in this industry, and sometimes, they’re motivators. You can use them to push yourself to think bigger. And finally, one piece of advice that really stuck with me, work with clients who align with your vision. Because at the end of the day, your work defines you. What you choose to create and who you choose to create it with matters.
Creative Fighters: World War for Values
This was my last talk of the festival, and I’ll admit—I was disappointed there wasn’t a bigger crowd. It was one of the most powerful and important sessions I attended. Vato Kavtaradze and Salome Asatiani spoke about the current crisis in Georgia, where a pro-Russian government is trying to silence creative voices and build an Orwellian state. Journalists and creatives are being unlawfully detained simply for expressing themselves or challenging the system.
As someone who used to be a journalism major, this talk hit me especially hard. Even in my limited experience, I know how difficult it can be to get the story out the way you want, to push past fear of backlash. Hearing how people in Georgia are risking everything, even prison, just to report the truth or create meaningful work was heartbreaking, but also incredibly inspiring. They even mentioned their friend who was recently detained before coming on stage.
I also loved how they incorporated humor into their presentation, showing clever images to highlight absurd realities. It reminded me how powerful images can be when tackling heavy topics.
I just wish more people had been there to witness it. This was a talk that deserved a packed room. The things happening are unfair, frightening, and deeply urgent and yet, this session showed how creativity can still shine through even in the darkest times. It’s talks like these that remind us why we create in the first place: not just to entertain, but to inform and to stand up for what’s right.
Closing Party
At the end the week, we went to the closing party on Carlton Beach, and it was amazing! There were tasty snacks, fireworks, and a fun vibes. The music was more EDM, I wish there was some pop or early 2000s songs, but it was still a great time. I also recommend sticking with a partner or group during the party for safety. Look out for each other.
End of the Festival
And just like that, the festival came to an end. It felt like an absolute fever dream, I’m still trying to wrap my head around all the incredible advice and inspiration I got. This experience has left me motivated and ready to take on the next creative challenge and hopefully make positive change in the world.