From my very first step onto the Croisette this year, the general attitude of the Cannes Lions International Festival of Creativity was incredibly productive. Attendees were clearly looking to connect–they were easy to engage and many were quick to commiserate (versus posture) about the industry-wide changes and challenges over the past few years. No venue, from cocktail hours to main stage presentations to late-night haunts, had vibes of cynicism or dread. And I found this to be pleasantly surprising.
I also expected more spirited debate and contention amongst our ranks about the ever-ubiquitous subject of AI, but almost everyone seemed to be aligned towards a positive future shared between human talent and machine learning, and in many cases, including a Terminator-themed beach party, there was a playful irreverence towards the doomsday narratives.
As I said, there was a real air of camaraderie, everyone felt approachable and supportive, even while dressed to the nines and holding court in posh venues. We’re not totally out of the woods yet, but there seems to be solidarity and respect for one another as survivors and thrivers in truly existential moments for many of us over the past few years. That was inspiring to see. Even former advertising naysayers like Elon Musk made an appearance, extending a hand (or at least a nod) to the industry he had choice words about last year!
I made the most of my trip, cramming my schedule full with talks, brunches, sports beaches, and saw the sun come up after a night out at least twice. Now I’ve suffered the same fate as a few of my other colleagues: I came down with a nasty cold immediately after touching down in NYC. Still, and especially after hearing reports from past years when I was unable to attend, I’m left inspired by the high-energy atmosphere and overarching zeal for the future all the attendees shared. Even after decades in this business through lots of ups and downs, everything seems new, everything seems possible again, and I cannot wait to attack the day. Well, right after I get over this cold.
Han West is EVP of production/executive producer at Washington Square Films
