By Josh Tierney, SVP, Head of Strategy, BMF
Cannes Lions is a paradox. Anyone who’s built a career at the intersection of business and creativity, creating work for global brands and leading creative strategy for household names, understands the demands of the market, the pull of visibility, the pressure to perform. But even the most commercial experiences can—and should—be imaginative, inspired, and grounded in artistry.
At Cannes Lions 2025, that truth often felt absent. The event bills itself as the world’s foremost gathering of creative professionals, yet much of it resembles a trade show. Think CES with a view of the Mediterranean and better architecture. Tech platforms dominate the beach. Panels overflow with buzzwords. Brand-speak about ‘authenticity’ and ‘purpose’ echoed across a Riviera Disney-fied for marketers.
Nothing captured this dissonance better than a panel titled, “Luxury, Reimagined” at a tech brand’s beach house. Discussing exclusivity and heritage against this backdrop felt almost satirical. The session, in a logo-plastered white pavilion, was steps away from where film icons walk the red carpet each May. The irony is not lost. Here we were, talking about the soul of luxury and how AI can help––with all the intimacy of a sponsored keynote.
It made all of us wonder: in all our talk of storytelling, have we collectively forgotten to tell actual stories? Have we mistaken polish for purpose?
