Cannes Lions 30 Under 30: A Week of Growth, Grit, and Global Connections

The Surreal Acceptance

Getting accepted into the Cannes Lions 30 Under 30 Creative Academy still feels bloody surreal. The opportunity to dive into intensive workshops alongside global leaders—CEOs, CCOs, artists, directors, and creative powerhouses from around the world—was beyond anything I'd imagined.

This was a massive deal for me. I'd never chucked my own money at personal professional development, especially as a freelancer. But I decided I was worth the investment. What got me most excited wasn't just the workshops—it was the prospect of sitting with people who truly get it. People who understand what it's like to create something from nothing and put it out into the world.

The Complex Reality

Cannes pulses with undeniable energy and talent, but it also revealed some uncomfortable truths about our industry. Despite the inclusive messaging, there's an elitist undertone that permeates heaps of spaces. Every activation requires registration with no guarantee of entry. Access often depends on who you know.

In a year of widespread layoffs, watching global brands pour enormous budgets into week-long activations felt disconnected from reality. The abundant giveaways—tote bags, stanley cups, expensive samples—created a strange juxtaposition between celebrating creativity and wasteful consumption.

As someone experiencing the freelance struggle firsthand, I questioned whether these massive expenditures truly serve creativity or corporate posturing. The barriers to entry seem to exclude many innovative voices who could bring fresh perspectives to our industry.

The Privilege and the Problem

Don't get me wrong—I had incredible opportunities to learn from some of the most talented people across the globe. But I paid for every moment, and that reality cast a shadow over the experience. The festival's pay-to-play nature means recognition often correlates with financial resources rather than creative merit. How many game-changing ideas never made it to Cannes simply because their creators couldn't afford it? We're potentially missing revolutionary ideas because we've created a system that prioritises financial access over creative excellence.

The Takeaways

Despite my critiques, the Creative Academy delivered profound insights that will shape my creative journey. The speakers emphasised embracing uniqueness—human creativity remains irreplaceable in an AI-dominated world. Imposter syndrome hits everyone, even industry legends. The antidote is developing courage to push through, knowing belonging isn't about perfection but persistence.

Key lessons: Be fearless in creativity. Choose passion over perfection. See rejection as valuable feedback. Resist jumping straight into pitch decks. Most importantly, stay authentically you—that's where real magic happens.

The Unexpected Gift

While I arrived with mixed expectations, I left with something invaluable: 29 new friendships with insanely talented creatives from around the globe. The 30 Under 30 cohort became my anchor—people who understood my struggles and brought diverse perspectives from their corners of the creative world. These genuine connections represent the real return on my investment.

A Call for Change

My first Cannes experience was simultaneously inspiring and eye-opening. The industry needs more accessible pathways for emerging talent and systems that recognise creative excellence regardless of financial resources.

To the executives reading this: you have the power to change the narrative. The young creatives struggling today will shape tomorrow's industry. By creating inclusive opportunities and genuine pathways for advancement, you're investing in creativity's future.

Looking Forward

I'm returning with a clearer sense of purpose, a global network of collaborators, and determination to help create the changes I want to see. The magic wasn't in the glamour—it was in late-night conversations with fellow creatives who share the same dreams and determination.

Big thanks to Dean Alan Kelly and tutor Brittany Dunaeff for looking after us during the week.

The real work starts now. 👏