3 Cannes Game-Changers to Energize Your Design Team

Written by Jay Schacher

Watching video footage of the Cannes Lions International Festival of Creativity is impressive; however, being there feels like stepping into a docudrama. For some, the event is memorable for the big parties, new friends, impressive works, acclaimed presenters, and industry heroes. For me, the highlight was when festival host, Juan Señor , sprinted across the stage each evening, instantly electrifying the crowd and igniting the awards ceremonies celebrating the world’s best creative work. 

It's rare to qualify, let alone be in a position to win, and it became clear to me that 2024 should be referred to as the year of iteration.

The design landscape has undergone a seismic shift due to generative AI and collaborative tools. These advancements have enabled designers to push boundaries and innovate with unprecedented speed and precision, fundamentally changing the craft. We saw this message of iteration come through in the subtext of the brilliant opening ceremony video (watch it below). The crowd felt the story; we live this every day as creatives.

As I watched (and sat in awe of) the winning work each night, it became clear that stand-outs were the result of orchestrating the right collaborators and teamwork. Here are a few of my faves that bring to life the essence of good design:

”Mullenlowe Rebrand” solved their brand identity problem by creating a unified, adaptable visual identity centered around the iconic octopus symbol, reflecting the agency's diversity and talent. They successfully implemented it globally, fostering pride and belonging, while distinguishing themselves from competitors and winning a Gold Lion.

“Sightwalks” created a wayfinding language on sidewalks for the visually impaired, designing a new tactile signage system using patterns on cement to indicate various types of services and businesses. This innovation allowed visually impaired individuals to navigate urban environments independently, enhancing their autonomy, and ultimately won a Grand Prix Cannes Lions for its inclusive design approach.

“Samsung Impulse” developed an innovative digital speech therapy application for the Galaxy Watch, using a simplified interface and universally understandable icons to offer accessible, on-the-go treatment for speech disorders. This app, which enhances autonomy and provides discreet support through intuitive gestures and customizable profiles, won a Gold Lion for its groundbreaking design and positive impact.

Bravo, creatives!

With a full tank of design fuel from the Cannes Lions Festival, here are my three key takeaways on strategic design cycles that drive a winning narrative. These insights will be top priorities for my team to enhance our design strategy, foster collaboration, and push the boundaries of what’s possible in our work.

1. Optimizing the Optimized

Design tools have seamlessly integrated generative AI, allowing us to create refined variations based on initial inputs, enabling rapid selection, improvements, and iterations.

These advancements have lightened the load by reducing tasks that once took hours to mere minutes. Photoshop, Illustrator, and Figma have integrated AI features that automate tasks like background removal and color correction—freeing up designers’ time to dive into more complex and high-value projects.

The speed and efficiency gains are staggering, but it raises a new question: Is it good enough? Are we showcasing our true potential or sacrificing quality by racing to the finish line?

2. Iterating Intelligently

With current platforms and tools, designers are fast-tracking through decades of design evolution, making iteration quicker and more meaningful. We now have the time to refine our creative concepts with greater precision.

Fueling the crowd with energy, Juan Señor’s signature run onto the stage epitomizes how our industry is on the verge of something great. It encourages us to push boundaries and strive for the impossible, to take concepts further, and to push past creative blockages.

Breaking the mould requires a fearless approach to learning new technology that can support our commitment to continuous improvement. We’ll all need open minds, time to explore, and pressure-test variations. Optimization through AI has made creation easier, but standing out has never been more challenging.

3. Embracing the Impossible

Design leaders must pivot the conversation toward embracing the impossible.

There’s no room for "can’t." A consolidated and collaborative team effort will be expected to be at the top. AI's impact on design can redefine what’s achievable and allow us to go bigger. Designers can venture into uncharted territories and iterate until we find the sweet spot. Leaders must inspire their teams to create groundbreaking and provocative outputs that measure beyond the baseline and push the limits of the craft.

The true power of modern design allows us to better balance provocative and functional design. We’ll need both form and function because there is no reason it can’t be done.

So, What’s Next?

We stand at a crossroads where the efficiency of AI-driven tools must be balanced with the timeless pursuit of quality and innovation. Let’s keep our eyes open, make time to explore, and let our iterations become unique innovations that blend the provocative and the functional.

Jay Schacher is a highly accomplished VP, director of design, with two decades of agency experience in consumer and healthcare marketing. Currently, he spearheads Klick Brands at Klick Health, crafting identities for emerging healthcare brands and designing cutting-edge digital-product initiatives. Known for bringing a fresh perspective to large-scale pharmaceutical and life sciences initiatives, Jay merges strategic thinking, industry insights, and a user-centric approach to create enduring brand identities. Before focusing on healthcare, he worked with renowned brands such as Nike, Mercedes-Benz, and SiriusXM, consistently exceeding expectations and delivering exceptional results.