Looking back on the week, there were a few themes that appeared in almost every talk I attended. Storytelling was by far the biggest one, especially the importance of telling authentic stories that people genuinely connect with. There were also countless conversations about Gen Z, culture, entertainment, and, of course, AI. Even though every speaker came from a different company or industry, many of them arrived at remarkably similar conclusions.

Overall, I absolutely loved Cannes Lions.

At the beginning of the week, the class did the who’s who test with about 40 people on it. Looking back, I can confidently say I met almost everyone on that list. I think that came down to three things: I took the time to remember people's faces beforehand, I wasn't afraid to walk up to someone and introduce myself, and most importantly, I made a conscious effort to keep my phone in my pocket and stay present.

That last lesson ended up defining my entire experience.

By the final day, I had stopped trying to follow my schedule so rigidly. At the beginning of the week, I wanted to make it to every session on time and maximize every minute. But eventually I realized that some of the most meaningful moments weren't on my calendar at all.

They happened while waiting in line, grabbing a drink, wandering between beach houses, or walking into a talk simply because it looked interesting.

Once I let go of the pressure to optimize every second, I found myself enjoying the experience so much more. I was still intentional about the sessions I attended, but I also left room for spontaneity, and those unplanned moments became some of the most memorable parts of the week.

What I Would Tell Anyone Going to Cannes Lions:

1. Focus on People, Not Networking

The biggest misconception I had going into Cannes was that networking meant collecting as many LinkedIn connections as possible.

In reality, the best conversations happened when I completely forgot about networking.

Get to know people for who they are, not just where they work. Ask questions because you're genuinely curious, not because you're trying to impress them. Have conversations, not interviews.

Ironically, those are the interactions that people actually remember.

2. Stay Present

This might be the single best piece of advice I can give.

Put your phone away.

Look around.

Smile.

Take everything in.

Almost every memorable moment I had happened because I was paying attention. I noticed speakers I never expected to see, recognized people I'd hoped to meet, and started conversations simply because I wasn't staring at a screen.

You never know who—or what—the next five minutes will bring.

3. Leave Room for SPONTANEITY

Go into each day with a plan, but don't become attached to it.

Some of my favorite talks weren't originally on my schedule. Some of my favorite conversations happened while waiting in line. Some of the people I most wanted to meet appeared completely by chance.

The festival rewards curiosity. If something catches your attention, follow it.

4. Don't Chase Every Opportunity

There will always be events you can't get into.

There will be parties that are invitation-only, rooftops with long lines, and experiences reserved for VIP guests. At first that can feel frustrating, but don't let it take away from everything you do have access to.

One thought that kept me grounded was this: the places I couldn't get into this year might be the places I'll be invited to one day.

Instead of focusing on closed doors, enjoy the incredible opportunities already in front of you.

5. Bring Good Energy

The festival can be exhausting. It's hot, you're walking all day, and by the end of the week everyone is tired.

Be the person who smiles first.

Bring positive energy into conversations, even when you're running low yourself.

People remember how you made them feel far more than what you said.

6. Don't Compare Your Experience

Everyone experiences Cannes differently.

Someone else's day might be filled with celebrity sightings while yours is full of conversations with creative directors. Someone might attend ten talks while you spend two hours talking to one fascinating person.

Neither experience is better.

Take each day as it comes and trust that the right experiences will find you.

Choosing Talks

One thing I learned throughout the week was that the company hosting the talk isn't the only thing that matters.

Pay attention to who is actually speaking.

Personally, I found myself getting much more out of conversations with creative directors, executive creative directors, writers, designers, and producers than talks focused primarily on business strategy. That's simply because those sessions aligned more closely with the career I'm hoping to build.

That doesn't mean strategy talks aren't valuable, but I found the creative speakers gave advice that felt immediately applicable to my own work.

I also realized that the venue makes a difference.

The FORUM stage became one of my favorites because of how intimate it felt. The presentations were easier to follow, the audience felt more engaged, and it created a much more conversational atmosphere.

On the other hand, I found the ROTUNDE stage difficult to enjoy. It was often extremely crowded, making it hard to see and fully engage with the speakers. The one exception for me was Fernando Machado's presentation, which was compelling enough to completely hold the audience's attention despite the venue.

Practical Tips

Comfort matters more than style. Surprisingly, Canne is not a fashion show, everyone is dressed comfotably.

Wear comfortable shoes because you'll walk much farther than you expect.

Pack sunscreen, sunglasses, a hat, and lightweight clothing. The heat can be intense, and breathable outfits made a huge difference for me.

Try to pack as lightly as possible. You'll collect tote bags, notebooks, water bottles, and all kinds of giveaways throughout the day, so your bag gets heavy surprisingly fast.

As for the endless free food and drinks, enjoy them. Personally, I chose not to drink alcohol during the day because it was so hot, and I wanted to stay energized and clear-headed for every conversation and opportunity.

One Final Thought

Before attending Cannes, people kept telling me, "You won't really understand it until you're there."

I remember finding that advice frustrating because it felt so vague.

Now I understand exactly what they meant.

Cannes Lions isn't just about listening to incredible speakers or seeing famous people. It's about the conversations that happen in between. It's about following your curiosity. It's about staying present long enough for unexpected opportunities to find you.

The biggest lesson I took home wasn't about advertising at all.

It was that the best experiences usually aren't the ones you plan.

They're the ones you're open enough to notice.

It was one of the most inspiring weeks of my life, and I already can't wait to go back.