What does it take to move a jury of creative veterans? The answer surprised even us: human emotion, creative envy—and a strategic, not superficial, use of AI.

Envious of the Work (and the Role of AI)

One unspoken rule in the jury room was this: If the work made us jealous, it was probably great.

When we debated the Grand Prix, one juror summed it up perfectly: “This one made me f***ing jealous.” That was it. We knew.

While we evaluated work on clarity and craft, another thread kept tugging at us: AI. We aligned quickly—AI is a tool. Nothing more, nothing less. The real measure was whether it served a powerful idea. The litmus test was simple—if you removed the AI from the work, did anything meaningful remain? If the answer was no, it didn’t make the shortlist. AI for AI’s sake didn’t move us. AI that advanced an idea, elevated emotion, or added dimension? That had our full attention.

The work that moved us—emotionally and intellectually—used technology in service of storytelling. Not the other way around.

Data is Everywhere: A Decade of Creative Discovery

When the Creative Data category launched in 2015, some thought it was an oxymoron. One story from Cannes’ chairman stuck with me: someone once crossed out “data” on the jury room sign and wrote “impossible.”

Fast-forward ten years, and data is everywhere and essential.

This year, we judged work using data from forests, oceans, animals, forgotten furniture, even dry urine. Each dataset became a creative springboard. Each piece proved that data isn’t a constraint. It’s a catalyst.

This year’s work proves it: data is no longer a constraint—it’s a creative catalyst.

In the hands of the right minds, data doesn’t just explain the world. It reimagines it. And it gives us new ways to connect, to solve, to create.

Final Thoughts

Cannes 2025 reminded me of something vital: that when we combine data, emotion, and bold thinking, we don’t just make great campaigns. We make change.

What was once “impossible” is now indispensable.

And I, for one, am grateful to have had a front-row seat to it.