Author: Emily Dolber, Sr. Brand Marketing Director
When our CEO Deb Lemon and Chief Growth Officer Sandra Enriquez returned from Cannes Lions International Festival of Creativity last month, I sat down with them for a candid Q&A. We talked about the trends that stood out, the activations that inspired, and what it all means for the future of brand experiences. From the rise of AI-powered personalization to the sensory design boom, their reflections reveal how creativity is evolving—and how OBE is poised to lead the way.
1. What was the biggest creative trend or theme you saw at Cannes this year?
Deb: Experiential was everywhere but what really stood out was how AI became the connective tissue. It wasn’t just a conversation starter it was deeply embedded in activations, storytelling, and creative problem solving.
Sandra: The biggest creative trend I saw at Cannes Lions this year was the evolution of brand experiences. Bigger, more intentional, and deeply immersive. What stood out most was how AI is no longer just a buzzword or backend tool; it's now seamlessly infused into live activations and storytelling. But what really anchored everything was the focus on sensory design. Whether it was spatial audio, scent, or tactile interactivity, the best work used AI to enhance, not replace the human experience.
2. What brand activation really stopped you in your tracks—and why?
Deb: Pinterest was a standout—having tattoo artists onsite was unexpected and invited people to engage with creativity in a bold, permanent way. Amazon Port also impressed, showing the power of scale when it’s backed by intention.
Sandra: Pinterest Manifestival absolutely knocked it out of the park. Their activation was a masterclass in inclusive, sensory-led experience design. From the bold use of color to the thoughtfully curated zones, every space felt like it had a purpose and a personality. It wasn’t just a branded moment—it was a choose-your-own-adventure playground for creativity. I really appreciated how they made space for everyone—whether you were there to chill, create, connect, or just be inspired. It felt joyful, deeply intentional, and completely aligned with the spirit of the platform. For me, it was a powerful reminder that the best brand experiences aren’t built for content—they’re built for people.
Image sources: Pinterest and Amazon (respectively)
3. How would you describe the overall mood or energy among marketers and creatives this year—was it optimistic, experimental, cautious?
Deb: Optimistic. There was a real sense of momentum. People weren’t just inspired—they were ready to make things happen. You could feel the energy in the conversations, in the work, and in the way people were connecting across disciplines.
Sandra: Optimistic, energized, and wide open to what’s next. There was this shared belief that creativity is evolving—and that we all have a role in shaping what that looks like. It wasn’t cautious or safe—it was bold, curious, and collaborative.
4. What conversations did you have that opened your eyes to new opportunities for OBE?
Deb: What surprised and excited me most were the conversations sparked by our presence as a collective. Cannes Lions offered a powerful moment for us—myself, Allison Statter of Blended Strategy Group, and Alvin Stafford of Think True—to show up together and begin planting the seeds of something bigger. The level of interest—from clients and partners alike—reinforced that what we’re building has weight. It’s not just about forming a group—it’s about creating a more collaborative, culturally fluent way of thinking about brand building. And ultimately, it’s about delivering deeper value to our clients through the strength of diverse perspectives and united expertise. We’ll have more to share on this soon, but let’s just say… Cannes was a pretty great soft launch.
Sandra: What we heard again and again was this: experiential isn’t just part of the brand—it is the brand. It affirmed what we’ve believed and practiced at OBE for years: that experiences are the narrative, not just the supporting act. We’ve long been leading in strategic brand storytelling through real-world connection—and now the industry is catching up. The conversation at Cannes made it clear: it’s time to go even bigger. That means leaning even further into our strengths as architects of emotion and culture, and continuing to push the boundaries of how brands connect with people in meaningful, memorable ways.
Pictured below: (1) Deb and Sandra with our Think True partners who were onsite activating at Sport Beach (left to right: Deb Lemon, Librada Cruz, Sandra Enriquez, Syreeta Stafford, Ashley Lyles); (2) Allison Statter, CEO of partner agency, Blended Strategy Group with Deb Lemon, CEO of OBE; (3) Members of our sister agency, Think True onsite activating at Sport Beach
5. Were there any panels or talks that reshaped how you think about creativity or leadership?
Deb: At the Adweek House, I sat in on a live taping of the PIVOT podcast with Professor Scott Galloway. What struck me was how seamlessly he used data to sharpen his storytelling—not just to inform strategy, but to persuade, provoke, and build belief. At OBE, data already drives our strategic thinking and creative development. What I’m thinking more about now is how we bring that data forward. How we use it more visibly to frame our ideas, strengthen our narratives, and earn even greater confidence from clients and partners.
Sandra: The ‘EQ of AI: Unblocking Creativity’ panel at Microsoft Beach House was a standout. It reminded me that bold experiences start with bold leadership—leadership that makes space for risk, curiosity, and true collaboration. It reinforced that at OBE, our role isn’t just to create memorable moments, but to build a culture where ideas can come from anywhere or anyone and thrive.
6. What surprised you the most this year at Cannes?
Deb: Honestly? I was surprised by how many people I already knew—clients, collaborators, friends of OBE. I kept thinking, “Why hadn’t we gone before now?” It felt overdue. Being there just reinforced that OBE is showing up in the right places, with the right people, at the right moment.
Sandra: The heat! It was next level. But the energy didn’t fade. If anything, it brought people together in unexpected ways. The conversations, the creativity, the connections we powered through. Nothing could stop the momentum.
Images below: (1) Sandra and Deb with beauty mogul Patrick Ta—one of OBE’s partners at SEPHORiA 2023 (and yes, his glow is as iconic in person as his makeup line); (2) Deb catching up with Fabiola Torres, Global CMO at GAP—and fun fact: they once tackled big campaigns together during their Nike days; (3) Deb with Phil Cook, CMO of the WNBA—another Nike alum connection proving the world of brand building is a small (and powerful) circle.
7. What’s one thing you saw that every CMO should be paying attention to right now?
Deb: Brands should be paying close attention to how creators, talent, and influencers are becoming the new media channels. Traditional media still matters, but it’s no longer the center of the universe. The smartest campaigns are being built around people—those who already have trust, community, and creative influence. It’s not just a trend—it’s a shift in how brands earn attention.
Sandra: Every CMO should be watching how AI is being used to deepen human connection. The smartest brands aren’t using it for flash; they’re using it to personalize, adapt, and make experiences feel more meaningful.
8. Cannes now attracts a big mix of creators, marketers, and technologists—how did that diversity of voices shape the event?
Deb: There’s definitely a tiered experience at Cannes—let’s be honest. The most exclusive invites often go to the people with the deepest connections or the biggest talent in tow. But that dynamic also says a lot about how influence works today—and who’s shaping the conversation. It made me think about access differently, and how important it is to create space for new voices in these rooms.
Sandra: The mix of creators, marketers, technologists, and storytellers really elevated the event. It brought fresh perspectives that challenged the way we think about experience design. It wasn’t just about exclusivity—it was about expansion. The diversity of voices pushed us to rethink what experiential can be, who it's for, and how we design with intention for a broader, more connected audience.
9. If you had to summarize the most valuable lesson or inspiration you’re bringing back to the team, what would it be?
Deb: What hit me at Cannes was how important it is for OBE to fully own the scale we already operate at. We’ve been executing globally for years—and with the opening of our London office early last year, our footprint is only growing. But being at Cannes made something clear: we’re not just delivering global work, we’re ready to lead on the global stage. That mindset shift—showing up louder, more visibly, and with the confidence of a company that belongs in every one of these conversations—that’s what I’m bringing back to the team.
Sandra: The key lesson I’m bringing back is the value of embracing risk and challenging the “this is how we do it” mindset. True experiential work happens when leadership makes space for bold, unconventional thinking—and when experimentation is part of the culture, not the exception. At OBE, that means continuing to push boundaries, break patterns, and create an environment where daring ideas can take root and redefine what experience looks and feels like.
10. What do you think Cannes 2026 will look like? Any bets?
Deb: I think we’ll see even more brands leaning all the way into experience as their lead story. The tech will keep evolving, sure—but what will matter most is how creatively and confidently brands show up in the real world.
Sandra: Cannes 2026? I expect even more innovation that blends technology with real human connection. AI and sensory experiences will continue to evolve in exciting, unexpected ways—shaping how we tell stories, design environments, and spark emotion. If you’re going, I’d love to catch up, swap ideas, or just connect.
After Talking with Deb and Sandra, Here’s What Stuck with Me
Spending time with Deb and Sandra after Cannes made one thing clear: the future of marketing is exciting and it isn’t just about AI. The real opportunity lies in designing brand experiences that prioritize human connection, spark emotion, and engage the senses.
Their reflections were a powerful reminder that OBE isn’t just keeping up with where the industry is headed—we’re helping lead it, one experience at a time. Together with our partners and clients.
Cannes(n’t) wait to see what next year brings!
What's Cannes Lions?
Each June, the global creative community descends on the French Riviera for Cannes Lions, officially Cannes Lions International Festival of Creativity, a celebration of the boldest ideas and brightest minds in brand storytelling, technology, and culture.
"Held annually in the Palais des Festivals et des Congrès in Cannes, France, the Cannes Lions International Festival of Creativity is home to the world's most prestigious advertising awards. Celebrating creativity, effectiveness and innovation in the global advertising, marketing and communication industries – it's where creatives and marketers from around the world come together to celebrate history in the making." - Cannes Lions