See It Be It: What Happened Next
Cannes Lions’ See It Be It scheme has garnered a reputation for supporting women, trans-identifying and non-binary people by opening access to the festival that serves as a global lynchpin in the industry calendar. So, six months after See It Be It welcomed another inspirational cohort of female creatives to the Croisette, what impact has it had on participants’ careers and mindsets?
We caught up with Kopal Naithani, Joy Richu, Jessica Stahl, Stephanie Rumierk Briceño and Pulp (Nonthaporn) Ketmanee to find out what the experience was really like and what happened next. And if you’re inspired to follow in their footsteps, you can find out more about applying for 2025 here.
Kopal Naithani
Founder and director, Superfly Films, India
LBB> What was your biggest professional take away from See It Be It 2024?
Kopal> I walked into SIBI not knowing what to expect but it went on to become one of the most transformative and precious experiences of my life. The programme’s holistic approach by addressing not just creative skills but also the financial and emotional aspects of navigating our professional journeys, made a huge impression on me. I attended SIBI at a time when I had been working non-stop and was beginning to feel the pressure. One of the sessions dealt with burnout and made me re-think my approach to work. These unique sessions left me with a sense of personal development that encouraged me to think about long-term goals and strategies as a female filmmaker rather than just immediate challenges.
LBB> What impact did the programme have on you personally?
Kopal> Being a director can be a very lonely journey in the industry and I always felt a lack of community and female mentorship. What deeply impacted me in SIBI was seeing the solidarity between women, especially how they supported each other creating a sense of community. Witnessing women champion each other, listening to their journeys and being able to share mine was incredibly empowering and inspiring. This supportive environment motivated me and gave me the courage to bring this spirit of solidarity into my own professional journey back home.
LBB> How have you put your learnings from See It Be It into practice?
Kopal> SIBI made me re-examine my own narratives of self-worth and how I show up in the world. This introspection brought a powerful shift, boosting my confidence not just for myself but also in creating a vision for others. The courage and drive to truly be the change I wanted to see inspired me to create a space for women ad directors in India—a community I once wished I’d had in my earlier days. This initiative aims to create visibility for women directors in the industry, whilst creating a support system and bridging the gap between the senior and the younger directors in the industry.
LBB> Since we last spoke to you ahead of See It Be It, what have you been up to professionally and creatively?
Kopal> I was a part of an advertising directors’ roundtable featuring some of the country’s top directors, where I was one of the two women present. I used this platform to speak about women’s issues in the industry, be it motherhood or the importance of fostering female technicians, amongst others. Creatively, I've been focused on projects which take the discourse of progressive womanhood further. My latest work for Tanishq Rivaah explores equality in modern marriages, which felt incredibly rewarding. I’m more charged than ever to take on female-first stories. Aside from that, a huge personal and professional milestone has been setting up India’s first-ever collective for women ad filmmakers—creating a space just for us to connect, support, and grow.
[Check out coverage on the collective here.]
LBB> Looking forward to 2025, what are your ambitions and plans for the year ahead?
Kopal> Being a one-of-a-kind collective in the country, I want to ensure the growth of this collective in a wholesome manner. This sense of community is transformative and paves the way for more than just a network but a constant support system. In an industry that can be highly competitive and often isolating, particularly for women, the collective offers a space for connection, collaboration, and growth. I am also confident it will uplift and encourage the younger women entering the field.
Apart from the collective, a more personal objective for the year is to break new ground by exploring projects in genres outside my usual scope, challenging myself to grow in new directions. Often, advertising directors are slotted into categories, and it becomes a challenge to break out of them.
LBB> What advice would you have for anyone thinking of applying to See It Be It 2025?
Kopal> Say it as it is. Don’t worry about what you sound like, but focus on what you feel like. Ask yourself why is this important for you at this stage in life and set a vision for it afterwards. Talk about your passions, your ambitions and your journey in the most raw and authentic manner and allow people to see the ‘real’ you. This programme values authenticity, so let your genuine self shine through.
Joy Richu
Storytelling illustrator, freelance, Kenya
LBB> What was your biggest professional take away from See It Be It 2024?
Joy> One moment that truly stood out was during the Glass jury room session, where we got to meet a selection of incredible industry leaders. It had been a packed morning, and I chose a seat near the door at the far end of the room. During the Q&A, I raised my hand, but others in the cohort were quicker to ask their questions. I was perfectly okay with not getting a turn, but as the session was wrapping up, one of the jury members made a point to call on me, ensuring I had the chance to speak. That simple gesture meant so much—it showed me the power of truly seeing and noticing others, especially as a leader. It was a reminder that making space for someone else, even in small ways, can have lasting ripple effects.
LBB> What impact did the programme have on you personally?
Joy> Being part of See It Be It surrounded me with a remarkable group of female creative leaders from around the world, giving me a profound sense of belonging. I often work independently with diverse teams, so finding others who share the same drive and challenges was both grounding and inspiring—like discovering a consistent creative family who truly understands. Sharing our experiences, not just during the event but as we’ve stayed connected, has been a powerful reminder that I’m not alone. It’s given me the confidence to express myself more authentically, both in my work and in how I show up each day. Knowing there’s a community that sees and supports me has been freeing, allowing me to be fully and unapologetically myself.
LBB> How have you put your learnings from See It Be It into practice?
Joy> The programme gave me the confidence to fully embrace my unique perspective, allowing it to shine through in my projects more boldly than before. It pushed me to trust my instincts and be unapologetic in my creative decisions, which has transformed how I approach my work. Now, I lean into my authentic voice without hesitation, whether collaborating with clients or creating personal pieces. This shift not only makes my work more fulfilling but also ensures that my clients receive something truly unique in the market. By staying aware of the distinct perspective I bring to the table, I’m able to deliver creative solutions that are original, memorable, and deepen the connection with those who resonate with my work.
LBB> Since we last spoke to you ahead of See It Be It, what have you been up to professionally and creatively?
Joy> It’s been a busy and fulfilling time since See It Be It. I collaborated with Porsche North America on a project that let me dive into the intersection of art and technology, bringing their vision of modern luxury to life. I also had the chance to speak at the 10th anniversary of the Design Matters conference in Copenhagen, where I shared my thoughts on capturing cultural essence in design.
I worked with MO Magazine, based in Belgium, to design a cover focused on peace-building while staying true to my style. Most recently, I teamed up with Soapbox in the UK on a project about youth resilience in Africa, which pushed me to explore new ways of storytelling and experiment with different techniques.
Each of these projects has helped me deepen my creative process and bring my unique perspective to the table.
LBB> Looking forward to 2025, what are your ambitions and plans for the year ahead?
Joy> In 2025, I’m eager to explore new storytelling formats and experiment with techniques that push my creative boundaries. I’m especially excited about collaborating with brands that align with my values, focusing on cultural inclusivity and authentic expression. I’m also looking forward to expanding my global impact through speaking engagements, exhibitions, and continued collaborations with international clients. Additionally, I’m excited to share my learnings through educational content online, providing insights to inspire and uplift the creative community. At the same time, I’m committed to prioritising personal well-being by carving out intentional space for rest and reflection. I believe this balance is vital for sustaining creativity, and I’m excited for the new opportunities and growth this next chapter will bring.
LBB> What advice would you have for anyone thinking of applying to See It Be It 2025?
Joy> Apply, apply, apply! If you’re even considering it, that’s already a sign you’re ready to take
that step. See It Be It is an incredible opportunity to connect with brilliant creative leaders from around the world, share your experiences, and grow in ways you can’t yet imagine. It’s not just about the knowledge you’ll gain, but about finding a community that truly gets you. Don’t second-guess yourself—just go for it, show up authentically, and be open to everything the experience has to offer. Trust me, you won’t regret it.
Jessica Stahl
Taboo-breaking creative director, Jessica Stahl Studio, and founder/cartoonist, Vanillacooldance, the Netherlands
LBB> What was your biggest professional take away from See It Be It 2024?
Jessica> A major takeaway from my experience was that our industry still has a long way to go in embodying empowerment and diversity. The amazing values of the See It Be It programme were unfortunately not the reality reflected on the Cannes Lions stage...a stark contrast that was impossible to miss.
But my time in the SIBI programme fired me up and fueled my passion to create the change we want to see. Because change is possible. I saw this firsthand when we got to meet the Glass Jury—a wonderful example of inclusion with LGBTQ+, trans, and disability representation, along with a mom and her newborn.
Leaving the programme, I’m more driven than ever to advocate for such representation across our industry. AND to ask for more money along the way 😉
LBB> What impact did the programme have on you personally?
Jessica> Before SIBI, I was still figuring out where I fit in adland. My recent shift from a traditional creative director role to focusing on taboo topics – and spending much of last year working on my cartoon, Vanillacooldance – left me wondering how to leverage my niche in the industry. Meeting my SIBI mentors – Amy Kunrojpanya, Laura Visco, Gabriele Schmitt, and Josefina Casellas, gave me so much clarity. They helped me realise that I can own my niche and that my voice, perspective and experience are a great match for brands and agencies tackling taboo topics or sparking conversations about the unspoken. This encouragement gave me the confidence to pursue my vision, and I'm excited to see it paying off!
The programme also reminded me how much I love public speaking. It was incredible to share my mission on the Terrace stage alongside my SIBIling Pulp, discussing what it means to be a changemaker with the iconic Madonna Badger as our moderator.
LBB> How have you put your learnings from See It Be It into practice?
Jessica> I left SIBI inspired to promote allyship and solution-driven activism in DEI initiatives. To put this into practice, I recently launched a Vanillacooldance project on LinkedIn to encourage an open, inclusive dialogue – of course, with a dash of sass!
I’m also feeling way more confident about negotiating, thanks to a fantastic session with Larissa Zucatelli and Laura Florence from MORE GIRLS.
But it's my cohort that has made the biggest impact on my journey. In an industry lacking strong female creative role models, I found 18 incredible women who are my cheerleaders, advisors, and advocates. We came to the programme vulnerable and open, sharing our stories and realising that despite our diverse backgrounds, we share many similarities. Most importantly, we discovered the power of lifting each other up; they’re always ready to jump on a call at a moment’s notice to practise interviews, presentations, and pitches or share insights.
LBB> Since we last spoke to you ahead of See It Be It, what have you been up to professionally and creatively?
Jessica> I’ve been busy! Right after Cannes, I had the honour of partnering with one of the oldest LGBTQIA+ organisations to create a powerful Pride Boat concept for the Amsterdam Canal Parade – a dream project! I was named Sex & Relationships Creator of the Year at the bCreator Awards and launched a campaign for my platform, SHAMELESS by Vanillacooldance, a space for unfiltered conversations on all things taboo. The response has been incredible, with over 3,000 subscribers in the first week!
Currently, I’m working with Daye and WISP, two organisations dedicated to women’s healthcare. It’s a privilege to contribute to their mission and advocate for sexual health awareness and access, which is more important now than ever.
LBB> Looking forward to 2025, what are your ambitions and plans for the year ahead?
Jessica> In 2025, I’m excited to launch my creative studio, dedicated to helping brands and agencies break boundaries, shatter norms, and amplify underrepresented voices. With my expertise in taboo-breaking campaigns, I look forward to collaborating with organisations ready to drive positive change through fearless creativity. If this vision resonates, let’s connect!
I’ll also be expanding Vanillacooldance and its sub-brand SHAMELESS, continuing to build a community of bold, unapologetic voices and work with innovative brand partners. I look forward to sharing my insights through workshops and more speaking opportunities.
And, of course, I’ll be advocating for the See It Be It programme every step of the way—and hopefully making my way back to Cannes!
LBB> What advice would you have for anyone thinking of applying to See It Be It 2025?
Jessica> My advice: bring your true self. The industry needs your unique voice, and See It Be It is the perfect place to step into your power, find community, and help shape a more inclusive future. Show up as you are because your authenticity is exactly what’s needed to create real change. And if anyone has questions, I'm always happy to help!
Stephanie Rumierk Briceño
Creative director, TBWA\Colombia, Colombia
LBB> What was your biggest professional take away from See It Be It 2024?
Stephanie> My biggest professional takeaway from See It Be It 2024 was the realisation that true leadership isn’t about always having the answers—it’s about embracing vulnerability and fostering authentic connections. I also discovered that I don’t have to lead or do things like anyone else – I can bring my unique style to leadership. This understanding has given me the confidence to trust my instincts and lean into the qualities that make me who I am, and it has transformed my professional approach. Leading with empathy and authenticity has allowed me to build stronger relationships with colleagues and collaborators, and has also created an environment where innovative ideas can thrive.
LBB> What impact did the programme have on you personally?
Stephanie> What touched me most was witnessing how vulnerability and shared experiences
can transform a group of individuals into a true support system. The programme reignited my confidence and reminded me why I’m so passionate about leadership: not just to guide but to nurture and inspire growth in others. Seeing the women around me unlock their potential and step into their power was a beautiful reminder that collective success starts with supporting and championing each other. It made me even more committed to being that source of encouragement and guidance for others, ensuring that no one has to navigate their journey alone.
LBB> How have you put your learnings from See It Be It into practice?
Stephanie> Since participating in See It Be It 2024, I’ve put my learnings into practice by leading with confidence, using my voice, and believing in its impact. I’ve embraced a leadership style that’s authentic and rooted in empathy, making sure my team knows they’re heard and valued. I’m proud to say that I’ve become a mentor to both women and men because I believe the lessons I learned need to be shared with as many people as possible. The experience showed me that true growth happens when we support and uplift one another, regardless of gender or background.
LBB> Since we last spoke to you ahead of See It Be It, what have you been up to professionally and creatively?
Stephanie>I’ve been deeply immersed in my work with Colectiva, the initiative I co-founded. Colectiva has been a powerful platform for fostering creativity and empowerment among women in the industry. We’ve been collaborating on briefs with our talented female creative team and hosting a series of workshop sessions led by inspiring industry leaders such as Laura Visco, Laura Medina, Brenda Jacome, and Damasia Merhbila.
One of the most fulfilling opportunities since the programme has been becoming a mentor for See It Be It LATAM. Supporting the 12 incredible women selected from across Latin America was an unforgettable experience that allowed me to guide, encourage, and witness their growth firsthand.
LBB> Looking forward to 2025, what are your ambitions and plans for the year ahead?
Stephanie>Looking ahead to 2025, my ambitions centre around expanding the work I’ve been doing with Colectiva and building on the momentum of the See It Be It experience. I want to continue creating opportunities for women and underrepresented voices in the creative industry to showcase their talents, share their stories, and grow together. One of my main goals is also to develop more comprehensive workshops and mentorship programmes that not only touch on creative skills but also delve deeper into leadership, financial literacy, and long-term career development. Lastly, I’m committed to maintaining balance and prioritising mental wellbeing for myself and those I work with, ensuring the path to success is sustainable and fulfilling.
LBB> What advice would you have for anyone thinking of applying to See It Be It 2025?
Stephanie> My advice for anyone thinking of applying to See It Be It 2025 is simple: be your true self. This programme isn’t about fitting a mould or editing yourself to fit a perceived expectation—it’s an opportunity to showcase your passion, your challenges and your vision for the future. The See It Be It programme thrives on diverse voices and perspectives, so trust that what you bring to the table is not only enough, but exactly what the programme needs. The magic of See It Be It is that it celebrates the real you, not a polished or idealiaed version of yourself.
Pulp (Nonthaporn) Ketmanee
Senior creative director, Publicis Groupe, Hong Kong SAR
LBB> What was your biggest professional take away from See It Be It 2024?
Pulp> My biggest professional takeaway from See It Be It 2024 was gaining clarity on my guiding principles and how to advance them. The programme emphasised creating equality in the creative community, starting from the workplace and extending to advertising. It addressed issues like unequal salary ranges, mental health for all genders, and the power of negotiation. The detailed approaches from the workshops have been invaluable.
LBB> What impact did the programme have on you personally?
Pulp> The programme had a significant personal impact on me by boosting my confidence. As an Asian woman, especially a Thai, I was not accustomed to openly sharing thoughts or feedback due to cultural norms. We often express ourselves through art, work, or anonymously online. However, after joining the cohort, I found myself speaking less but using humour more, as humour is a common way for Thais to communicate and compromise. This experience helped me regain my confidence and share more openly with the group.
LBB> How have you put your learnings from See It Be It into practice?
Pulp> First of all, I reconstruct issues before taking action. I try to separate emotions from the situation and think things through carefully before finding a solution. It’s important to have multiple solutions and to look beyond just the immediate surroundings, considering a broader perspective.
If a problem is beyond my capacity, I don’t try to solve it alone. I seek help from someone with more authority and learn from them. And if there’s something I can’t resolve, I ask my supervisor for assistance. Sharing my thoughts with my siblings also serves as a valuable sound check for me.
LBB> Since we last spoke to you ahead of See It Be It, what have you been up to professionally and creatively?
Pulp> I’ve been working on both internal and external projects. Internally, I’m trying to integrate new ideas into our work in a way that’s noticeable but not overwhelming. We recently created hyper-realistic video takeovers of iconic Hong Kong heritage buildings for Cathay Pacific, promoting the airline’s direct flights to Riyadh, Saudi Arabia. This was followed by an epic movie-style trailer and an activation at the gate for the flight, where passengers could immerse themselves in a cultural installation for a photo opportunity, providing a glimpse of their upcoming journey.
Externally, I’ve been encouraging Thai creatives to apply for the See It Be It programme. This process helps them reflect on their past, present, and future in creativity. I’m also excited to soon extend this encouragement to creatives in Hong Kong. The opportunity to engage with two different cultures is truly exciting for me.
LBB> Looking forward to 2025, what are your ambitions and plans for the year ahead?
Pulp> Continue focusing on what I’m currently doing, but with a sharper and quicker approach. My ambitions remain the same: to create impactful work that first resonates with me, so it can then positively influence others. Additionally, I’m dedicated to building a safer creative space for the younger generation.
LBB> What advice would you have for anyone thinking of applying to See It Be It 2025?
Go for it. This is a once-in-a-lifetime opportunity that can truly transform not only what you do but also how you do it, making your work more effective and impactful.
See It Be It is a LIONS initiative aiming to achieve equal gender representation among creative directors and leaders across the global industry. The programme is open to all women, trans-identifying and non-binary people.
Applications for the programme are open, closing Thursday 5 December, 11:59pm GMT. Further information on applying for See It Be It 2025 can be found here.
For any enquiries, please get in touch at seeitbeit@canneslions.com.
