Each summer, the Cannes Lions International Festival of Creativity draws some of the most influential minds in advertising, marketing, and branding to the south of France. Brandcenter brought students to the center of it all in the second year of its annual Study Abroad program for a week of panels, networking, and creative exploration on a global stage.
Led by Strategy Chair and Director of Curriculum & Instruction Jess Collins (Strategy, 2010), the program included a number of current Brandcenter students in addition to undergraduates from both VCU and UNC. Together, they experienced everything from private talks with CMOs to spontaneous encounters with global brand leaders—plus panels on everything from AI and authenticity to sports, entertainment, and culture.
Second-year Brandcenter student Brookelyn Shantler (Creative Brand Management, 2026) said a standout session was Beyond Backlash: What I Learned About Creative Bravery, featuring Brandcenter alum Genie Gurnani (Strategy, 2011). “His story was so raw and personal, and the way he talked about leading with authenticity really stuck with me,” she said. “Creative courage isn’t just about big, bold ideas. It’s about standing firm in who you are and being okay with that.”
For Austin Fattizzi (Creative Brand Management, 2026), another second year Brandcenter student, the programming at Sports Beach left a lasting impression. A talk from tennis icon Billie Jean King was a standout. “Her ability to speak with such motivation, especially around identifying a problem in the world and actively working to overcome it, was truly powerful.” Fattizzi also noted how deeply embedded sports is within culture and advertising.
Students also had chance encounters with impressive figures like Chris Hunton (former McCann CEO) and Kevin De Bruyne (the Belgian soccer player), the kinds of moments that only seem to happen on the Croisette.
Outside of official programming, students said magic moments happened in casual conversations and cultural observations. “Meeting people while waiting for tote bags or popsicles—that’s when the pressure drops,” said Mariam Ali, one of the students attending from UNC. “Everyone’s open to conversation. It’s welcoming in that way.”
The experience sparked meaningful reflection about the future. “One of the biggest takeaways for me was that culture isn’t about chasing trends. It’s about people, language, and the rituals they share,” said Shantler. She added, “It made me want to create work that connects people, fuels culture, and feels authentic—especially on a global scale.” Fattizzi agreed: “The trip reaffirmed that I want to work in sports and entertainment. It also showed me how many different types of companies fall under that umbrella.”
Their advice for future attendees? Prepare to be fully present—and push through. “It’s an intense week,” said Fattizzi, “but the exposure, the people you meet, and the perspective you gain make it more than worth it.” Shantler added, “It’s an investment in yourself and your future.”
Sharon Rauch, Associate Director of Extension Programs, helped plan the program and traveled alongside students. “This is a once-in-a-lifetime study abroad experience,” she said. “Aspiring creatives have access to the best minds in the industry. The students made the most of networking and enjoying the festivities.”
In addition to the Study Abroad group, Brandcenter also played an integral role in the planning and execution of the 2025 Lions Educator Summit, and second-year student John Marenic (Art Direction, 2026) was chosen to represent the US at the prestigious Roger Hatchuel Academy.
Interested in attending Cannes next year?
Reach out to Jess Collins, faculty lead of the program, Chair of Strategy and Director of Curriculum and Instruction, over email [email protected]. Read more about the program here.
