While the diverse voices and discussions in jury rooms will be heard loud and clear next week at the Cannes Lions International Festival of Creativity, SHOOT sounded out select judges ahead of time to gain their insights into the value of the competition, what’s on their wish lists, and the big-picture relevance of their specific categories.
For this Cannes Lions Preview, SHOOT connected with Film Lions jurors Nadja Lossgott and Tom Murphy, Glass: The Lion for Change judge Keith Cartwright, Social & Creator Lions Jury president Beth Keamy, Creative Effectiveness Lions Jury president Andrea Diquez, Sustainable Development Goals Lions judge Juan Javier Pena Plaza, and Health & Wellness Lions juror Angela Williams.
Lossgott, Murphy, Cartwright, Keamy, Diquez, Pena Plaza and Williams are part of this year’s overall Awarding Jury which represents the global industry’s leading talent from a diverse range of disciplines, from across 52 markets. Work from around the world will be judged, awarded and celebrated during the Cannes Lions International Festival of Creativity, running from June 16-20.
Lions CEO Simon Cook said of the jurors, “This year’s lineup brings together some of the most highly respected and accomplished industry talent from around the world. Their expertise will help define the creative standards that continue to drive our industry forward and spotlight the power of creativity as a catalyst for meaningful business growth and transformation.”
Historically, jurors have been assessing deserving entries and engaging in give-and-take discussions in the Lions competition since 1954. These thoughtful deliberations have had a positive ripple effect on the industry at large. It’s a legacy that continues to set a high global bar for juries today spanning creativity as well as strategy.
Relative to meeting or exceeding that bar, here is some of the feedback we received from a pair of jury presidents and five judges:
Nadja Lossgott
“Judging is always such a wonderful way to get to know the year’s work with a bird’s-eye view,” related the London-based Lossgott, chief creative officer of AMV BBDO, who’s gratified to have been selected to serve this year as a Film Lions judge. “You understand the zeitgeist through the work and vice versa, noticing how we express ourselves in a rapidly changing world. I love being surprised with the discussion between all the different jury brains. Film is such an emotional medium and there are so many levers to make a viewer feel something. That craft, in all areas, plays a vital role in decisions. It’s really about finding surprising and original work that can define the year as well as shape the future.”
Lossgott continued, “Content is the new film and it’s here to stay. The shifting behavior in how people are consuming media and entertainment is an inspiring thing that throws out new possibilities and lets us ride them. Whether this content is made by creators, directors or agencies, AV is entertainment and content. It’s become more exciting, more vast and more competitive. Holding someone’s attention has become a blood sport. It’s craft, beauty, emotional story (however small or big) and ultimately an original vision or voice that allows the work to stand out and speak to its audience.”
As a juror, Lossgott affirmed that “it’s always great to be wowed, to have your breath taken away, to be drawn in emotionally by a piece, because there are thousands of entries, but only a handful that stick with you and really make an emotional impact. I think the changing landscape of film is allowing different forms of storytelling, which I am very excited to see.”
Regarding what she and her agency derive from being on a jury, Lossgott observed, “The biggest draw from judging is that you understand the landscape of the work. You also learn new tricks and tips, purely from watching so much stuff. Judging and ingesting thousands of ads is the best school. It allows you to be a sponge for information at high speed.
“You get a deep understanding of the standard of work and what it takes to stand out, win with your audience in culture and eventually win with jurors. That gives your agency a creative advantage. It helps you refine your own skills and knowledge to curate and creative direct. By being able to recognize truly great work, you can inspire others to reach for it and you can take something from good to fantastic. It also throttles you with reality. Suddenly you can push it from something no one will watch, to something that’s obsessed about.”
Tom Murphy
Murphy, VML’s chief creative officer, North America, is taking on his second tour of Lions Jury duty. This time he’s on the Film Lions Jury. He had earlier served on the Brand Experience Jury. As for what he learned from that first Cannes experience, Murphy cited “just how seriously jurors take their duty. Cannes is where our industry standards are set–so there is a real sense of responsibility in the room. This leads to so much thoughtful, passionate debate. You become extremely invested in the work your jury chooses.”
Murphy said he’s really looking forward to Film Lions Jury duty “because it’s pure storytelling. Fewer rational case studies, more emotional simplicity. A few years ago people were predicting the death and decline of film, but we live in a video world. You could argue it’s never been more relevant.”
Asked what tops his Cannes wish list, Murphy simply said, “Honestly I just want to get inspired–and a bit jealous. Nothing resets your creative ambition like a week in a Cannes jury room.”
And a prime responsibility of a judge, continued Murphy, is to bring what you saw, learned and experienced back home. “Cannes does really point the way forward for our industry, so we try share as much as possible with the folks who can’t physically be there. I feel it’s the duty of everyone lucky enough to attend to bring some of that inspiration back home.”
Keith Cartwright
“Having judged before, whether at Cannes or other major competitions, I’ve learned that the most valuable insights often come from the diversity of the jury room itself,” shared Glass: The Lion for Change juror Cartwright, the founder of CARTWRIGHT. “It challenges your biases, and forces you to listen deeply before reaching conclusions that might be a preconceived conclusions. This year, I’ll be bringing that openness and rigor to the Glass Jury. The stakes feel especially high this year, given the topics we engage with, and the world we’re living in.”
Cartwright asserted that Glass: The Lion for Change “stands out more than any category in my opinion because it relies so heavily in its mission to celebrate ideas that drive equality and broader cultural change. These aren’t just ‘ads,’ they’re statements, provocations, and in some cases movements. Our world grows increasingly divided and complex, which demands we look past sales metrics and examine intention, impact, and authenticity. The best of this category is the kind of work we should all aspire to make.”
What’s on Cartwright’s judging wish list? “Bold work. It’s been rare to find over the past few years. Glass is all about celebrating work that’s brave enough to speak uncomfortable truths or give voice to the unheard. I’m also looking for integrity in execution that accompanies a big idea. One that’s been thought through from insight to implementation.”
And the process of judging the work in a room with others is a gratifying experience. “The in-person jury room is invaluable,” assessed Cartwright. “The nuance in tone, the spontaneous debates, the laughter, even the disagreements make the process fun and engaging. There’s an energy you can’t replicate virtually, and it’s often in those passionate discussions that the most deserving work rises to the top.”
Judging for the Lions competition, affirmed Cartwright, “reminds me why I’m in the business. The power we hold as communicators, and how high the bar can and should be. It’s the reason after all these years that I still judge. I hope to bring back that possibility and elevated creative thinking back to CARTWRIGHT. And let’s be honest–the South of France is still the South of France.”
Beth Keamy
Going into this year’s competition as president of the Social & Creator Lions Jury, Keamy, who’s chief digital officer at TBWA\Media Arts Lab, has the advantage of having learned by example. “I had the pleasure of joining the Cannes Lions Mobile Jury in 2019 and it was an incredible experience. Our jury was helmed by the great Ari Weiss, and I was so lucky to see the way he navigated the room to ensure all voices were heard and made sure we had a lot of fun while we were at it.
“I see the role of president as an anchor to encourage the debate but re-ground the room in what matters. We’re looking for brilliant ideas that are inherently built for social and have genuine business impact for the brand. What we award should set a standard for the industry and propel us all forward.”
Keamy described Social & Creator as “one of the most exciting categories at the Cannes Lions. The social landscape is forever nimble and its conditions provide a hotbed for new shapes of creativity and the kind of original brilliance that cuts through the feed.
“These are the ideas that invite the audience in and give them new levels of access to a brand. And more often than not, the ideas are just good old-fashioned fun. I love to see brands engage in artful play, and we could all use more joy. Participatory work drives much richer relationships between audiences and brands. When executed well, it turns customers into advocates and drives long-term brand affinity that lasts far beyond the campaign.”
As for her wish list and the jury room dynamic, Keamy shared, “I am always thrilled to have an excuse to be wrapped up in the work with no distractions. One of the things I love about Cannes Lions is the global nature of the show. The entries represent so many different audiences across so many different industries.
“I love to see this diversity in the jury room too. We have an incredible crew who come to the task from so many different vantage points in the industry. I’m excited to get into discussions with them all. I hope we take our job as a jury seriously, but don’t take ourselves too seriously in the process.”
Keamy added that the judging experience can spark motivation and inspiration. “Creative jealousy is an incredibly positive motivator, and I’ve already been so inspired looking at the entries so far. I love to see all the unexpected and delightful ways different brands find to engage with their communities and to mirror back what their most passionate fans love. I love to see the ideas that are inextricably built for specific media environments and native audience behaviors. I love to see when new shapes of work translate into sincere business results for a brand and encourage clients to be brave in embracing the new.”
Andrea Diquez
Diquez, global CEO of GUT, is president of the Creative Effectiveness Lions Jury. She is no stranger to Cannes or the category. “I judged this same category at Cannes back in 2019, and that experience taught me a lot, especially the rich conversations and debates we had in the jury room. One of the most important learnings from being a juror is to stay open. Open to different perspectives, challenging your own assumptions, and rethinking initial impressions. Every part of the process is a lesson demonstrating how thoughtful, meticulous and deliberate a jury must be when selecting work that represents the best of our industry.
“As jury president this year, I want to build on that experience. I’ll help ensure we stay focused on upholding the highest creative standards, pressure-testing the ideas, the clarity of the results, and the true impact of the work on business, our industry and culture.”
Presiding over the Creative Effectiveness Lions Jury is “an incredible honor and a huge responsibility,” noted Diquez, who described Creative Effectiveness as “one of the most relevant and prestigious categories at the Festival and one I’m deeply passionate about. Creative Effectiveness is where bold ideas meet real-world impact. It’s proof that creativity isn’t a nice-to-have, but a true business driver. In a world of constantly accelerating news cycles, shrinking attention spans, fragmented media, and fierce competition for consumer attention and loyalty, Creative Effectiveness is more important than ever. Today, the bar is higher: great work has to cut through the noise, resonate on a deeper human level, and do so in a way that is both timely and timeless. It has to move people and move business. This category reminds us of what’s possible when creativity plays a key role in an organization.”
Diquez affirmed, “We have an incredible jury this year, with diverse backgrounds and perspectives, so I’m really excited to see how the conversations unfold. One of my favorite parts of this process is diving deep into the work: understanding the context, the insight, and the transformative power an idea has had on a brand, a business, and culture.
“As jury president, my wish list is simple: I want to find and celebrate the work that draws a clear, undeniable line between creative bravery and business results. Work that doesn’t just tick boxes but redefines what Creative Effectiveness can look like for the future.
“I’m most looking forward to the big-picture conversations that push us to think not just about what worked, but why it worked and what it means for where our industry is headed.”
The judging experience will inform Diquez and her agency. “At GUT, we’re always pushing for work that’s brave, impactful, and culturally resonant. Being part of this jury gives me an incredible vantage point and perspective into how different brands and markets tackle challenges, how insight is turned into action, and how creative courage translates into effectiveness across cultures and industries.
“It’s fuel to keep raising the bar, ask better questions and keep proving that brave work isn’t just creatively rewarding, it’s also the best bet a brand can make. Being on the Creative Effectiveness jury is a great reminder of why we do what we do and why we need to keep doing it with even more conviction.
“Ultimately, judging gives me the chance to learn and lead at the same time. That’s something I truly enjoy and never take for granted, both for myself and the agency as a whole.”
Juan Javier Pena Plaza
This year marks Pena Plaza’s first time on a Cannes Lions jury. The chief creative officer of GUT in the U.S., Pena Plaza is a judge on the Sustainable Development Goals Lions Jury. He describes being named a Lions judge as “a lifelong dream come true. To be selected for the Sustainable Development Goals Jury in particular makes the opportunity even more meaningful. Purpose-driven work has always inspired me because it’s where creativity meets societal impact and world-changing ideas. And on this jury, we will be heavily weighing impact and results to award creativity that delivered meaningful and enduring contributions to people, the planet, prosperity, and peace. This category helps prove that creativity can help create a better world, for today’s communities and future generations. I’m honored to be a part of a jury that doesn’t just celebrate ideas, but ideas that move the world forward.”
As to the relevance of the Sustainable Development Goal Lions, Pena Plaza observed, “We’re living in a world where global challenges feel more complex and urgent than ever. From climate change to inequality to accessibility, the stakes are high, and that’s why creative bravery is so important. The Sustainable Development Goals Lions are a powerful reminder that creativity is all about solving problems, both in business and in life, taking on important challenges, shaping culture, influencing systems, and creating lasting change. I’m excited to help spotlight work that tackles issues head on with bold, fearless thinking, the kind of thinking that we pursue at GUT every day.
In terms of his wish list as a judge, Pena Plaza shared, “I want to be moved. To get goosebumps. I want to see work that doesn’t just talk about change but actually drives it. Work that is deeply human, culturally sharp, and creatively unforgettable. There’s something really powerful about being in a jury room with people from all over the world who care as deeply and passionately about creativity as you do. It’s a rare space where ideas are challenged, celebrated, and sharpened. So my wish is simple: I want to be surprised. I want to walk out of the room feeling creatively charged–and very, very jealous!”
Beyond jealousy, Pena Plaza feels he will walk out of the room with varied tangible benefits. “Judging this category will sharpen how I think about creativity, not just as craft, but as a force for good. I hope to bring back new perspectives, different ways of thinking about impact, fresh ideas on how to make purpose-driven work resonate, new ways of embedding ideas in culture, and how to measure real-world impact beyond traditional metrics. At GUT, we’re always pushing boundaries to be braver, bolder, and more meaningful in the work we do. Being part of this jury is a chance to grow that mindset and share it with our team in Miami and around GUT’s global network.”
Angela Williams
Angela Williams, creative director at Deloitte Digital, is also a first-time Cannes Lions judge. “To say I’m honored would be an understatement,” she said. “Cannes Lions is the global benchmark for creative excellence, and to be entrusted with a seat on the Health & Wellness Jury feels both humbling and electrifying. To me, it’s more than a professional milestone; it’s a moment of deep responsibility–to champion the kind of work that not only breaks through but truly moves the world forward.
“To be in the jury room alongside some of the most brilliant minds in health and wellness–true creative juggernauts–is unbelievable. Together, we have the shared task of upholding the highest standard of what craft, data, insight, and idea can achieve in this space. It’s a challenge I welcome with reverence and joy.
Williams is also a firm believer in her Lions category. She said, “The importance–and rising relevance–of the Health & Wellness Lions cannot be overstated. At some point in life, every one of us becomes a patient. And in those moments, we don’t just seek care–we seek clarity, trust, comfort, and sometimes even a reason to hope. That’s why this category matters: because the work isn’t just speaking to current patients, but also to future ones, to their families, to caregivers, and to entire communities. It’s not just a campaign–it’s often a brand’s moment to earn trust long before the moment of need.
“This category has evolved from niche to necessary. It’s become a proving ground for emotional intelligence, storytelling, and brand-building at the highest level.”
Her wish for Health & Wellness as a juror: “I want to see this category continue to get bolder and braver–to stretch the definition of what health and wellness creative can be. Because patients are still people, they want to be moved, uplifted, entertained, and empowered. Work in this space has the potential not only to shift hearts but to set a new standard for creativity across industries.”
At Cannes Lions Williams views the in-person jury room as “an essential part of the process. It’s where ideas and craft get challenged and defended. It’s where nuance matters, and where creative judgment is shaped not in isolation, but in dialogue. A great jury room creates the space for respectful tension, dynamic debate, and ultimately, consensus rooted in both craft and care. Jurors have to feel empowered to disagree–and equally encouraged to explain why. It’s not just about liking the work, but understanding and articulating what makes it great.”
As for how judging a competition like this can inform you and your agency, Williams observed, “Being part of a jury like this is a masterclass in what’s possible. It’s a front-row seat to the boldest thinking and most innovative creative in the world. And it’s proof that big ideas, backed by insight and executed with courage, can have a major impact.
“For me, it’s also a chance to bring that inspiration and rigor back to my teams at Deloitte to champion creative that dares, that delivers, and that never forgets the human at the center of it all.”
