Back from Cannes Lions, and as always, the industry buzz was deafening — but a few trends genuinely stood out. First: the return of sincerity. Brands are dialing down the irony and leaning into genuine emotional storytelling. Second: vertical video is no longer an afterthought — it's the main stage. Third: accessibility isn’t optional; it’s the new baseline for relevance.

Sincerity is back because audiences are craving authenticity. After years of slick, overly clever content, campaigns that spoke plainly and emotionally seemed to land harder. It's not about being sentimental — it's about being real.

Vertical video continues to dominate, not just because of TikTok, but because the format allows for intimacy, directness, and creative experimentation. Smart brands are designing mobile-first — not just resizing.

Accessibility emerged as a major theme, especially for digital experiences. Subtitles, screen-reader compatibility, and inclusive design principles are no longer optional. They’re expected.

And the ones we’re politely ignoring? Extended reality activations that feel disconnected from the brand message, and branded metaverse moments that look cool but lack strategy. Our takeaway: connection over spectacle. Story still reigns supreme.