What is the next creative benchmark revealed by sociality, humor, and diverse co-creation?

In June 2025 the world’s largest creative festival—the Cannes Lions International Festival of Creativity—was held in Cannes, France. Representing LENS, Toru Yoshimura (Representative / Executive Creative Director) and Masami Nakata (Co-Representative / Creative Director) traveled to the event to experience first-hand the current and future state of global creativity through award-winning projects, seminars, and conversations with creators from around the world.

What struck them most was how many pieces and sessions cherished themes such as “humanness in the age of AI,” “social issues and humor,” and “co-creation with the next generation,” treating them as the very groundwork of their creation and planning. As technological innovation accelerates, they strongly felt the role of creativity shifting from simply delivering messages to building connections among people—and between people and society.

Rather than letting these insights end as mere inspiration, the team intends to nurture them carefully in their day-to-day work. A detailed report summarizing the learnings and discoveries from Cannes will be published on this website soon—please stay tuned.