If I could sum up my week at LIA in one feeling, it’s kilig.
e being jet-lagged for half of the trip, it was exciting to learn up close from the speakers. I got a boost of inspiration from meeting creatives from all over the world.
I admit, I fangirled when Design Army’s CCO Pum Lefebure took the stage. I love her take on the Hong Kong Ballet print campaign for its symmetry and finesse, so when it was her turn to speak, I was on the edge of my seat the entire time. As expected, her keynote presentation was a visual treat—to the point that I took a photo of each of her slides!
I also appreciated BBDO NY Creative Director Matt Macdonald’s talk on the art of presentation. It’s something creatives usually overlook because we assume the work is good enough to sell itself. He noted that we should show instead of tell, and take advantage of unconventional ways to present (like adding GIFs to storyboards or mocking up prototypes) to help clients believe in what we’re selling. We were all reminded that we are in the business of persuasion—that we must make our clients feel something when we present because that is what’s unforgettable. I liked that it was advice we could use every day, and not just when selling initiatives.
Empathy was touched on multiple times by many speakers. Journalist Lara Logan and Eardrum founder Ralph Van Dijk emphasized the importance of being able to relate to all kinds of people, from service crew members to taxi drivers. As Lara put it, the real world isn’t just about the people in glass buildings eating avocado toast. It’s the people we don’t often see who matter.