Breakwater Studios

Creativity in B2B: Insights from Cannes Lions 🦁 Serving as Jury President for the Cannes Lions International Festival of Creativity Creative B2B category this year has been without doubt a highlight of my career. In this final post of the series, I'm reflecting on one of the most important aspects: Creativity itself. Creativity: The Timeless Thread 🎬 Creativity has always been at the core of the Lions; and in the fourth year of the Creative B2B category, it showed up with greater confidence, clarity, and nuance than ever before. What was once a question; can B2B be truly creative?, is now an expectation. And this year, the strongest work delivered on that expectation with emotional richness, strategic intelligence, and a deep understanding of audience truth. The most resonant ideas began with empathy. They didn’t just simplify complexity, they humanised it. They built from universal truths, transforming rational propositions into stories that felt personal, relatable, and relevant. In a space known for technical depth, these ideas showed that emotional intelligence is not just welcome; it’s essential. ❤️ Courage was another defining trait. The most awarded entries took bold risks; whether through confident humour, radical simplicity, or unexpected channel choices. The best campaigns didn’t play it safe. They leaned into originality and delivered with intent; not to entertain for entertainment’s sake, but to move audiences with purpose. 💪 Alongside that bravery was a sense of discipline. The most effective work didn’t try to be everything. It focused. It respected its audience’s time and intelligence. They didn’t rely on volume or visibility alone. They showed up with clarity, usefulness, and human relevance; and in doing so, they made space for themselves in the minds and hearts of decision-makers. 🧠 ❤️ A brilliant example is 'Everybody’s Business' by Breakwater Studios for LinkedIn; winning a well deserved Bronze Lion. 🦁 This beautifully made short film, directed by the incredibly talented and two-time Oscar-winning director Ben Proudfoot, explored the evolution of B2B marketing over the decades. With cinematic storytelling and careful attention to detail, it elevated the story of B2B, and demonstrated how creativity and craft come together to truly move audiences. Watch the film here: https://lnkd.in/gHMFnaYX Creativity in B2B isn’t emerging. It’s evolving. And this year, it felt like the category took a creative step forward; not by imitating other spaces, but by owning its own. 🚀 ❤️ Benjamin Yung Junior Irene Kugelmann Hana Kovacevic Luis Madruga Enriquez THEMBEKA NGUGI María García Herranz George Bryant Lisa Maxwell Rolo Cordova Simon Cook Lisa Berlin Ryhn Lee Philip Thomas Paul Coxhill Paul Hirsch Tom Stein Andisa Ntsubane CM (SA) FCXP (CX-I)

Dans la catégorie ‘Campagnes Internationales’, l’Or 🥇 est remis à ‘The Final Copy of Ilon Specht’ de McCann Paris pour L'Oréal Paris avec TRAVERSE32, Breakwater Studios. #GPBrandContent

I sat down with two-time Academy Award® winning filmmaker Ben Proudfoot to ask a simple question: What makes a story unforgettable? What he shared might surprise you—because while these lessons shape Oscar-winning films, most brands overlook them. Read here to discover how to create emotional connections, moments of “Anagnorisis,” and even rewrite history. I’d love to hear: what stood out to you? #TheArtOfStory #Storytelling #B2BMarketing #DataDrivenPositioning

Outside of my role at University of Maryland Baltimore County, where student success is always my focus, the world of motorcycling is another passion that fuels me to be my best full self. As a team member on the Ride4Mary Global movement, it was a privilege to kick-off the first of many events honoring a legend at the Pro Motocross Season Finale at Budds Creek Motocross Park for the 2025 Women’s Motocross Championship (MX Sports Pro Racing, Inc.) I know Mary McGee was smiling big! 🤩 Together with my R4M teammate, Jessica Smith Riddle and I had the honor of connecting with Christina Denney, the powerhouse behind the WMX. Christina welcomed us with open arms to share Mary’s trailblazing story with the racers and invite them to carry her legacy forward through the Global Movement. We spent time with the pro women—interviewing them, taking an epic group photo, and hearing their passion—and also had the chance to connect with the pro men, including Eli Tomac, Hunter Lawrence, Jett Lawrence, DangerBoy Deegan, and more. 🤯 One of the most moving moments was gifting Christina one of Mary’s handkerchiefs. She was so touched, she fell into tears. 💕 Even more special—one of the WMX pro racers, Lala Turner, is from Mary’s hometown and is currently sitting at #1! 🔥 It was a day filled with powerful stories, shared passion, and so much excitement to honor Mary and keep her spirit alive. #Ride4Mary #WMX #MaryMcGeeLegacy #WomenWhoRide #MotorcycleMary #WorklifeBalance 😎 Breakwater Studios American Motorcyclist Association Pro Motocross Championship

When Ben Proudfoot said this, it stuck with me. In business and in film, emotion is the one language we all speak. It’s how we connect, how we make decisions, and how we solve the real problem underneath the problem. I’d love to hear — What’s your secret to making your story resonate on a gut level? (Reel 1 of 7 from The Art of Story with Oscar Winning Filmmaker Ben Proudfoot.) #TheArtOfStory #StorytellingInLeadership #DataDrivenPositioning #B2BMarketing