See It Be It

See It Be It is the Cannes Lions initiative aiming to achieve equal gender representation of creative directors and leaders across the global industry.
Highlights from See It Be It 2019

In partnership with Verizon

See It Be It Podcast

Listen to an exclusive new audio series featuring our alumni in conversation with their mentors and allies. This intimate podcast brings See It Be It alumni together with the women who have been instrumental in offering guidance throughout their careers.
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See It Be It 2022 Finalists

Allie Steel, Australia

Senior Writer, DDB

Allie has worked in advertising in both the United States and Australia for the past 10 years. A strong believer in the power of creativity to bring about cultural change, she has enjoyed the chance to work with brands like the American Red Cross, TOMS and Berlei.

As a working mother of two, she is passionate about shifting the gender imbalance at the top levels of creative departments, and in particular finding ways to support women during the transition back to work after maternity leave - a point where so much talent is lost. Allie also enjoys mentoring young creatives and volunteers as an AWARD school tutor.

Anastasia Simone

Anastasia Simone, Hong Kong

Senior Art Director, Leo Burnett

Hong Kong-grown, Anastasia is a Senior Art-based creative nerd. With deep roots in activation, she believes in ideas that go beyond changing perception, and seeks to spark lasting value through culturally insightful interactions. With her campaign ‘The Last Word’, she changed the 2,000-year-old character for ivory (象牙, literally ‘elephant tooth’), ending the misnomer, and the ivory trade in Hong Kong.

After six years in APAC, winning regional recognition with such clients as Cathay, WWF, Pernod Ricard, UberEATS, and more, she’s now relocating to Melbourne.

This year, she’s also delighted to serve on the D&AD gaming jury, representing Black female nerds and the glorious diversity of gamers.

Andrea A

Andrea Auz, Ecuador

Creative Director, Paper

An Award-Winning Creative Director, currently working at Paper, Ecuador. 

At a local festival she recently won Grand Prix at Glass, Independent agency of the year and Woman Leadership. Her work has also been recognized by New York Festivals, El Ojo de Iberoamérica, Fiap, Wina Festival, Effie Awards, Lürzer's Archive and Guinness World Records. She was chosen as one of the 15 most promising creative leaders for Cannes Lions "See It Be It" program. Some of the brands she has worked with are: Pepsi, Gatorade, Amstel, Biela, Rio Store, Librería Española, among others. 

She has contributed to gender equality through different campaigns like: Womenless Songs, Girl Speak Louder, Girls in The Front. 

Ever since she took over the rol as Creative Director, she has empowered female creatives visibility by gathering up a team of more than 85% of female talent. 

In 2019 she was a speaker in Feria del Libro Guayaquil’s forum about Comunication and Gender Violence. Last year, she co-founded the initiative “Círculo de Creativas Ecuador”, working towards inspiring and empowering the next generation of female creatives in the country. She has given mentories and talks to advertising students and professionals. 

Last but not least, she has been a Cannes Lions Festival’s Shortlist Jury, being the only Ecuadorian representative in 2021.


Denise Tee

Denise Tee, Philippines

Creative Consultant

Denise Tsai Tee has been in advertising for 12 years, racking up an impressive portfolio of work during her time in renowned shops such as TBWA\SMP, and Ace Saatchi & Saatchi in the Philippines, and stints in BBH and BBDO Singapore. 

Known for her innate design sense and an impeccable eye for detail, Denise’s work has scored metal at shows like Cannes Lions, Clios, One Show, LIA, and D&AD, in addition to being featured in Best Ads on TV, Advertising Age, Campaign Brief Asia, and Adobo Magazine. In her spare time as a cat, she hunts for the perfect potato chip.


Ellen Fromm, Netherlands

Associate Creative Director, AKQA Amsterdam

As an internationally awarded Copywriter, Ellen should be better at writing about herself. But she prefers to spend her time coming up with ideas that make people’s lives a little bit better. She is passionate about creating work that’s unapologetically bold, work that makes consumers laugh (she’ll take a smile) and, where possible, she loves making work that has a social conscience. 

For the last six years, she's been doing this at agencies across Australia and New Zealand. In that time, she's mentored teams, judged The Webby’s and AXIS (New Zealand's creative awards) and has been awarded 3x Grand Prix, 16x Gold and many more Silver, Bronze and finalists. 

On top of this, she's currently studying Integrative Nutrition. No, not to leave ads. But to find ways of supporting the mental and physical health of her peers as we stress our way through this incredible yet masculine, deadline-driven industry.


Geetanjali Jaiswal, India

Senior Creative Director, McCann

Geetanjali was the first in her family to leave home. Since then it has been a journey of turning every negative situation into a positive one. After being in advertising in India and in Singapore, over a hundred industry recognitions, being named the ‘Most Awarded Creative in Asia’ by Campaign Brief Asia, serving as advertising awards jury and mentor, she has turned into a Senior Creative Director, McCann India. Her project ‘Beauty Tips by Reshma’ took the world by storm. It furthered the cause and steered Ogilvy & Mather, Mumbai towards a series of firsts. She hopes to champion many more causes. She feels it’s high time the industry starts practicing what it preaches. And strives to be more inclusive – for women, beginners, introverts, migrants, minorities and many more.
Javiera W

Javiera Wuth, Chile

Senior Copywriter, Pedro Juan y Diego

Latina, metalhead and Senior Copywriter with nine years of experience, always looking for the next big gig: until now, she made her career in countries like Chile and Colombia, working at agencies like DDB Colombia, McCann Santiago, and Ogilvy Chile. 

In 2021, she had the opportunity to be a jury in ACHAP, the largest Chilean creative festival. Also, she participated in the Gerety Awards as Executive Jury. 

Throughout her career, she's continuously raising her voice for gender equality in creative departments and trying to accomplish outstanding work to have better and more female representation in advertising.

Karo G

Karo Gómez, Mexico

Social Media Strategist, Media.Monks

Karo has worked in the agency with two Bs, and the one with two Ds' too. In the same network as the Fearless Girl, the firm with a color on its name and the other that everyone forgets how to spell.
Now she's on the worldwide SM Strategy Team of Media.Monks.

For the last few years, Karo focused her storytelling on social causes, giving the extra mile in pro of Mexican culture and Feminism, breaking down stereotypes.

Aside, collaborate with Publicitarias Mexico –where they empower, boost and visualize talented Mexican women –, and in the Creative Circle of Mexico, –boosting an inclusive and gender perspective into local industry–.

Lauren F

Lauren Ferreira, USA

Creative Director for Apple, TBWA\Media Arts Lab

Lauren Ferreira is a Creative Director for Apple at Media Arts Lab, with over a decade of experience. Previously at Droga5, she was part of the agency’s celebrated work for clients like HBO, The New York Times, Equinox and Facebook.

Her Super Bowl spot for HBO was named #1 ad of the year by Adweek and in the 15 Most Iconic Super Bowl Commercials of All Time. She was one of Business Insider's Most Creative People Under 30, a Next Creative Leader as part of The One Club and the 3% Conference and 2020’s Ad Age’s Creative of Year. She has contributed twice to the Adweek podcast, “Yea, That’s Probably An Ad,”  Ad Age’s panel on “The Future of Creativity,” the One Club’s panel “A Conversation with Next Creative Leaders,” and moderated the One Club’s panel for the 2021 Best of Show in Radio and Film.

She has taught advertising and writing in night school programs in both LA and New York, most recently at the School of Visual Arts.

Leticia R

Leticia Rodrigues, Brazil

Associate Creative Director, FCB Brazil

Letícia Rodrigues is a Brazilian currently working as an ACD, but still a hungry art director on the inside.

During her career, she has been working for well-renowned global and local brands across some of the biggest global advertising networks. Her work has led to awarded campaigns  recognized by Cannes Lions, The One Show, Clio, Effie Awards, El Ojo, Wave Festival, Young Guns, among others.

Also, during these years, she has been fighting inequality within the ad industry by leading the PerifaLions, an independent non-profitable project that has already connected more than 300 lower-income talents from socially vulnerable outskirts with big names at leading agencies. The project was spotlighted at Adweek's list of 10 projects that changed the industry in 2020.


Mica Gallino, USA/Mexico

Brand Creative Director, Nike

Mica Gallino is an Argentine award-winning Creative Director at Nike. For the past 13 years, she's focused on helping brands connect with their audiences by creating news-worthy campaigns that tap into culture and become part of it. She has led global campaigns for Nike, adidas Originals, Alexander Wang, Virgin Hotels, and Keds, among others.

Her work has been recognized by Cannes Lions, The One Show, CLIO, EFFIE, Jay CHIAT, LIA, Ojo de Ibero América. She's also been a One Show, Effie and Ciclope juror. In 2017 she was named one of Next Creative Leaders by The One Show. 

On the side, she is an ambassador of Publicitarias U.S. (a community with a significant focus on elevating Latinas’ voices), Co-leader at the Circulo de Creativo U.S, and Instructor at The Creative Circus Collage.


Nedal Ahmed, Japan

Senior Writer, Wieden+Kennedy Tokyo


Rachel Chew, Singapore 

Associate Creative Director, Ogilvy

Rachel is an Associate Creative Director at Ogilvy Singapore. During the course of her advertising career, she has helped travelholics prove that travel in their blood, let people pay for flights with yellow, created Singapore’s first-ever female physical fitness test, got people to shake their bums, and more.
In 2018, Rachel was named Young Copywriter of the Year by the Creative Circle Awards and represented Singapore at Adfest’s Young Lotus Workshop. She also served as a judge at Singapore’s Crowbar Awards and Portfolio Night in 2020. Most recently, she mentored diploma students at the Nanyang Academy of Fine Arts as an adjunct lecturer with their School of Design & Media.
Rose G

Rosa Guerrero, Dominican Republic

Creative Leader, MoM Marketing of Minds

Rosa Guerrero is a Dominican Creative with 8 years of experience in advertising.

Started her career very young, found her passion in copywriting and disruptive ideas.

Has worked with many brand categories, from Banks to Beers, finding in each one of them something wonderful to build and share. 

Her work has been recognized in global award shows but one of her biggest achievements is being able to promote gender perspective, diversity and inclusion in communication; not only with every piece of work that she creates but with the organization she actively works for, Publicitarias RD.

She also founded "Alter Tomorrow", a company that creates sustainable products for pets, a project that combines her love for creativity / product development and nature.

Roxana Nita

Roxana Nita, Romania

Creative Director, DDB Romania

Sabine Stromsky

Sabine Stromsky, UK

Senior Creative Art Director, Edelman UK

Born in Germany's wine country, with a lifelong loyalty to Riesling.

Coming from a design background, Sabine has been working in the Advertising and Marketing industry for the last 15 years, consistently deepening her conceptual and art direction skills in a multitude of agencies in Berlin, New York, Stockholm, Amsterdam and her current home base London.

Over the years, she has developed multichannel campaigns with an array of clients including P&G, Budweiser, Naked Turtle Rum, Yoplait, Volvo, Helly Hansen, IKEA and the United Nations, earning her several awards and exposure in the industry.

Soleil Badenhop

Soleil Badenhop, Philippines

Associate Creative Director, Gigil

Soleil is an Associate Creative Director at GIGIL, an independent agency in Manila.

Soleil’s emerging creative excellence has been recognized globally and locally with works for Greenpeace, LoveYourself Organization, and Netflix. She has won Gold and Silver Cannes Lions, D&AD Impact Wood and Graphite, multiple awards from Clio, New York Festivals, The One Show Awards, London International Awards, Spikes Asia, Effies, AdStars, AdFest, Cresta, Warc, Tambuli, Adobo, Boomerang, and Kidlat.

Soleil was ranked Campaign Brief Asia’s Top 3 Most Awarded Creative in the Philippines in 2020. In 2019, she was ranked Top 1 Copywriter and Top 1 Young Creative in the Philippines by Adobo Magazine. Soleil is also an advocate for the LGBTQI community and continues to do work promoting gender equality.

Stephanie Cajucom

Stephanie Cajucom, USA

Creative Director, Translation

Stephanie Cajucom is a Creative Director working, living, eating, and walking her dog in NYC. She started her career as a receptionist at a global agency and has gone from telling stories through Post-its to telling stories through social posts, art exhibits, rave dance floors, robots, Minecraft dogs, Gen Zers who are cooler than her, middle-less worlds, a Met Gala dress and, ya know, TV spots, banners and print.

She’s worked on brands like Chase, IBM, Target, YETI, Microsoft, State Street Global Advisors, Citi Bank, HomeGoods, Verizon, Facebook, and more. Her favorite thing is making the complicated simple. Her favorite-er thing is making the complicated simple AND fun.

Sumita Maharaj

Sumita Maharaj, Australia

Design Director, RE Agency

Sumita is a Design Director at Re Agency, with over a decade of experience in broadcast, advertising, and design.

For Sumita, brands are living, breathing entities. Her approach to design stems from a belief that we live in a dynamic, motion-first world. Her diverse experience and hands-on approach to creativity equip her with the agency to lead cross-functional design projects large and small.

Passionate about creating considered and meaningful design. She has helped create holistic brand experiences for Sydney Festival, Sky, Big W, Commonwealth Bank of Australia, Action Aid, and Mistranslations.

Teresa Verde

Teresa Verde, Brazil

Creative, AKQA Sao Paulo

Teresa started her career Fuel Lisboa. During this period, she would spend all after-hours competing in every young creative competition. After winning a couple of metals in junior competitions, I moved to Ogilvy Paris.

At Ogilvy Paris, she worked for global accounts such as Dove, Milka, IBM, Ford, Perrier, and Philadelphia. She also created side projects and campaigns for NGOs, which made her feel more confident and eventually win Next Creative Leaders from The One Club in 2020.

One of these side projects is Quem é Quem (@quemequemproject), where they intend to expose the best Portuguese talent and help national creatives to take the name of Portugal overseas.

In 2021, she started working at AKQA São Paulo under the mentorship of Hugo Veiga and Diego Machado, her lifetime advertising idols. Today, I create mostly for the global accounts of Nike and Netflix.


Tescia Deák, USA

Creative Director, BBH USA

Tescia Deák is an award-winning Creative Director currently at TBWA\Chiat\Day. She is a multi-disciplinary artist and thinker who loves the challenge of solving problems through creativity, entertainment, inclusion, and empathy. 

Over her career, she has created a more equitable way to search the internet with Pantene SHE, the first "Coverboy" for Covergirl, and 06-second films for YouTube that debuted at Sundance, repositioning Lil Red Riding Hood as a statement for the "Me Too" movement and her work has been recognized by Cannes Lions, D&AD One Show, and Clios.

In her spare time, she works on projects that support a more equitable world. She works ongoing with to advocate for menstrual equity and launched #PeriodPiecePSAs — a social awareness campaign that parodies the absurdity of period poverty through period dramas. In 2021 she co-created Mentorship Matchmaking with Laurel Stark an annual remote mentorship event promoted by Cannes Lions that hosted 400 women and non-binary advertising folks globally. Additionally, she has been a mentor and a judge for One Club Next Creative Leaders 2021, One Club Creative Boot Camp 2018/19, 100 Roses from Concrete G.R.O.W.T.H. Initiative, The Side Show Awards 2021, Cannes Lions Future Lions 2021, and was a selected attendee of The One Club’s Right the Ratio Conference in 2020. 

Tescia is passionate about redefining what's possible when we push the industry and ideas forward through innovation, creativity, and empathy.


The See It Be It Ambassador

Swati B

Swati Bhattacharya

Chief Creative Officer, FCB India

Swati Bhattacharya takes emotional storytelling for brands to a level where they break free from the constrains of media, formats, platforms, and speak to consumers as ideas that make an impact to their lives. Start with the consumer, she says, as the only reason why brands exist, is because they serve a human need. Her ideas reflect the deep conviction that it is the “responsibility of brands to inspire people to create the kind of world they deserve”

Under her leadership, FCB India has won more than 160 awards including Glass Lion, Gold Lions, Clio Golds, D&AD Yellow Pencil and 3 Spikes Grand Prix . Her work has transformed FCB Ulka’s creative reputation making it the NO1 most awarded Indian Agency. And making her the 5th most awarded creative director in Asia. ( campaign brief asia ranking 2021) She was the Cannes See It Be It ambassador in 2019/2020.

Acknowledging that women have historically faced challenges from a socio-cultural expectation point of view, she advocates a “culture of generosity” that allows women employees an opportunity to balance work and life in a way that enriches both, instead of one suffering at the hand of the other. Especially for young mothers, she believes that the time spent with her family or children actually adds to their experience of life in a way that results in better creativity at work and richer stories for the brands.

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The See It Be It Chair

Madonna Badger

Madonna Badger

Founder & Chief Creative Officer, Badger & Winters

Madonna Badger is the Founder and Chief Creative Officer at Badger & Winters, an advertising, branding and design agency that was named a 2019 Ad Age Small Agency Award winner. Badger & Winters specialises in building brand love with women and has worked with brands like Avon, Chanel, Cover Girl, Diane Von Furstenberg, Godiva, Nordstrom, Pepsi, P&G, and Vera Wang. The agency has produced work for over 40 countries in 27 languages. Badger has been at the heart of See It Be It for many years and is central to the programme’s expansion.

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