Split into three parts, 'Director', 'Writer' and 'Producer', Hermman Vaske outlined how being creative can mean many different things to different people, as demonstrated by his choice of guests.
Vaske asserted that there is no one way to be creative, but sees seven key influences underpinning it: heritage, destiny, ambition, sexuality, rebellion, fear and immortality. He invited Joe Pytka, Jurgen Knauss and his son, Jan Knauss to the stage to discuss their individual and generational interpretations of creativity. This talk was littered with iconic footage, sound and nostalgic references, dominated by a pop-culture theme; it was moving and artistic with no ounce of data in sight. The main takeaway centred around exploring your inner-self, discovering your values and pushing work out that demonstrates what you believe in… and heck why not ride the pop culture wave to gain traction! Observe the world for signals and then pioneer new cultural norms to realise why you became a creative.
Talks and work from the 2017 Festival will be available on the Cannes Lions Archive.