Jean Lin gives the inside track on Cannes in Craft Jury Insights & Cannes Lions TV interview
Jean Lin, Isobar Global CEO and this year’s Cannes Lions Digital Craft Jury President, said that “the power of craft is craft with purpose” and called for people to “be brave to push boundaries to set a new standard” in a packed seminar at the Palais and Live on Cannes Lion TV.
She shared how the Jury, following a tense 3 hour discussion, awarded Isobar’s Aeronaut VR work for William Patrick Corgan with the Digital Craft Grand Prix. She also gave a glimpse into the jury room process, where she was excluded every time Isobar’s work was discussed.
In Insights with the Jury, a panel to discuss the jury experience and the work that won, Aeronaut was described by jurors as a “piece of defining work for the this industry" and that they “loved the technical artistry, the volumetric capture. It was interactive, it was social. The technology was almost invisible”.
Explaining the power of the craft in the Aeronaut VR work, Jean said, “Digital craft is at its best when it augments humanity. It uses sophisticated technological artistry to be intuitive, and almost invisible. The work wowed the jury with its masterful craft and its use of innovative technology to elevate a music video into a powerful multidimensional artwork.”
Jean revealed that, “A lot of work submitted to Cannes Lions pushes craft too far for the drama, which trades authenticity in the process. This work isn’t as impactful. Always think about how your audience will react to it. Craft with purpose is the key.”
The authenticity of craft plays a key role when creating impactful and purposeful work. Today’s omni-channel world demands businesses and brands to be authentic to truly engage consumers. Jean shared, “In all cases, authenticity is always more important than perfection.”
For agency teams and brands alike, Jean had some key pieces of advice, “Craft is a critical component of creativity. Work that uses data, technology and design to connect people to the soul of a great story, in ways that are inspiring, intuitive, and almost invisible, will be successful.”
You can watch the interview through the Cannes Lions Digital Pass, available here.