OPUS X Cannes Lions

Cannes was a blast.

This year, OPUS brought an unforgettable delegation to the Riviera, hosting conversations, collisions, and a few cold drinks at the OPUS Villa.

As one of Rowena Humby put it, “The energy was next level, the setting was unparalleled, and it was a joy connecting with many of the greatest and best in the industry – both longtime partners and new.”

From intimate villa sessions to recording podcasts and discussing the future of the industry with Google, Meta, and Pinterest, the week was filled with the kind of off-the-record moments that spark real momentum.

“Despite all the AI talk – or maybe because of it – we connected more deeply, exchanged ideas, and celebrated creativity and creators,” said Jenny Tsai. “There was a genuine interest to meet, learn, and share.”

It was a reminder of why we show up. And why founders belong at the centre of these conversations.

Why Cannes Lions Matters More Than Ever (and What Founders Should Really Take From It)

Cannes Lions has never just been about awards. Not really. It’s where global brands, creatives, media empires, tech giants, and now, increasingly, founders converge. To trade ideas, test narratives, and shape the cultural capital that drives markets.

What we saw confirmed what we already knew. Founders are no longer orbiting the creative industries. They are the creative industries.

The Rise of Creator-Founders

Ilona Logvinova ****captured the mood perfectly: “Ultimately, it’s about human connection.” Creators are no longer waiting for brand deals. They are building platforms, raising capital, and launching products with cult-like momentum.

We are seeing this everywhere across OPUS. Founders are thinking like creators, turning storytelling into strategy. And creators are turning into founders, using trust and community as their launchpads.

In this ecosystem, influence is not just about reach. It becomes a lever for revenue, credibility, and strategic power.

Cultural Fluency Is a Founder’s Edge

Scott Fisher said, “If you can’t beat them, join them.” The most forward-thinking brands are no longer borrowing culture. They are embedding inside it. From co-creating with tastemakers to acquiring entire communities, they are learning that cultural fluency is now business-critical.

For early-stage founders, this is a signal worth paying attention to. Whether you are building in SaaS, consumer products, or biotech, the ability to move people emotionally is becoming just as important as the ability to move product.

It is not about turning your company into a media brand. It is about understanding that emotion drives attention. Attention drives opportunity. And attention, when earned rather than bought, drives real value.

Founders Need to Watch the Blur

Cannes this year made it clear that the old categories are blurring. CMOs are stepping into investment roles. VCs are partnering with musicians. Media companies are acquiring product startups. No one is staying in their lane because the biggest wins are happening in the overlap.

This is something OPUS has always believed. Founders are not just operators. They are taste-makers, brand architects, and cultural analysts. The ones who win are the ones who can combine commercial clarity with emotional intelligence.

That is why we are building a global network of value creators who do not fit in any single category. They move across sectors, shape new spaces, and play with the edges of what business can be.

So, What’s Next?

Cannes is not about yachts or panels. Not really. It is about being at the right pool party at the right time. It is where future markets begin with conversations over frosé.

And while some of the hype fades as quickly as the banners along the Croisette, the deeper signals remain:

• Creativity is no longer decoration. It is direction.
• Community is not a buzzword. It is distribution.
• Narrative is not a nice-to-have. It is leverage.

We left Cannes more energised than ever to back the builders who understand these truths. Those who blend art with precision. Who lead with point of view. Who build things that move people before they move units.

The next generation of iconic companies will not come from spreadsheets alone. They will come from cultural conviction.

And OPUS will be right there, backing them.

Want to be part of it in 2026?

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You will not want to miss it.