Act In Cannes

/Unselected pitch for a request for proposal (RFP)

To celebrate the 25th anniversary of ACT Responsible for their annual exhibition in Cannes, we designed an art direction centered around the power of the Gaze.

Here, the concept carries a dual meaning. First, it acts as a memory: observing and capturing a quarter-century of purpose-driven advertising while remaining firmly focused on the future. Second, it becomes a mirror: a silent vector of empathy connecting the drivers of change. This gaze shapes the universal language of a community united in defending our social and environmental values.