June, 2025.- As a shortlisting judge in the Design category at Cannes Lions 2025, Gerardo Ortiz, Co-Founder and Creative Director of Brands&People, reflected on what defines true design innovation today. “In a world where everything seems to have been done, innovation is about reimagining the familiar with relevance and originality,” he noted.
On the balance between aesthetics and functionality, Ortiz emphasized that “great design serves a clear idea—beauty must be in service of purpose.” Functionality, he added, is non-negotiable in award-worthy design.
Ortiz sees design as a strategic bridge between creativity and branding. “Design is not execution—it’s thinking. When aligned with strategy, it has the power to reshape entire categories.”Brands&People closed the festival with a Silver Lion for “Moctezuma – Cement Reimagined in Mexico,” an innovative campaign that reimagines a traditional product through a fresh, culturally resonant lens, showcasing Mexico’s strength in design-led brand transformation.
