At a time when artificial intelligence threatens to flatten the creative landscape into algorithmic sameness, Saatchi & Saatchi reminds the world why human connection still lies at the heart of great storytelling.
Unveiled at this year’s Cannes Lions, the 2025 New Creators Showcase shortlist honours a fresh wave of filmmakers and behind-the-scenes visionaries shaping the future of film, music video, advertising, and animation.
But more than just a talent reel, this year’s edition marks a milestone — the 35th anniversary of a showcase that has quietly, consistently nurtured the next generation of creative greatness.
“The 2025 New Creators Showcase is celebrating its 35-year relationship with new creators by exploring the most powerful creative relationships they have with their collaborators,” said Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi.
“Whether it’s a particular alchemy with a producer, a DoP, a composer or a client, it’s these trusted partnerships that enable a creator to take risks, make mistakes and do things that have never been done before.”
The Power of Partnerships
What sets this showcase apart isn’t just the talent on display, but the ethos behind it — a recognition that great work rarely comes from isolation.
Whether it’s the trust between a director and cinematographer, or the creative shorthand developed over late nights in edit suites, the showcase celebrates the intangible, human magic that fuels originality.
This year’s curated selection features a stirring mix of voices, styles and cultural backgrounds.
The shortlisted creators include Billy King, Saman Aminzadeh, Luna Carmoon, Louise De Nexon, Jonny Look, Lea Thurner, Above Ground, David McShane, Lauren Maya Davis, Shona Heath, Tanner K Williams, and Caleb Femi — a cohort that collectively blurs the lines between commercial craft and personal expression.
Each creator brings a unique lens to the table, yet they are united by one thread: their ability to build something transformative with others.
In an era obsessed with individual genius, this celebration of collaboration feels not only refreshing but necessary.
A Love Affair with the Industry
In conjunction with the shortlist, Saatchi & Saatchi premiered a touching short film aptly titled, “A 35-Year Love Affair.”
Equal parts retrospective and homage, the film chronicles the evolution of the showcase since its debut in 1990, when it first started as a platform for spotlighting breakthrough directors.
The film captures the emotional undertow of creative camaraderie, the behind-the-scenes friendships and loyalties that quietly sustain the big moments we see on screen.
It’s a poetic tribute to the industry’s invisible glue — the bonds that hold stories together.
What This Means for Malaysia
For the Malaysian creative community, the New Creators Showcase offers both inspiration and aspiration.
As local agencies and content creators look to punch above their weight on the global stage, the Showcase’s emphasis on long-term creative relationships offers a valuable reminder: chemistry isn’t just a bonus — it’s a strategy.
In a market like Malaysia, where emerging filmmakers and storytellers often operate in tight-knit teams, this recognition of collaborative strength feels particularly resonant.
Many of our best brand films, viral campaigns and social storytelling efforts come from these micro-ecosystems of trust and experimentation.
As the reels roll at Cannes and global audiences get their first glimpse of this year’s creative class, Saatchi & Saatchi’s Showcase continues to serve as a beacon for those who believe that meaningful work starts with meaningful relationships.
And in doing so, it poses a quiet challenge to all of us — not just to recognise talent, but to invest in the relationships that help that talent soar.
After all, the next groundbreaking campaign might not come from a solo spark of genius, but from a conversation, a compromise, or a shared cup of coffee.
