Alex Reid’s Cannes Diary #2: “Somewhere between glam and existential”
Amplify Co-Founder and Director Alex Reid returns with his latest report from Cannes. Between rosé-fuelled chats and branded madness, Reid manages to find a moment of calm – and Seal.
Day 3 and I’ve officially stopped converting euros into Australian dollars. It’s liberating. €6 for a coffee? Bargain. €28 for a salad? Makes sense now. I’m looking forward to the moment Finance says, “You spent how much on a salad?” and I just whisper, “Growth mindset.”
Speaking of unnecessary acquisitions, I’ve proudly secured a Meta canvas bag and sunscreen — alongside three other canvas bags and a growing collection of swag I don’t need and probably didn’t want. Most of it will be quietly gifted to staff or left in a hotel room like a trail of misguided ambition.
Cannes itself? Stunning. Truly. I’m sure Cannes is beautiful when it’s not being overrun by everyone here. And I’m sure the people of Cannes are much friendlier when their city isn’t clogged with advertising folk loudly networking over €18 spritzes and trying to turn every inch of the city into a branded content activation.
Today’s panels were once again all about bravery — bold ideas, bold storytelling, bold clients. But the deeper thread running through everything is this: the brands that are landing aren’t the ones yelling “brave” the loudest. They’re the ones willing to be curious, open, and just admit they don’t have it all figured out. In 2025, that’s the actual flex.
On the creator front, I’m told there’s noticeably more buzz this year. The median age of attendees has apparently halved, and creators are getting name-checked more than ever — but let’s be honest, creators are still mostly the accessory. The real Cannes crush remains big-budget, glossy TVCs and sweeping global campaign bravado. It’s a cocktail of nostalgia and spend. Creators may be the muse, but TV still gets the money and the standing ovation.
Now, let’s talk about Michelle. I’m not here in Cannes alone — Michelle, our Global Creative Director at Amplify, was selected to be part of the Cannes Academy this year, which I’m genuinely proud of. Huge moment. She’s brilliant, and she deserves to be here. That said… I haven’t seen her in three days.
She’s been far too busy — surrounded by a rotating cast of new Cannes besties, collecting wristbands like Pokémon cards, and swanning around with more lanyards than I’ve had meals. At this point, I’m not sure if I’m uncool, uninvited, or just invisible.
But today, finally, was my moment. Michelle found time. She asked if I wanted to have dinner, picked the place, and ever so casually let me know they take American Express. Her subtle way of saying, “Please buy me dinner, my corporate card has been maxed out”? Or maybe she just missed me. Either way, I paid.
But in all the branded noise, I found some genuine meaning today. I attended a talk hosted by Collins House (via Collins Agency) at Château Les Alouettes with Amplify Chairman Clive Burcham. Dave Ohana, an Australian now working with the UN, shared his story about winning his first pitch and using creativity to spark real change. It was relaxed, elegant, rosé-fuelled, and best of all — didn’t require a wristband. For a rare moment, it all felt calm. Clear. Human. Like I’d found a little slice of Cannes that made sense. To say thanks to Clive for the invite, I took him for an ice cream at Meta Beach, fair trade.
The night wrapped poolside at the Carlton Hotel for the TikTok APAC networking drinks. I chatted with the TikTok team and some Southeast Asia partners — all of us pretending not to be completely rattled when Seal appeared as the surprise speaker. Yes, that Seal. Three rosés deep, one wristband short of cool, I absolutely did not ask for a photo. I simply nodded, like this was all perfectly normal.
So that’s Day 3. Somewhere between glam and existential. There’s still a lot of shouting, still too much linen, but somewhere underneath it all is a clear message: the people who win here aren’t the loudest or the flashiest. They’re the ones who stay open, stay curious, and stay cool enough to survive in long pants.
