Creative LIAisons Day 4: Inspiration, Humour, Gamification and Non-Traditional Thinking

Day 4 of Creative LIAisons in Las Vegas opened with another roll of the dice for its next-generation creative leaders, but this time the odds were stacked with inspiration. From morning to late afternoon, the programme continued its run of headline-worthy talks, giving attendees a once-in-a-lifetime opportunity to learn directly from the creative minds shaping the future of advertising. Each session revealed a different way to elevate ideas and careers, cementing why Creative LIAisons is one of the industry’s most coveted learning experiences.

Rey Tiempo Shares His Gamification in Advertising Cheat Codes

Gaming has become the world’s most dominant entertainment platform, overtaking film, TV and music combined. Rey Tiempo, Chief Creative Officer of Minotaur Manila, and one of APAC’s most respected gaming voices, urged attendees to unlock its potential for brands. In a high-energy session, he unlocked how advertising’s own drive for excellence can fuel groundbreaking gamified ideas that enhance, rather than interrupt, the gaming community’s experience, including his latest genre-bending project bringing the industry’s top creatives into video game worlds.

Says Tiempo (pictured below): “You don’t have to be a gaming expert. Listen to the Gen Z gamers on your team, even if they’re juniors. They’ll show you the way in.”

Chris Smith on Finding and Selling with Humour

Chris Smith (pictured below), Principal and Chief Creative Officer of Plot Twist Creativity Dallas (and this year’s Creative LIAisons Moderator), drew from his improv and stand-up background to show how humour and spontaneity can transform both the work and the pitch. He explained how inviting clients into the creative process during the presentation, rather than performing for them, helps them feel ownership of the idea. Smith also tackled imposter syndrome head-on, reminding the room that no level of seniority makes you immune.

“Whether you’re a junior creative or a global CCO, imposter syndrome hits us all,” Smith reassured. “Use it as your angel, not your devil.”

Inside the Playbook for Next-Level Non-Traditional Ideas

How do you create ideas so new they can’t be labelled? Non-traditional jury members Courtney Richardson (Droga5 New York), Marjorieth Sanmartin (Philipp und Keuntje Hamburg) and Matt Murphy (72andSunny), together with jury president Marco Venturelli (Publicis Conseil / Publicis Groupe France) unpacked the thinking behind iconic non-traditional work. Together, they dissected the process behind some of their most iconic non-traditional campaigns, and answered questions that covered everything from the need for doing what’s fresh at a time when AI-driven creativity fills the landscape with more of the same, to tips and tricks to sell non-traditional work to clients.

“Don’t frame an idea around why you think it’s cool,” the panel advised when asked how to sell non-traditional ideas better. “Frame it around how it gives your client an edge. You could even show them the possibilities by mocking up a case film.”

Matt Watson on Unleashing Creativity From Within

Matt Watson (above), Chief Creative Officer at Sips & Bites & PepsiCo EU, lifted the curtain on how he turned an in-house agency from zero to “Agency of the Year” with over 50 global awards in five years. Watson showed how leading with culture, empowering collaboration and celebrating effort can transform even a corporate giant into a creative powerhouse. In his engaging dialogue with the audience, Watson shared how a human-first approach that puts people at the centre of everything, from talent development to ideas and executions, gives teams the tools, trust and ownership to grow.

“Sometimes you have to fake it till you make it,” Watson says. “Even if you’re not there yet, show your teams and clients what success could look like so they’ll take the leap.”

Jury Presidents Share How to Make Your Case

The right case film can mean the difference between taking home a LIA Statue or leaving empty-handed. In this session, three jury presidents – Stephanie Berman (The Bloc), Steve Martin (Syneos Health) and Lauren Naima (Eversana Intouch New York) – revealed how to give your entry a fighting chance. They urged creatives to plan early, frame your problem and idea clearly and simply in the first 30 seconds, highlight unexpected innovation, craft every detail, back it with credible data and cultural relevance, and leave jurors feeling something undeniable.

The jury presidents left the next generation of LIA Statue winners with the following parting advice: “Jurors have to sift through hundreds of case films. To ensure your idea stands out, don’t just tell it. Sell it.”