Every year in May, the Croisette transforms. Cannes becomes not just a celebration of cinema, but a magnet for beauty, branding, and bold moments — both polished and raw.
This year I covered the festival from the opening day through the closing ceremony. Days flowed from morning market screenings to late-night premieres. The Martinez Hotel pulsed as a hub — where one minute you'd spot a major director slipping out quietly, the next an influencer entourage staging elaborate photo ops on the stairs.
What struck me most? The contrasts:
Film lovers in vintage tuxedos grabbing burgers at McDonald’s between screenings.
Young content creators sneaking behind-the-scenes shots with the Martinez chefs.
A stylist from Elie Saab, off-duty, glowing in the sunset after a week dressing A-listers.
Conversations with true cinephiles — people who still come here for the films, eyes lit up after a 9 AM screening in Salle Debussy.
Cannes is both spectacle and substance. Yes, there’s curated glamour — but underneath, there’s still passion for storytelling. The camera sees both.
For brands, artists, and creators navigating this world: the opportunity is in embracing both layers — the beautiful surface and the authentic narrative behind it. That’s where lasting images live.
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