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The ‘See It Be It’ talent programme was founded in 2014 by Cannes Lions with the mission to achieve equal gender representation of creative directors and leaders across the global industry. Over the past 9 years, we’ve elevated a worldwide community of 100+ female and female-identifying creatives - positively impacting the gender representation we set out to equalise.
Each year the ‘See It Be It’ alumni group has amassed additional cohorts which have grown and mobilised the community. This expansion has created a movement and achieved the ripple effect of women embodying the programme in their everyday lives, bringing learnings back to their local agencies, communities, and countries.
Our mission statement at LIONS is ‘Progress Through Creativity’, fused with our statement of purpose at ‘See It Be It - ‘to achieve equal gender representation of creative directors and leaders’, commits to a powerful and balanced creative future for all.
Looking ahead, we’re excited to announce additional talent schemes and opportunities for marginalised communities who may otherwise be overlooked or underrepresented in the broader creative and marketing industry.
We are delighted to launch the See It Be It Hub - a global community bulletin board. This digital gathering place is for resource sharing, event announcements, and finding like-minded creatives with a passion for inclusivity and equality. We hope it empowers you to reach out to other female and female-identifying go-getters and source allies, mentors and prospective creative prodigals.
Tescia Deák is an award-winning Creative Director currently working at TBWA\Chiat\Day LA. She has made TikTok Period Dramas, an OOH campaign on trash bags, fine art you can touch, a more equitable internet, a Coverboy, a rug for CB2, and a 06-second film that debuted at Sundance.
She is a multi-disciplinary artist and thinker. She loves the challenge of solving a big problem with a big idea — enough to make a positive impact.
Tescia was part of the 2020/21 See It Be It cohort. She says, "Although we had an odd introduction to the SIBI program in my year 2020/21 we had gained so much because we have developed global relationships with our group that are deeper than spending one week together. Don’t get me wrong though, I am so looking forward to our time at Cannes Lions this coming year. I changed agencies this year and have since been thriving, finding my own path, having autonomy, and feeling more respected for my opinion than ever before."
In her spare time, Tescia works on projects that support a more equitable world. She started the Los Angeles Chapter of Period.org and has since brought them into Chiat LA.
“Inadequate access due to menstrual products being limited & expensive. In the US, 64% of menstruators reported difficulty affording products. We’re not living in a period piece, so why are periods?”
"With Dole Sunshine Company, we unveiled the truth behind everyday trash to fight food waste. We created an OOH campaign for “Malnutrition Facts” on dumpsters, and garbage trucks."
"Laurel Stark and I, cofounded Mentorship Matchmaking, which is simply a space for connection and the spark of some lasting and career bolstering relationships."
What podcast are you listening to at the moment?
The Bad Podcast — a raw and unedited chat with Brian Revels and Amelia Herring talking about the bad, the ugly, and the good of advertising (tune in for my session this November).
It’s Only f*cking Advertising with Aaron Starkman, always fun to listen to on a long drive when you are trying to escape advertising. It’s an obsession.
Girls Gotta Eat with Ashley Hesseltine and Rayna Greenberg focuses on self-care, relationships, sex and fetishes, and the power of feminine energy and collaboration.
Can you recommend any books that have helped you on your creative journey?
Lama is currently an Associate Creative Director at Leo Burnett Beirut. She has 10 years of industry experience. During this period she has worked on international P&G accounts and local brands. Her portfolio comprises multiple globally recognized campaigns, including Abaad’s “Safety For Safe Keepers- Baklava got legs” (Gold Cannes Lion, Grand Prix for Good, 2 x Gold in Entertainment and Film, and a Bronze in Digital Dubai Lynx 2021) and Abaad’s “#LockdownnotLockup” (Silver in Media, Dubai Lynx 2020).
Lama ranked Copywriter #5 worldwide in the Directory Big Won Rankings 2016 and ranked #9 in the B&W Report, 2017. In July 2018, She was selected to be a delegate of the Cannes Lions ‘See It Be It’ Program. In November 2018, she made it to the Next Creative Leaders 2018 winners list.
Lama says, “After attending SIBI, I had this “ok, now what?” moment. I knew that there were so many aspects that I needed to work on. I was armed with inspiring yet practical advice, encouraged by powerful top female leaders in the industry. For once, I had female role models to look up to. And the connection with the rest of the girls, this solid network that we built from different corners of the world was priceless. I remember writing an article that I entitled “SIBI, you incited me to slay that beast” because indeed this career-changing experience taught me what it means to set my intentions, what it means to have gratitude and resilience, to know my inner worth and make space for it and to tame and shut down my inner critic.”
Check out this campaign: “Safety” created for Safekeepers for Abaad
Listen to this podcast: Glennon Doyle’s “We Can Do Hard Things”
Read this book: “How Women Rise” by Sally Helgesen and Marshall Goldsmith
Check out these recommendations from women around the world of their inspirational, must-consume podcasts and books that give them the fire to forge forward.
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