Our Big Indie takeaways: What we learned at Camp Cannes 2025.

After five days of sun, suitcase chaos, and seriously smart conversations, Camp Cannes 2025 has officially wrapped. And we’re heading home with full hearts, fresh notebooks, and maybe a few inside jokes involving casseroles and crikeys. BarkleyOKRP and MissionOne Media came to the French Riviera to make noise, spark conversations, and fly the Big Indie flag. Mission accomplished.

Across the week, our crew showed up loud and proud. CEO Katy Hornaday reminded us that authentic connection is the currency of Cannes — from deep talks with powerhouse female leaders to head-turning brand meetings that confirmed our momentum as a modern, full-service indie. President Nate Swift’s first trip to Cannes underscored a powerful industry truth: Advertising as entertainment is back (or maybe it never left). And the brands winning hearts are the ones embracing creators, storytelling, and pop culture relevance like never before.

Sean Corcoran, president of MissionOne Media, spotted something more profound in the sea of sessions: optimism. We saw clients, creators, and partners leaning into collaboration with curiosity, excited about what’s next, and not paralyzed by what’s changing. 

The work this year delivered, too. Whether it was Google’s “Impossible Ad” challenge (where we built a full AI-powered radio station, The Fizz FM for Slice’s relaunch), Vaseline’s “Verified” identity play, or Nutter Butter’s gloriously unhinged social experiment, one thing rang true: the best ideas are rooted in human truth and built with bold, cross-functional teams who move fast and think weirder. Cannes rewarded smart, scrappy, brand-building work — the kind that’s in our sweet spot.

If there’s one takeaway from Camp Cannes, it’s this: creativity and collaboration still win. Especially when powered by curiosity, driven by humanity, and unafraid to zig where others zag. Returning to the Midwest (and our rightful wardrobes), we’re bringing back more than tan lines and tote bags. We’re bringing back momentum, clarity, and assurance that we’re on the right path.

The Big Indie movement isn’t just a positioning. It’s a promise: to create gravity for brands by connecting bold ideas with modern consumers. Faster, better, and with more soul than the machines ever could.

See you next summer.
Or hopefully sooner.

Check out our Camp Cannes 2025 content here. Listen to our daily recaps on the Camp Cannes Roll Call podcast here..