Dentsu Creative Melbourne art director Kean Szczur is representing Australia at the 2024 LIA Creative LIAisons program in Las Vegas, featuring some of the world’s most respected creative directors as speakers. Here, Szczur reports exclusively for CB.
After half an hour of staring blankly at my screen from a bustling airport terminal, I’ve finally cracked the code on summarising the whirlwind adventure that was LIA week. How exactly do you condense a few awe-inspiring days that felt more like a creative pilgrimage? Buckle up for the trip report.
Day two: the Creative LIAisons were whisked away to the desert to take in the Seven Magic Mountains by Swiss artist Ugo Rondinone. Fresh air, neon boulders, and a dash of creative enlightenment set the tone for the days ahead. Back in civilisation, day two kicked off with speakers like Bianca Guimaraes and Toan Nguyen dropping gems. The overall message? Creative success isn’t about “selling” an idea—it’s about nailing what you want to say and framing it around solving the client’s real problems. It’s about getting your head right, even if that means flipping your perspective.
By the next day, many LIAisons were sporting the classic Vegas look: bleary-eyed but ready to go. Twelve groups, ten creatives each, were handed a brief from Super Plastic, the reigning champ of vinyl figures and digital celebrities. Our mission? To conjure up a new character and universe with a viral TikTok-worthy video in less than six hours. And let me tell you, the work presented? Jaw-dropping. Every LIAison flexed their creative muscles, proving they were chosen to be here for a reason.
Thursday brought us into the inner sanctum—the judging rooms. Watching award-winning work dissected by a group of the world’s sharpest creative minds was a masterclass in itself. Judges didn’t just bring expertise, they brought fire. Watching them debate, argue, and sometimes unanimously agree was a rare insight into what it takes to win.
Fresh from the Creative Colosseum (aka the judging rooms), we swapped work mode for party mode at the LIAisons and jury networking party. Between the free pours (seriously, what’s a “standard drink” here?) and letting loose, we had a blast chatting up the judging panel. Valuable connections were made—with our hair down, of course.
The final day arrived, and sunglasses indoors became the unofficial uniform, with Gatorade and electrolytes being the drink of choice. More speakers took the stage, including legends like John Mescall, Sue Murphy, and Susan Cradle. The buzz in the room was palpable as they reminded us why we do what we do. John Mescall nailed it when he said, “Creativity scares the hell out of most people.” And that’s why we’re here: to push back against the tide of the ordinary and bring forth something extraordinary.
Beyond all the professional wisdom, the real gold of being a LIAison was the people. In five days, I met individuals who weren’t just colleagues—they’re the kind you’d invite over for wine and deep, rambling conversations. These folks reignited my passion for this crazy industry and reminded me that, yes, being a creative might just be the best job in the world. The future of creativity is certainly looking bright, even as I stare down the barrel of a 16 hour flight…
