Asmaa Nowbandi from AUD selected as the UAE representative for the 2025 Cannes Lions Roger Hatchuel Academy
The Roger Hatchuel Student Academy, founded in 2003—an initiative of the Cannes Lions Festival of Creativity—offers students interested in pursuing a creative path in advertising, a unique learning experience designed to help launch their careers. Selected students learn first-hand from the world’s greatest brands, creative minds, and industry leaders during the Cannes Lions International Festival of Creativity in Cannes, France.
As the official UAE representatives of the Cannes Lions Festival, Motivate Media Group and Motivate Val Morgan are thrilled to announce that Asmaa Nowbandi, a Bachelor of Fine Arts (BFA) student majoring in Visual Communication with a focus on Graphic Design at the American University in Dubai (AUD), has been selected to represent the UAE at the prestigious Cannes Lions Roger Hatchuel Academy 2025.
Asmaa was one of three finalists chosen from a competitive pool of 18 applications from across universities in the UAE this year. The other finalists, Dareen Issa from University of Wollongong Dubai and Maria Semaan from American University in Dubai, also received exceptional feedback from the Cannes selection panel. All applications were reviewed by the Roger Hatchuel Academy Jury Panel – a diverse mix of global experts from reputed educational institutions, the industry, and related creative fields.
Commenting on her selection, Asmaa said, “My interest and joy in arts and travel started at a young age and never stopped. My passion only grew, and I always knew I wanted to design and have part of my work require traveling to different places, trying new things, and working in diverse environments. With the news of my selection, I realized how important of a step I will be taking toward my future career plan. I am beyond grateful for the continuous support and guidance from my professor, Dina Faour, the university, and my family. It is a great honor to represent my country in the prestigious Roger Hatchuel Academy, and I look forward to making the most out of it.”
Dina Faour, Professor of Advertising, Department of Visual Arts at the American University in Dubai, shared her excitement, stating, “We are incredibly proud of our student for being selected to represent the UAE at the Roger Hatchuel Academy at the Cannes Lions Festival. This is an outstanding international educational opportunity where students get to learn directly from industry legends and award winners—seeing firsthand how they think, create, and set the standards for the year ahead. It’s an optimal learning experience that bridges theory and practice in a way no classroom can. At AUD, we take immense pride in our commitment to nurturing top creative talent; this marks our ninth year of representing the UAE at this prestigious academy—an achievement that speaks to the strength and caliber of our program. We are also thankful to Motivate Media Group, Motivate Val Morgan and to the Cannes Lions Festival; they all continue to elevate creative minds and help open doors to global opportunities.”
Ian Fairservice, Managing Partner of Motivate Media Group, added, “Congratulations to Asmaa Nowbandi from American University in Dubai for her outstanding achievement in being selected to represent the UAE at the 2025 Cannes Lions Roger Hatchuel Academy. I am sure Asmaa will make the most of this invaluable experience and return with fresh perspectives that will further elevate the UAE’s vibrant creative landscape.”
The Roger Hatchuel Academy class of 2025 will bring together 30 students from around the world for an immersive program that delves into the creative industry’s most pressing topics.
The Academy will run parallel to the Cannes Lions Festival from 15th–20th June 2025 in Cannes, France.
Motivate Media Group and Motivate Val Morgan extend their warmest wishes to Asmaa Nowbandi as she embarks on this transformative journey, and we hope her experience and learnings at the Roger Hatchuel Academy will create a positive impact and contribute to her future endeavors in the industry.
Cannes Lions has announced the 20 participants taking part in the 2025 See It Be It programme, representing 14 markets with Trinidad and Tobago and Venezuela included for the first time. Now in its eleventh year, the initiative aims to create a platform for women and non-binary people who face diversity challenges in the industry and enable them to become drivers for change in their respective regions by providing access to high-profile leaders, executive coaching, and mentoring opportunities with senior figures from across the industry.
Frank Starling, Chief DEI Officer, LIONS, said: “The See It Be It programme was established in response to the industry’s gender imbalance. Despite women representing 55.6% of adland’s workforce according to the 2024 IPA Agency Census, research from the Creative Equals states that only 24% of women globally are Creative Directors. As the industry’s gender gap widens, it’s more important than ever that we continue to provide global creatives with the tools to excel in their careers to help bridge this gap. This year, the programme received more than 1500 applications, showcasing its impact and the work put in by our impressive network of alumni. This collective continues to help grow our See It Be It community and pave the way forward for the industry. Congratulations to the 2025 cohort, and a big thank you to our alumni for all the work they do in furthering the impact of See It Be It.”
Taking place at the Cannes Lions International Festival of Creativity, between 16 and 20 June 2025, the programme includes mentorship opportunities and private masterclasses with industry leaders, as well as backstage access and session invitations tailored to each participant’s career goals.
The 2025 cohort will be supported by Mentor Atiya Zaidi, CEO & Chief Creative Officer, BBDO Pakistan, Pakistan, and Alumni Tutors Estefanía López, Strategy Director, Connections, TBWA\Chiat\Day New York, USA, and Nicky Lorenzo, Founder & Executive Creative Director, Twice on Sunday, USA.
Commenting on her appointment, Lorenzo said: “The ability to act as steward for this incredible cohort of immensely talented individuals is truly a privilege. See It Be It was – and continues to be – a driving force of inspiration, learning, and growth for me, and I hope to facilitate the same for this year’s cohort as they embark on this incredible journey. Now, more than ever, is the time to uplift women who deserve recognition and sponsorship.”
López added: “This cohort of incredible creatives honours the legacy of See It Be It and marks the first year of a new decade for the programme. It doesn’t get more iconic than this. Their voices will be pivotal in reshaping the future of our industry. As their tutor and friend, I look forward to helping them unlock their potential and realize that leadership isn’t about justification – it’s about owning your strengths and helping others do the same.”
Madonna Badger, See It Be It Chairperson and Ambassador, Founder/CEO/Chief Operating Officer, BADGER AGENCY, added: “As we celebrate 11 years of See It Be It, it’s clear that fostering diverse talent is no longer optional – it’s essential. This year’s cohort is a generation of creatives who aren’t just shaping the future – they’re redefining it with every bold idea and breakthrough. You’re proving that a more inclusive industry is not just possible, but unstoppable.
Through the pillars of negotiation, confidence, and resilience and adaptability, we will build together the tools to face any challenge with strength and grace. We can’t wait to see how you lead, inspire, and transform the industry. Your future is bright, and we are so excited to be in your star light!”
The 2025 cohort are named as follows:
Kyra Matthews – Associate Creative Director (Copy) from UAE & India has been selected as a participant at this year’s programme – where she’ll join 19 other creatives from various countries around the world.
Matthews is among the distinguished creatives who will benefit from this career-changing experience, reinforcing the UAE’s growing influence in the global creative landscape. This selection highlights the exceptional talent emerging from the region and presents a significant opportunity for Matthews to bring diverse Middle Eastern and South Asian perspectives to the international stage.
The Founders International Network will serve as the official media partner for See It Be It 2025. Stories from the cohort and the programme’s alumni will be shared via its podcast channel.
Further information on this year’s Festival can be found at canneslions.com.
