I came to Vegas ready to gamble. Not at the tables, though I’ll admit I did turn one dollar into twenty before giving it all back like an idiot, but on myself. On creativity. On the idea that if you put me in a room with the best and brightest from around the world, I could hold my own. Turns out, that bet paid off in more ways than I imagined.

Ideas, I learned during London International Award’s Creative LIAisons program, don’t speak in languages. They don’t care about accents, passports, or time zones. When our ragtag team — Andrea García, Thamara Schmid, Jackson Elliott, Simon Pyson, Mariana Valentín Arenas, Simone Qian, Vedika Vohra, and Sollin Sæle — came together to crack the AKQA-led Disney and Westfield pitch, something clicked.

We built something bold, something phygital, and we won.

Against 12 global teams. That wasn’t just a win for the idea, it was proof to me that I can stand in the ring with anyone, anywhere.

The real jackpot, though, was the people.

The CCOs and creative leaders weren’t these untouchable gods. They were warm, open, generous. They gave us everything they had with no filters and no pretension. Alexandra Taylor’s session is going to live rent-free in my brain forever. Her 'horror stories' mantra, that the mess, the struggle, the doubt are actually signals you’re making something new, flipped a switch in me.

And look, if you’re a mentee heading into Creative LIAisons next year, here’s my unsolicited advice: keep your mind open, introduce yourself to everyone, and don’t shut up. Put your point of view forward. Ask questions. You’re not bothering anyone because these icons want to talk to you.

As for the industry? F*** (with) AI. Don’t get left behind, but don’t outsource your brain either.

Use it like the power tool it is. And remember, craft is back, big time. The Suzuki Index campaign might have a name I don’t love, but damn, the execution is beautiful. The CCOs hammered home one truth when I asked about red flags. It’s not about avoiding mistakes, it’s about showing green flags in your folio. Flex your creative muscles everywhere, surprise people, make them grind their teeth and mutter,“f***, wish I had done that.”

That’s a winning folio.

Vegas took my roulette winnings back, but I walked away with something better. More passion, reinforced confidence, and hunger that refuses to shut up. The bet isn’t over, and I'm all in. 

Siddharth Kumar works with One Hand Clap and was one of two winners of a competition Manifest hosted earlier this year for LIA Creative Liaisons.

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LIA Creative Liaisons 2025: In the city of chance, I'm betting on creativity