Creativity, Risk, and the Future of Advertising

Lily Cocetta began her career with a passion for art, eventually discovering branding and advertising while studying at OCAD. What drew her in was not just graphic design, but the challenge of creating insightful campaigns that connect emotionally with audiences.

She explains that successful advertising is about finding the “aha” moment — a fresh perspective that makes people see a product or brand differently.

Why Great Marketing Requires Risk

One of Lily’s strongest beliefs is that great branding comes from taking creative risks. According to her, brands that play it too safe often become forgettable.

She reflected on an award-winning campaign for Lysol Canada that challenged industry norms at the time by featuring an ethnic cleaning woman in a positive and authentic way. While some worried the idea was too risky, the campaign succeeded because the team believed in the concept and stood by it.

“The more different and insightful you are, the more people notice.”

Lily also noted that agencies in Europe and Asia often take bolder creative approaches than North American agencies, which she feels have become increasingly conservative.

The Problem With “Safe” Advertising

A recurring theme throughout the interview was Lily’s concern that modern advertising has become too cautious.

She describes much of today’s marketing as:

“Very beige.”

In her view, brands are so afraid of offending people or making mistakes that many campaigns now look and sound the same. Combined with shorter attention spans and the decline of traditional TV commercials, this creates an even bigger challenge for marketers trying to stand out.

Her advice is simple:

• Don’t blend in.
• Find a unique voice.
• Create ideas people remember.

Creativity Thrives Around Other Creative People

Lily believes collaboration is essential for creative growth. While remote work may benefit experienced professionals, she worries that younger creatives lose valuable opportunities when they work entirely from home.

She explained that creativity often comes from spontaneous conversations, shared feedback, and simply being surrounded by talented people.

“The more talent you’re surrounded by, the more talented you become.”

For creative teams to succeed, she says personalities matter just as much as talent. Teams work best when people are supportive, collaborative, and willing to help build each other’s ideas rather than compete for credit.

AI, Trends, and Staying Inspired

Like many creatives today, Lily is experimenting with AI tools and sees both the excitement and danger in them.

She believes AI can dramatically speed up creative work, especially for smaller agencies with limited resources. However, she notes that success still depends heavily on learning how to write effective prompts and understanding the tools deeply.

To stay inspired, she regularly studies:

• International advertising campaigns
• Award-winning creative work
• Trends emerging from Europe, India, and Asia
• Industry award shows like Cannes Lions and Communication Arts

Rather than blindly following trends, Lily looks for creators who are starting trends instead of copying them.

What Makes a Great Campaign?

One of Lily’s proudest achievements was working on campaigns for Nike Women’s in Canada roughly 25 years ago. At a time when women’s sports received far less marketing attention, the campaigns resonated strongly with audiences and earned industry recognition.

She says the key to a successful campaign is understanding the audience deeply and creating work that makes them feel understood.

“You get me.”

For Lily, that emotional connection matters more than awards. While recognition is rewarding, the most meaningful success comes when people genuinely remember and connect with the work.

Final Takeaway

Throughout her career, Lily has remained committed to one central belief:

Creativity should challenge expectations, not simply follow trends.

Whether discussing leadership, branding, or AI, her message stays consistent: the best ideas come from curiosity, collaboration, and the courage to stand out.