Cannes Lions 2017: Immersive Worlds

In a wide-ranging chat with Global Creative Director UK Mark Whelan, narrative designer Alex McDowell and Universal Music Group recording artist Lang Lang explored the creative process, sources of inspiration and the briefing process. “For me, the client in a film is the narrative,” said McDowell. “A director understands their framework is the way in which the narrative plays out. Our job is to frame that narrative.”