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)As the official UAE representatives of the Cannes Lions Festival, Motivate Media Group and Motivate Val Morgan have announced 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.
The Roger Hatchuel Student Academy — founded in 2003 and an initiative of the Cannes Lions International 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.
Ian Fairservice, Managing Partner of Motivate Media Group, said, “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.”
Nowbandi was one of three finalists chosen from a competitive pool of 18 applications from across universities in the UAE this year. 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, Nowbandi 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,” she added.
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.
The Roger Hatchuel Academy class of 2025 will bring together 30 students from around the world for an immersive programme that delves into the creative industry’s most pressing topics. The Academy will run parallel to the Cannes Lions Festival from 15th to 20th June 2025 in Cannes, France.
Dina Faour, Professor of Advertising and Dean of the Department of Visual Arts at the American University in Dubai, said, “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.”
Faour added, “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.”
In a statement shared with Campaign Middle East, Motivate Media Group and Motivate Val Morgan extended their warmest wishes to Asmaa Nowbandi as she embarks on this transformative journey, sharing their hope that her experience and learnings at the Roger Hatchuel Academy will create a positive impact and contribute to her future endeavors in the industry.
