Lourens's selection also speaks to a broader shift needed in the industry. Currently, only 24% of creative leadership roles worldwide are held by women. Her presence at Cannes is not only a personal win, it is a powerful reminder that more women deserve to be seen, supported and celebrated at the highest levels of creativity, says IMA. 

Representing IMA at the festival, Lourens joins a group of emerging talent from across the world in Cannes in June for a week of creative talks, learning and once-in-a-lifetime inspiration, says the agency.

In 2022, Lourens was awarded a Loerie in the Student category for her editorial piece (97%). IMA says that, entered under her own name through The Stellenbosch Academy of Design and Photography, the piece explored the emotional weight many women carry when moving through public spaces. It was honest, personal and powerful.

"To be recognised like this, and on a platform like Cannes, is something I never imagined achieving this early in my journey," says Lourens. "I hope this shows other young creatives, especially women, that we don't need to wait to lead. We are ready now. We belong here."

IMA says that within the agency, Lourens is known as the team's "Swiss Army Knife". She moves effortlessly between concept and design. She brings heart to everything she does, and her thinking always lands. One of her favourite quotes, by April Greiman, reads, "When you start believing that you are good at what you do, you become fearless."

"Michelle brings depth and care to the work," says Katherine Freemantle, Managing Director at IMA. "She is thoughtful, steady and creative in ways that lift the whole team. Her selection shows what happens when you trust young people and give them the space to grow."

IMA SA says it is proud to be a female-led agency with more women than men across its creative and leadership teams.

Supporting talent like Lourens is not a side project. It is integral to how IMA works. The agency says it is focused on building inclusive spaces, developing creative thinkers and challenging outdated ways of working. Its strength lies in how it nurtures young voices, especially women, and gives them the tools to lead from day one.

"Mich brings direction and focus to the process," says Jacques Laubscher, Creative Director. "Her insight makes the work better and encourages the team to dig deeper. She leads in her own quiet and calm way, and people follow."

IMA concludes that Lourens will share her experience with the people who have helped shape it, offering young creatives across the continent a front-row seat to the global creative stage.

Individuals are encouraged to follow her Cannes journey from Monday, 16 to Friday, 20 June on IMA's Instagram and LinkedIn pages, where her updates will offer a real look at the people, ideas and energy behind some of the most talked about work in the world.

For more information, visit www.ima.global. You can also follow IMA on LinkedIn, X, or on Instagram. 

*Image courtesy of contributor