How much does your environment shape who you become?

In this episode, we explore the journeys of two women from very different cities in the 2025 Cannes Lions See It Be It cohort. Creative Director Tuere Kareem and Creative Copywriter Érika Moreira share how identity and resilience have shaped the paths they are on today.

Tuere's story is rooted in Port of Spain, Trinidad & Tobago, a Caribbean hub driven by the oil and gas industry, and in a family tragedy that deepened her connection to self and community. Érika's journey traces back to 1958 Brazil, and her path to identity reflects the city's complex history.

Tune in to hear how Tuere and Érika navigate their communities and gain actionable insights on building groundedness, resilience, and creating opportunities in advertising and beyond.

This episode was produced by Hauwa Otori with help from Osheiza Otori. Music composed and sound design by Kevin Edwards.

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