Creative Leadership

I’m Hannie Waldron.
I simplify complex ideas. shape creative direction. just make it work.

I lead creative across brands and teams, bringing clarity to complex ideas and turning them into campaigns and experiences people notice and remember. I care about the details, the direction, and making sure it does what it’s supposed to, and looks good while doing it.

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How I work

Less noise. Clear direction. Better outcomes.

Strategy

Set the goal, shape the direction, and make decisions grounded in data, not just instinct. The best work doesn’t happen by accident.

Leadership

Build and lead teams that do great work, with clear direction, strong collaboration, and the space to develop strong ideas.

Execution

Take ideas out of slides and turn them into real work that can scale across campaigns, environments, and experiences.

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Portfolio highlights

Experiences

FreeWheel Beach at Cannes Lions, 2026

A reimagined Cannes Lions experience designed to create more meaningful conversations between FreeWheel, its clients, and industry leaders.

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Role

Creative Direction, Brand Design, Environmental Design, Digital Experience, and Social Design

Overview

For 2026, FreeWheel reimagined its Cannes Lions presence around a more curated, invitation-based experience. The goal was to create an environment that encouraged deeper conversations, stronger client engagement, and more intentional connections throughout the week.

The challenge was rethinking the space and every supporting touchpoint to reflect this new direction. Environmental graphics, digital experiences, event communications, and campaign assets all needed to work together as a cohesive brand experience.

Approach

Developed a creative system that unified environmental graphics, digital experiences, thought leadership, and event communications under a single visual language.

Focused on creating an experience that felt intentional, premium, and distinctly FreeWheel while remaining flexible enough to support evolving content and programming throughout the event.

Impact

1,639
attendees across the week

229
client meetings scheduled

77K
social engagements

Experiences

Comcast Advertising at IAB NewFronts

A large-scale live event supported by a high volume of creative, designed to feel cohesive across every touchpoint from stage to activation.

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Role

Head of Design, leading visual direction across event creative, stage content, and supporting materials. Oversaw design execution across a high volume of deliverables and partnered closely with marketing, events, and cross-functional teams to ensure consistency across the full experience.