07/11/2013 10:45 am ET Updated Sep 10, 2013

Cannes Lions Shingerview With Darrell Whitelaw, Partner, Siberia

Darrell just started a new company called Siberia. Siberia calls to name images concepts of isolation and despondence, but perhaps they see it as endless white space -- to keep with the marketing parlance.

So what does a designer want to do with endless white space? Create, of course. A designer by trade, Darrell is most excited about the need for technology and creativity to work together to deliver "consumable" experiences and services. Because even if design isn't core to your products functionality, isn't it the best way to get people engaged?