AD PRO LIVE | Grow Your Business

The Road to AD100

Three AD100 2025 debuts share the path that got them into the pages of AD—and the lessons learned along the way

Being named to the AD100—AD’s list of the world’s leading talent—is a professional milestone that can make a designer’s career, opening the doors to new, high profile clients, brand and licensing deals, and a closer relationship with one of the world’s top magazines. In this one-hour virtual event, AD100 2025 debuts Heidi Caillier, Little Wing Lee, and Ross Cassidy open up about the paths that got them into the pages of AD, share the lessons and surprises they encountered along the way, and offer up their best advice for others.

Now streaming! Visit the AD PRO Video Library for more business insights and behind-the-design access.Arrow

Meet the panelists

Image may contain Clothing Coat Photography Face Head Person Portrait Lighting Plant Potted Plant Dress and Adult

Little Wing Lee
Little Wing Lee is the principal of Studio & Projects, a New York City–based practice, and the founder of the interdisciplinary global network Black Folks in Design. An industry veteran of over 15 years, Little Wing has devised bold private residences, hospitality hotspots, and product lines. She is currently at work on the National Black Theatre and a town house renovation for the Ali Forney Center, both in Harlem, and also serves as the design director of Atelier Ace.


Photo: Amy Lombard
Image may contain Furniture Clothing Footwear Shoe Art Painting Accessories Glasses Person Teen and Wristwatch

Ross Cassidy
Since launching his firm in 2013, Los Angeles–based Ross Cassidy has made his mark on his share of celebrity homes—including those of Sia, Glen Powell, Jeff Probst, and Amber Valletta, whose LA abode snagged AD’s April 2024 cover. Cassidy is currently working on projects ranging from a psychedelic wellness center to private residences in Hawaii and Colorado, and has an expanding CB2 furniture collection.


Photo: Maggie Shannon. Art: Matthew Brandt.
Image may contain Launi Skinner Chandelier Lamp Architecture Building Dining Room Dining Table Furniture and Indoors

Heidi Caillier
In just 10 years, Seattle-based Heidi Caillier has grown her practice from a one-woman show to a team of seven, with upwards of 20 jobs on the boards. Working from coast to coast, the AD PRO Directory–listed designer is currently masterminding homes from Idaho to Tennessee, weaving through all of them a signature blend of patina and handcraft. Earlier this fall, she teamed up with fellow AD100 honoree Nickey Kehoe to produce a line of vintage-inspired ceramic lamps that embody her unique eye for pattern and historicism.


Photo: Meron Menghistab