We recently connected with Bernice Chao and have shared our conversation below.

Alright, Bernice thanks for taking the time to share your stories and insights with us today. Can you tell us about a time that your work has been misunderstood? Why do you think it happened and did any interesting insights emerge from the experience?

Sounds good! I have lots of stories about being misunderstood.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

It all began when I was five. I can still vividly remember the day my mom proudly hung a terrible pencil drawing I had made for her in her bedroom. Little did I know that this small encouragement would set the stage for the rest of my life. Growing up as a first-generation Taiwanese immigrant in the heart of Silicon Valley, California, I faced the unyielding pressure to excel academically and in every aspect of life. Like a traditional “tiger mom,” my mother pushed me relentlessly, even having me complete math workbooks during the summer.

However, even though I was pushed academically, my mom never pushed me away from my artistic pursuits. Despite tight finances, she found a way to sign me up for art classes. In a world where acceptable Asian careers were often limited to being a doctor, lawyer, or engineer, my parents’ support for my artistic passion was rare and counterintuitive.
Growing up, my mom told me, “If you find something you’re good at, you will succeed in your career.” This saying has repeatedly proven itself in the work I do today. I’ve had the privilege of working on incredible brands such as Google, Amazon, and HBO, and I’ve been a part of large-scale activations like the Super Bowl and Comic Con.

Throughout my journey, I’ve developed unique skills that set me apart. My fascination with emerging technology, likely inspired by growing up in Cupertino, the hometown of Apple, has driven me to understand and leverage the latest technological advancements. A prime example was my work on the Doritos Roulette campaign, where we gamified the experience on TikTok, leading to a sold-out chip line with billions of views and a tenfold price surge.

But my impact goes beyond individual projects. I thrive in the realm of growth, not only delivering in the day-to-day but also excelling at winning new business pitches. In my previous role, within three months, I led three simultaneous new business pitches that brought in a staggering 2.5 million dollars in agency fees. These wins marked the first victories for the agency in several years.

What truly drives me is championing unique voices. Recognizing the rarity of someone like me in this industry, I’m committed to bringing diversity and unique storytelling to the forefront. This commitment was exemplified by the award-winning “Because of Her” HBO campaign, where I drew upon my own experiences of lacking representation in the field.

My journey from that simple childhood drawing to my current position as one of the only Asian female creative leaders in advertising has been remarkable. It’s a journey of determination, creativity, and a relentless drive to make a difference.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

Unlearning the pursuit of perfection has been a personal journey that I continually remind myself of. Culturally, I was ingrained with the belief that speaking only when what you say is flawless was paramount. Combine that with being an introvert, resulting in a constant battle of self-doubt and second-guessing.

This self-imposed perfectionism prevented me from speaking up in presentations and brainstorming sessions. I realized that if I remained silent, no one would ever recognize the unique contributions I could bring to the table. Understanding the profound impact my voice could have in inspiring others, I dedicated the past decade to refining how I present myself and my ideas.

I co-authored a book, “The Visibility Mindset,” which delves into the art of standing out in the workplace. Moreover, I have been privileged to share my journey on over 100 platforms, including prestigious stages such as SXSW, the World Bank, Cannes, Google, and Amazon. This transformational voyage has been a voyage of self-discovery and empowerment, incontrovertibly demonstrating that embracing imperfection can serve as a potent catalyst for both personal and professional growth.

Is there a particular goal or mission driving your creative journey?

My mission’s core is a deep commitment to paying it forward to the next generation. As one of the few female Asian American leaders in the creative industry, I have significantly shaped the AANHPI (Asian American, Native Hawaiian, and Pacific Islander) community’s narrative by co-founding Asians in Advertising, a prominent global non-profit organization. This organization is a powerful catalyst for bringing the community together in our field through a multifaceted approach, including engaging podcasts, impactful events, valuable mentorship opportunities, and crucial scholarship programs.

My passion for fostering creative education at the university level led me to contribute to creating the creative track at Loyola Marymount University’s M.School. This initiative aimed to break new ground in the realm of advertising education. Remarkably, in its third year, our collaboration with LMU achieved a historic milestone, with the university becoming the first institution to secure the top three positions in the Effies global competition, an accomplishment that spans 14 years of competition history.

Contact Info:

• Website: https://bernicechao.com/
• Instagram: https://www.instagram.com/hellobernice/
• Linkedin: https://www.linkedin.com/in/bernicechao/
• Youtube: https://www.youtube.com/@bernicechao/featured