Issue #6: Bernice Chao
"You are your best promoter"
Note from Chlo
A (literally) very warm hello from my little NYC apartment that has decided for the 37th day in a row to follow its dream of becoming a sauna.
It’s been a while since I last published, and I have two things to blame for that: getting vaccinated + summer. Simultaneously the best of times, and the absolute worst of times (for my wallet). I hope you’re all safely out and about, and catching up for lost time and adventures - I can’t stress the importance of taking time off work after the rollercoaster that was the past fifteen or so months. Even if you don’t want to take a week off and travel, sprinkle in a few days here and there do go out - or stay in - and reset.
I’m excited for you to meet this issue’s Hype Woman, so I’ll keep my intro note short and quickly share some things I’m loving this month:
Reading
My Mum’s book club is reading Remarkable Creatures by Tracy Chevalier. It’s about women who find fossils, and I’m ‘digging’ it (sorry, had to). For the fiction lovers out there, I’d definitely recommend it. I also just found out that Sally Rooney is publishing a new book in September, so please excuse me while I go and scream excitedly into a pillow.Watching
I’m about six years late to the film Spotlight, which is so powerful/unnerving/infuriating/insanely deserving of its Oscar. Speaking of Oscars, I’m still recovering from My Octopus Teacher (the winner of Best Documentary) … what… was that? Did I love it? Or was I wildly creeped out to the max? TBD. Will take a few more months to process.Furiously eating in copious amounts
It’s summer. It’s hot. And there’s something I can’t not share here. Something that has absolutely changed my life in so many ways. It’s Van Leeuwen’s Praline Butter Cake flavor. You could say this love story began with divine intervention - I was in the store, about to get my usual boring flavor, and the assistant looked at me and literally said “I have to tell you - the Praline Butter Cake flavor is life changing”. Well folks, she didn’t lie to me on that fateful night and my life has never been the same.
Yours in sweet nutty dairy goodness,
Chloe
Meet Bernice Chao
Bernice Chao is a creative director, author and speaker who believes in the power of using creativity for good. She has created groundbreaking work for brands including Google, Airbnb, HBO and Warner Bros (including Super Bowl ads!) She’s also the co-founder of Asians in Advertising, is a professor, has contributed to books including Advertising By Design and Branding Quickies, and is the President & Creative Director of TEDxCulverCity. All this to say, she’s Wonder Woman.
I met Bernice when we were connected while working on Merch Aid’s collection raising funds for the AAPI community, and was instantly blown away by her creativity and positivity. One of the things I love most is her tab for juniors on her website, offering resources to help inspire students and young professionals. Her commitment to mentoring the next generation is very inspiring.
How did you end up in advertising? Did you always plan on entering the industry?
I did not plan on going into advertising, not because I wasn’t interested, but because I didn’t know that it was an option. Growing up I always had an interest in art, I was drawing and designing websites. It wasn’t until I had a high school scholarship to take classes at the Academy of Art in San Francisco and Stanford University, did I know I liked the creative environment and people of an art college more. I followed high school by attending Art Center College of Design for graphic design, where I was introduced to someone who worked at TBWA\Chiat\Day and got my first internship. I loved the challenge of problem-solving for a client and haven’t left the field.
What are your career highlights so far?
I’ve gotten to work on large-scale projects and in lots of different mediums, but the stories I tell college students to get them truly excited about advertising and the industry as a whole is how I’ve made commercials with Ryan Reynolds and Adam Levine.
Asians in Advertising is such an incredible initiative. Can you tell me a bit about that - how did it come about, and what’s your mission?
Three years ago I had this idea to create Asians in Advertising, due to the feeling of working in environments with incredibly low diversity numbers. I ended up shelving the idea because I felt unsure if Asians needed the space as much as other minorities. Now in hindsight, that notion that “who was I to make space” is part of the Asian culture to not make noise.
Then in 2020 the pandemic hit, I felt lost in my career, and I had a hard time identifying someone I wanted to model my career after. I’ve only worked under one female and never a female person of color. Then also at the same time, Asian hate was becoming prevalent and I started seeing Asians for the first time Asians on industry panels, giving me such incredible hope. It was in one of these panels where I met my now co-founder Jessalin Lam, her passion for D&I initiatives and shared perspective, gave me the push to start the organization.
Mission statement:
Asians in Advertising strives to develop a free community, create opportunities, and help elevate Asians to higher leadership positions. To make space for Asians within the advertising to come together in a community where we are often excluded. Connecting with each other in order to advance their goals, careers, artistic/personal growth. Help answer questions, offer advice and have discussions about the issues that the Asian community faces as a whole or in creative careers.
You have given numerous talks at big events. Do you have any advice for young women who fear public speaking?
That it’s okay if public speaking doesn’t come easy, it didn’t come easy for me either. I spent a lot of time rehearsing to myself in the mirror and over time it got easier.
You’ve worked with several non-profits including TedxCulverCity, GreenWorld Campaign and Light Bringer project. What compels you to volunteer for these organizations, and has it benefited you in your actual career?
Working with TEDxCulverCity has allowed me to meet thought leaders and changemakers in other disciplines and to broaden my thinking. Overall working with non-profits has benefited my career by giving me an outlet to use my design skills to help others.
You’ve also contributed to chart-topping books! How did these opportunities come about, and what advice do you have for young women wanting to get into publishing?
The books happened randomly, I was reached out to via my Instagram and through Linkedin. My advice for those who want to write a book is to “go for it.” Platforms like Amazon’s Direct Publishing and BookBaby allow authors to easily self-publish.
What advice do you give every mentee?
One piece of advice I give is, “who your co-workers are at your job is very important.” You will spend more time at work than with your friend, family, or spouse, so these have to be YOUR kind of people, a place where you feel like you fit in. Don’t be afraid to reach out to people who work in the job you want or at the place you want to work at on LinkedIn or Fishbowl, the worst thing that could happen is that they will ignore you.
What’s the best advice you’ve ever been given by a mentor?
The best advice I was given was to advocate for yourself, whether that’s in an interview, on your website, wanting to work on a team of someone you admire, getting on that exciting brief, re-selling a dead idea, a raise, that promotion, etc. You are your best promotor and most managers are too busy to help map your career for you.
See you in a bit!
Thanks for joining me for another issue of Hype Women! FYI, Asians in Advertising just dropped some merch, with all proceeds doing to #StopAsianHate. Support if you can!
I wanted to sign off with me being a hype woman for my sister, who just launched Missing Perspectives - a global platform that’s all about elevating the voices of girls and women around the world. Definitely check it out and give them a follow on Insta. They have some very exciting things in the works.
I’ll leave you with a little postcard I shot from Idaho which I’ve made my desktop background as an ongoing reminder to take a break when I need it.
Chloe x
