MEET OUR MONDAY MUSE: BERNICE CHAO
Bernice Chao is an AAPI activist and thought leader within the advertising community. She brings years of experience as an integrated creative leader, helping tell the story of some of today's most influential Fortune 500 brands. She co-founded the 5,000-member global non-profit organization Asians in Advertising, which enriches the community through events, scholarships, and mentorship programming.
Bernice recently co-authored the award-winning book "The Visibility Mindset," an essential guide for helping the AAPI community find success in the workplace. Bernice was named the 2023 She's Runs It Mother of the Year and, in 2022, was inducted into the AAF Hall of Achievement. She lives in Los Angeles with her husband, Matt, and two children. Read more about Bernice’s story below.
Between the fluff with Bernice Chao
Tell me a bit about your career thus far.
It all began when I was just five years old. 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.
As I navigated through high school, I tried to figure out what the next steps would look like. I was fortunate to receive scholarships for two prestigious summer programs: one at Stanford and another at the Academy of Art. During these formative moments, I fell head over heels in love with the boundless world of creativity.
When I told my mom this, she said, "If you find something you're good at, you will succeed in your career." This saying has proven itself true 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 even takeovers.
What fulfills you in your career?
I derive joy from learning and teaching, fueled by a passion for innovation and delivering value to clients. However, this path can be challenging for many due to the need for more mentorship and awareness. As an adjunct professor at Loyola Marymount University, I played a crucial role in co-creating a creative program. I'm proud that my students achieved remarkable success in the Effies Global Collegiate competition. Additionally, I established the global non-profit organization Asians in Advertising, which offers mentorship, scholarships, and engaging events. This commitment fuels my purpose: to educate and guide individuals eager to explore and excel in this dynamic field.
Beyond these roles, I'm an active public speaker, having delivered talks on more than 100 stages, including esteemed platforms such as Amazon, Google, the World Bank, and SXSW. I believe it's crucial to address the challenges faced by the Asian community openly, and I'm dedicated to raising awareness about these issues.
Did you experience any hurdles to get to where you are in your career today? If so, what were they?
What truly drives me is the ability to create the opportunities my younger self always longed for. In my role within a predominantly white male-dominated field as a creative, the representation of women is scarce, and as a woman of color and now a mother, I find myself 1:1 in many rooms. This experience of loneliness and frustration fuels my determination to champion diversity and inclusivity, particularly when it comes to sharing unique stories and voices, both in front of and behind the camera.
What brings you joy outside of work?
My two amazing children, aged 2 and 4, greatly joy me. They've given me a priceless lesson that encourages me to embrace my inner child and master the art of balancing work while savoring the beauty of the present moment. Their influence has shown me the value of taking a pause, setting work aside, and immersing myself in the present, a gift I've learned to cherish.
If passion projects paid the bills, what would you choose to do for the rest of your life?
I'm incredibly grateful to have discovered my true calling and to genuinely love my work. I'm excited to share that I'm embarking on a new venture alongside my Visibility Mindset co-author, Jessalin Lam. Our focus is on coaching individuals to uncover and confidently present their actual value, not only in their careers but also in their lives. My ultimate goal is to empower them, enabling them to magnetize the opportunities they dream of, leading them to flourish and thrive.
