Hi, I’m Chris Chao—a strategic and hands-on creative leader with 20+ years of experience shaping global brand storytelling for beauty, wellness, and lifestyle campaigns. I build integrated programs that connect digital, retail, and experiential touchpoints, elevating visual systems and shaping brand worlds that inspire loyalty and growth. I thrive on leading multidisciplinary teams and translating insights into iconic, emotionally resonant work. I’m passionate about mentoring talent and turning strategy into creative that moves audiences and drives measurable results.…

Chris Chao

Hi, I’m Chris Chao—a strategic and hands-on creative leader with 20+ years of experience shaping global brand storytelling for beauty, wellness, and lifestyle campaigns. I build integrated programs that connect digital, retail, and experiential touchpoints, elevating visual systems and shaping brand worlds that inspire loyalty and growth. I thrive on leading multidisciplinary teams and translating insights into iconic, emotionally resonant work. I’m passionate about mentoring talent and turning strategy into creative that moves audiences and drives measurable results.…

Available to hire

Hi, I’m Chris Chao—a strategic and hands-on creative leader with 20+ years of experience shaping global brand storytelling for beauty, wellness, and lifestyle campaigns. I build integrated programs that connect digital, retail, and experiential touchpoints, elevating visual systems and shaping brand worlds that inspire loyalty and growth.

I thrive on leading multidisciplinary teams and translating insights into iconic, emotionally resonant work. I’m passionate about mentoring talent and turning strategy into creative that moves audiences and drives measurable results.

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Language

English
Fluent
French
Beginner

Work Experience

Co-Founder/Creative Director at The Canal Collective
November 1, 2017 - November 11, 2025
Boutique creative agency delivering modern brand platforms for beauty, wellness, and lifestyle clients. Co-founded and scaled the studio, driving 35% average YoY revenue growth through strategy-led creative; defined omnichannel brand ecosystems; directed creative transformations adopted in 12+ global markets; led integrated photo, film, and social productions with budgets up to $500K and teams of 15+; produced 250+ Amazon assets driving 28% conversion lift and 40% growth in brand-store engagement; partnered on Revlon Hair Tools e-commerce rebrand achieving 32% CTR growth and top-tier retailer ratings; maintained 80% client retention.
SVP, Creative/Design Director at Arnold Worldwide
August 1, 2017 - August 1, 2017
Led end-to-end campaign platforms across TV, digital, and retail touchpoints; developed creative strategies and design systems to boost visibility and market share; partnered with account and strategy leads to evolve brand voice and ensure global consistency; directed integrated photo, film, and social productions with budgets up to $1.5M; mentored creative teams to strengthen storytelling and concepting discipline.
SVP, North American Creative Director at Saatchi & Saatchi
April 1, 2015 - April 1, 2015
Directed U.S. creative for Olay North America/Global $2.5B skincare portfolio; partnered with Global Creative Director to oversee regional teams across China, EMEA, and India, ensuring consistent brand storytelling and world-class execution; rolled out Olay’s global visual identity in 20+ markets; launched Olay CC Cream (tripling projected sales) and Regenerist Eye & Lash Duo, becoming the top-selling treatment in the category within six weeks.
Associate Creative Director at Deutsch Inc
May 1, 2008 - May 1, 2008
Concepted Tylenol 'Feel Better' platform; revitalized Tylenol through emotional storytelling; directed integrated TV, digital, and in-store creative; developed Sheraton’s first global campaign and asset library across 400+ properties; directed broadcast and digital content with top photographers and directors.
Senior Art Director at Arnold Worldwide
February 1, 2002 - February 1, 2002
Led full-funnel creative campaigns across strategy through execution for clients including Amore Pacific, Bermuda Tourism, Bounty, Hasbro, Nicorette, Perrier-Jouët, Zest, and U.S. Open Tennis; developed Bermuda Tourism global activation and Selfridges UK initiative; earned Adweek’s Best Spots of the Year for Zest and expanded business through innovative pitch work and concepts.
Co-Founder/Creative Director at The Canal Collective
November 1, 2018 - November 13, 2025
Co-founded and scaled a boutique agency serving global CPG clients, delivering 35% average YoY revenue growth through strategy-led creative. Led creative direction across brand campaigns, product launches, and social-first initiatives for Rodan + Fields, Jergens, Bioré, and Curél. Developed Rodan + Fields’ first-ever consumer-facing campaign exclusive to Ulta Beauty, expanding reach beyond consultants. Spearheaded Jergens’ Baby Jergens line, shaping positioning, identity, packaging, and launch content. Led integrated photo, film, and social productions with budgets up to $1M and teams of 15+, collaborating with top photographers and directors. Produced full-funnel Amazon content for Hot Tools, achieving 28% conversion lift and 40% increase in brand-store engagement. Partnered on Revlon Hair Tools e-commerce rebrand, delivering 32% CTR growth and top-tier retailer ratings. Maintained 80% client retention across the roster.
Creative Director at Freelance
September 1, 2017 - November 13, 2025
Partnered with agencies to concept and lead integrated campaigns across retail, beauty, and healthcare. Collaborated with Chandelier Creative on Old Navy seasonal storytelling, refreshing visual direction and retail campaign systems. Developed strategic creative for Werfen’s Hemostasis & Transfusion device divisions, aligning messaging with modern, human-centered storytelling.
SVP, North American Creative Director at Saatchi & Saatchi
April 30, 2015 - April 30, 2015
Directed U.S. creative for Olay North America, leading integrated campaigns across TV, digital, print, and in-store. Partnered with Global Creative Director to oversee regional creative teams across China, EMEA, and India, ensuring consistent brand storytelling and world-class execution. Rolled out Olay’s global visual identity in 20+ markets and launched CC Cream, tripling projected sales within 3 months. Introduced Regenerist Eye & Lash Duo, becoming the #1 selling treatment in its category within 6 weeks. Led 5–7 U.S. creative teams and mentored talent to strengthen storytelling and concepting.

Education

B.S. Mass Communications at Boston University College of Communication
January 11, 2030 - November 11, 2025
B.S. in Mass Communications at Boston University College of Communication
January 11, 2030 - November 13, 2025

Qualifications

Addy Silver
January 11, 2030 - November 13, 2025
Effie Awards
January 11, 2030 - November 13, 2025
Adweek • Best Spots of the Year
January 11, 2030 - November 13, 2025
Adweek Spot of the Month
January 11, 2030 - November 13, 2025
AdAge Spot of the Week
January 11, 2030 - November 13, 2025

Industry Experience

Consumer Goods, Media & Entertainment, Retail, Professional Services, Travel & Hospitality
    paper BABY JERGENS_ Content Creation
    THE CHALLENGE Jergens, a trusted skincare brand for over 128 years, had never ventured into the baby category, a surprising gap for a brand built on comfort and care. With the launch of Baby Jergens, the client needed a highly distinctive campaign and a robust library of content to introduce the line, break through the crowded baby skincare market, and drive purchase intent. The challenge: create a year’s worth of fresh, emotionally resonant content that communicated everyday comforting care while connecting authentically with new parents navigating an overwhelming, unfamiliar world. THE IDEA & PROCESS A Familiar Kind of Feel-Good. Rooted in Jergens’ master brand positioning of “A Feel-Good Feeling,” this evolved platform redefined the feeling for new parents. Amidst the chaos of new parenthood, Baby Jergens becomes a trusted, familiar touchpoint, giving parents the trust to trust themselves. The Content Approach We developed a content strategy designed to balance emotional storytelling with relatable authenticity. The goal: create a versatile content ecosystem that could live seamlessly across social, digital, retail, and CRM, all centered around the warmth, connection, and everyday rituals of care. The Look & Feel We created a distinct visual identity that felt unmistakably part of the Jergens world yet evolved for a new generation of parents. The aesthetic was soft, playful, and light-filled, “baby-fied” with gentle color palettes, cozy textures, and natural warmth that captured both tenderness and trust. It honored Jergens’ heritage of comfort while introducing a fresh, modern sensibility for the baby category. THE PRODUCTION To bring the idea to life, we executed a large-scale, two-day shoot capturing both still and motion assets simultaneously: • 2 locations • 40 total cast members (including 22 babies) • Director, videographer, and stills photographer working simultaneously • 16 videos • 1,000s of stills (product, lifestyle, and parent-baby moments) • 100s of short-form video snippets • Behind-the-scenes content By capturing stills and video side-by-side, we maximized efficiency and consistency, delivering enough high-quality assets for a full year of content, all while maintaining an elevated, cohesive aesthetic across every touchpoint. THE RESULTS The shoot delivered a massive, flexible content library that fueled Baby Jergens’ launch and sustained its storytelling across all channels for an entire year. Deliverables: • 16 full-length hero videos • 100s of video snippets for social and digital • 1,000+ stills (product, lifestyle, and emotional moments) • Complete content suite for paid, owned, and earned media The result: a beautifully cohesive brand world that felt both new and familiar, soft, comforting, and distinctly Baby Jergens — helping Jergens enter the baby category with the same warmth, trust, and timeless appeal that generations have loved. graphicdesigner creativedirector artdirector socialcontent…
    paper BABY JERGENS_ Packaging
    THE CHALLENGE After decades as one of America’s most trusted family moisturizers, Jergens was finally expanding into baby care, a major launch for the brand. Our task: design gift packaging for key retailers and influencer/PR boxes that captured the warmth, love, and heritage of Jergens, while introducing a modern, memorable look for a new generation of moms. THE IDEA The new Baby Jergens Collection featured charming illustrations of animal mothers with their babies, a perfect expression of comfort and connection. We brought those illustrations to life in bold, contemporary ways: Gift packs: We used a soft pastel palette and enlarged the heartwarming animal illustrations to wrap around the front and sides of the pack, making them the hero of the design. The composition balanced warmth and modernity, giving the packaging both strong shelf presence and emotional appeal. Our goal was to create a design so special it needed no wrapping, a ready-to-gift piece perfect for baby showers and new moms. InfluencerPR boxes: We extended the family of illustrations into a playful pattern that wrapped the interior of the box in warmth and charm. When opened, it played the signature Jergens jingle reimagined as a gentle lullaby, creating a multisensory surprise that turned an unboxing into an emotional brand moment. THE RESULTS • Gift packs sold out within 24 hours of launch. • Record engagement from creators and influencers sharing their unboxing experiences. graphicdesigner creativedirector artdirector designer…
    paper JERGENS_ Traditional Advertising
    THE CHALLENGE After years of declining sales and slipping market share, Jergens needed a refresh, and not the gentle kind. Once beloved, the brand had become known as your grandmother’s lotion: a nostalgic relic in a category that had moved on. The challenge: How do you make a 128-year-old lotion brand feel relevant again without losing its warmth, heart, or familiarity? As Jergens looked to evolve from a heritage favorite to a modern must-have, the team set out to reintroduce the brand to a new generation, one that values authenticity, wit, and emotional connection as much as results. THE IDEA The Feel-Good Feeling of Jergens This was Jergens’ first-ever masterbrand campaign, an opportunity to unite the entire portfolio under one emotionally resonant idea. At the heart of “The Feel-Good Feeling of Jergens” was a simple truth: when you feel comfortable in your own skin, you feel more comfortable connecting with others. We set out to go beyond skincare benefits and celebrate the emotional benefit of Jergens, that warm, familiar, skin-to-soul comfort people have trusted for generations. The idea redefined what “feeling good” means today, not perfection, but authenticity, humor, and human connection To bring that spirit to life, we did something the body lotion category hadn’t dared to do. We used humor. We gave Jergens a confident, witty voice full of charm and self-awareness, something fresh, modern, and unmistakably human. And to tell the story, we partnered with Bryan Buckley, the “King of the Super Bowl,” and the director with the most Super Bowl commercials in history. His ability to blend cinematic polish with comedic timing made him the perfect fit to bring Jergens’ campaign to life. We launched the campaign with Leslie Mann and her daughter Maude Apatow, whose natural chemistry captured the relatable, often hilarious honesty of mother-daughter relationships. Their effortless warmth and wit set the tone for the brand’s new direction. Building on that success, we later expanded the campaign with additional comedic talent to keep the storytelling fresh and relatable across audiences and formats. The campaign spanned TV, online video, social, print, and PR, creating a consistent, feel-good world across every touchpoint. THE RESULTS With a renewed sense of humor, heart, and humanity, Jergens reclaimed its place as the go-to lotion that makes everyone feel good, in their skin and in their world. Highlights: • First-ever celebrity and masterbrand campaign delivered 11.8% sales growth • 75% sales lift for Wet Skin Moisturizer at Walmart through strategic creative and shopper alignment • Significant increases in brand love, relevance, and purchase intent The campaign brought wit, warmth, and a little sass to the body care aisle, proving that when you feel good in your skin, everyone can feel the feel-good feeling of Jergens. graphicdesigner creativedirector designer socialcontent artdirector…
    paper RODAN + FIELDS_ Social First Content
    THE CHALLENGE Rodan + Fields was in a jam. They needed their first-ever consumer campaign for their exclusive Ulta launch, and they needed it fast. No campaign. No assets. Just 8 weeks from briefing to launch. With the brand shifting from a direct-selling model to direct-to-consumer, R+F had to evolve from cult favorite to category contender, building a more desirable, differentiated, and modern brand in an increasingly competitive skincare space. The ask: Create and produce a 360° social-first campaign that: • Builds awareness and brand love • Connects performance with purpose • Drives sales both in-store and online All in time to meet the media launch date. THE IDEA Love What You See From glowing reviews to millions of before-and-afters, Rodan + Fields fans weren’t just users, they were believers. We turned that passion into a unifying idea: Love What You See, a campaign celebrating real skin, real results, and real confidence. The platform bridged the brand’s science-backed performance with its emotional impact, making results not just visible but shareable. The Process Production & Creative Process: • Directed by a trusted partner we had collaborated with multiple times before • Shot in Chile using his local crew, casting network, and prepped locations • 5 models, 2 locations, 3 shoot days, casting completed in 4 days • Delivered all assets within 4 weeks of wrap, from concept to production in just six weeks Social-First Execution Across Platforms: YouTube: • Video Reach campaigns (TV + Mobile/Desktop/Tablet) with 15-second non-skippable ads to maximize visibility • View campaigns to tell Rodan + Fields’ story and build brand credibility • Shorts-only campaigns to engage a large, highly active audience with short-form, captivating content Spotify: • Reach audiences through on-the-go listening with playlists, podcasts, and the Spotify Audience Network Programmatic CTV/OLV: • Use CTV and FEP for high-quality, premium reach • Dynamic programmatic buying with custom overlay QR codes for interactive engagement (Paramount, NBCU) Meta: • Video Views optimized for Thruplays (15s+ views) to create sticky awareness Pinterest: • Video Completion Campaign to maximize engagement and brand recall Despite the breakneck pace, every asset met Rodan + Fields’ premium standards, proving that speed, strategy, and craft can coexist beautifully. THE RESULTS Deliverables: • 9 Anthem Films • 18 Product Films • Hundreds of Beauty & Product Stills Outcomes: • Launched on time and on budget • Met sales expectations in Week 1 • Successfully repositioned Rodan + Fields as a modern, credible, and emotionally resonant brand • Created a robust library of social-first assets ready for multi-channel activation • Delivered premium, engaging content that extended reach and drove awareness, consideration, and purchase graphicdesigner creativedirector artdirector…
    paper John Frieda_ Creative Direction
    THE CHALLENGE John Frieda was launching a new product line for women chasing the perfect blonde, those who see their hair as an essential part of their identity and expect nothing less than salon-quality results. Achieving that flawless, luminous blonde had traditionally required the expertise (and expense) of elite colorists. Until now. Our challenge: develop a creative platform that captures the allure of the ultimate blonde and could flex seamlessly across all media, from TV to digital and in-store. THE IDEA The Hitchcock Blonde. Inspired by the most iconic shade in cinematic history, the cool, classic blonde worn by Hitchcock’s leading ladies, we built a creative platform that invited women to Be Iconic. Drawing from the visual language of Alfred Hitchcock films, we referenced his timeless muses, Grace Kelly, Tippi Hedren, Kim Novak, women who embodied sophistication, mystery, and unmistakable style. We reimagined that world through a modern lens: Wardrobe: Mid-century silhouettes reinterpreted with contemporary tailoring and pearl detailing. Locations: Cinematic spaces evoking the drama and glamour of film noir. Lighting & cinematography: Moody, refined, and designed to make every shade of blonde look luminous and unforgettable. Tone: Sophisticated, confident, unforgettable — just like the perfect blonde. The campaign came to life through TV spots, online videos, social content, and brand activations, creating a cohesive and aspirational universe that celebrated the art and power of the perfect blonde. THE RESULTS • +30% sales lift at launch with a major UK retailer • +9% total brand portfolio growth • Double-digit week-over-week sales growth post-launch graphicdesigner artdirector creativedirector beauty wellness…