As part of an interview series in collaboration with MAD STARS, we’re speaking with jurors from across the region and the globe about the creative scene in their markets, what they look for in standout work, and more.
Next up in our series, we speak with Mo Chen, Executive Creative Director, TBWA\China.
Mo talks about the vitality of China’s creative scene — drawing a parallel to the country’s food culture, where the courage to experiment, break boundaries, and taste the unknown makes it a defining force — and her view that AI functions as a filter that eliminates doers while elevating thinkers, amplifying true creative talent rather than replacing it.
She also shares what she’ll be looking for as a member of the Final Jury at MAD STARS this year — ideas she hasn’t seen, heard, or experienced before, but that still carry a familiarity and resonance that audiences can remember and connect with.
What inspires you most about the creative scene in China right now?
China’s creativity is without borders — it’s alive with endless possibilities and crossovers. It feels a lot like our food culture: various ingredients, each with endless ways to be paired and cooked.
That courage to experiment, to break boundaries and taste the unknown, is what makes Chinese creativity a defining force today. It’s not just about following recipes — it’s about inventing them.
What advice do you have for young creatives who might feel discouraged by the current conversation around AI?
AI has now become a kind of filter in our industry. It eliminates some doers while elevating more thinkers. If you have true talent, AI won’t replace creativity — it amplifies it. Think of it as your partner, not your rival.
You’re on the Final Jury at MAD STARS this year. What will you be looking for, and what does it take for work to truly stand out?
Great ideas disrupt convention, yet stay with you. That’s what I’m looking for — ideas I haven’t seen, heard or experienced before, but that still feel familiar, with a resonance that audiences can remember and connect with. Work that manages to hold both is truly impressive.
Great ideas disrupt convention, yet stay with you. That’s what I’m looking for — ideas I haven’t seen, heard or experienced before, but that still feel familiar.
MAD STARS has carved out its own identity among global award shows. What drew you to it, and what are you hoping to take away from the experience?
I love the creative vibe in Asia. It’s more about people’s desire to build deeper conversations and friendships than superficial networking. You can feel a strong cultural resonance while discovering fresh perspectives and insights. For me, every judging experience is a valuable opportunity to learn.
Award shows have evolved alongside the industry. What role do recognition and competition play today in pushing the industry forward?
Winning isn’t the only measure of excellence. Beyond the results, award shows set benchmarks and open up dialogue across markets. Creativity is fluid, and awards help break boundaries. Award shows matter.
Are there any recent campaigns from your agency that you’re particularly proud of?
One recent campaign I’m proud of is The Yangzhou Qiaobei Musical Suite. Qiaobei is a traditional back-tapping massage rooted in Yangzhou, a thousand-year-old city in China.
For many people today, it was at risk of fading from cultural memory. In our eyes, it is not just a bathhouse service, but a massage performed with rhythmic patterns.
We reintroduce Qiaobei through music, allowing the tradition to be rediscovered in a form that was contemporary and shareable, and helping more people outside the city become aware of Yangzhou’s culture.
What piece of work—from any agency or era—has stayed with you and continues to shape how you think about creativity?
I recently watched Silent Friend by Hungarian female director Ildikó Enyedi, a story about a centuries-old ginkgo tree. What stayed with me was her conviction — she believed in her idea strongly enough to bring it to life.
Films like Melancholia or Tropical Malady tell the same truth: beliefs can turn something deeply personal into a shared experience. Creativity works the same way. Its forms may vary, but the creative’s belief in their vision is the driving force that makes it real.
What are you most looking forward to during your time in Busan?
Busan reminds me of my hometown, Dalian. They are both beautiful seaside cities. Since it’s my first time there, I’m excited to explore the city and experience that connection in person.
Quick Hits
Something interesting you’ve discovered recently:
The Gull Yettin by Joe Kessler
A ritual or habit that keeps you creative:
Whatever I see or hear, a photo, an interview, or even a lyric — anything tied to expression instantly sparks resonance for me. Those tiny moments always trigger new inspiration.
Something you want to learn or get better at:
Recently, I’ve been really into bird-watching. It feels like a fresh way to see the world. And as a bonus, it’s a free neck exercise.
This interview was done in collaboration with MAD STARS. To learn more about annual awards show, visit here.
2026 MAD STARS Deadlines
- 2nd Deadline (Regular): 29 May 2026
- Final Deadline: 15 June 2026
