In our ongoing series spotlighting young talent in the industry, we return with another One Under 30 – a special feature focused on rising talent in the advertising & marketing world – one person at a time.
This time, we talk to Todd Tao, Associate Creative Director at Monks in Shanghai.
Over the course of our conversation, Todd talks about how he got his first break in the industry, what he loves about the job, what he’s not so crazy about, some of his favorite campaign work, and more.
The Basics
Name: Todd Tao
Age: 30
Agency: Monks
Position: Associate Creative Director
Hometown: Chang Zhou, China
Current Location: Shanghai, China
Education: Maryland Institute College of Art, Illustration Major, BFA, 2019
Seven Questions
How did you get your first break in the industry?
I believe that working in advertising requires you to constantly challenge yourself and step out of your comfort zone.
Since joining Monks in 2024, I feel I’ve truly been given the opportunity to do just that. The teamwork and the ambitious goals here have given me an unparalleled experience.
It has also given me the chance to continuously take on new roles, push my boundaries, and achieve personal and professional growth.
What is your personal mantra?
“Fake it until you make it.”
To me, it’s not about being fake or tricking anyone. It’s really about a positive mindset. It means you carry yourself with the confidence of success long before you actually get there, especially when you’re facing a tough challenge. I believe you have to see the goal as possible in your mind first. Only then can you make it a reality, and maybe even achieve more than you expected.
From what person, place or thing have you drawn your greatest creative inspiration?
I don’t think my creative inspiration comes from any single place. Instead, it’s really a mix of all my personal interests and passions.
I believe the strongest ideas, whether it’s an image, a line of copy, or a concept, come from a creator’s real passion for a subject. Ultimately, what you’re passionate about is what shapes the unique style and direction of your work.
I believe the strongest ideas, whether it’s an image, a line of copy, or a concept, come from a creator’s real passion for a subject.
What do you love about the job?
What I love most is that this job always lets me be a ‘student.‘ With every new project, you have to learn about a new industry or product, and you have to do it fast.
This constant learning expands my perspective and how I see the world. For me, the chance to always be learning and growing is what makes advertising so special.
At Monks, I get to do that on a global scale. I collaborate with strategists, data experts, and creatives from different markets, each bringing a unique lens to the same story. That diversity pushes my thinking and makes the work even richer.
What about your job are you not so crazy about?
Honestly, I sometimes wonder if spending so much time in this industry is worth it. You can pull a lot of all-nighters, and all that effort doesn’t always lead to a great result. But that’s just part of the job.
You get knocked down, and you get back up, again and again.
What is some work you’ve done that you’re most proud of?
In 2024, Xiao Xian Dun, in collaboration with bird’s nest industry associations from five countries, released the “Bird’s Nest Origin Grading Standards,” providing a key framework for raw material quality classification. This marked a major milestone in modernizing the industry and a landmark on the 21st Century Maritime Silk Road.
We built a monument in the diamond region of Kalimantan Island, Indonesia, and created the film “The Monument of Kalimantan.” Through brand ambassador Zhang Ziyi’s perspective, the film highlighted the pride and hope the monument brought to Kalimantan and local residents while inspiring workers across the bird’s nest industry to uphold their mission. With its human-centered storytelling, the film established a global grading standard and reinforced Xiao Xian Dun’s position as a leader in premium bird’s nest.
Putting the awards aside, what I’m most proud of is the real-world impact this campaign had. We did more than just make an ad; we helped make the whole industry better and fairer. By creating a new standard, workers at the source got paid more and felt more pride in their jobs. At the same time, it helped customers make better choices.
For me, using creativity to make a positive change like that is the most meaningful part of advertising.
If you had to choose another career, what would it be?
If I weren’t in advertising, I’d probably open an American-Chinese restaurant.
It’s more than just the food I remember from my school days; I feel like it has a real story to it. It represents a kind of cultural fusion—it’s a bit niche, but really special. I’d love to share that flavor and the story behind it, because it’s a part of our history, too.
