We caught up with the brilliant and insightful Chen Chen a few weeks ago and have shared our conversation below.
Hi Chen, really happy you were able to join us today and we’re looking forward to sharing your story and insights with our readers. Let’s start with the heart of it all – purpose. How did you find your purpose?
I believe that finding one’s purpose is a lifelong journey. However, if you’re fortunate, you may discover an area of interest early on—something that sparks curiosity and makes you want to dig deeper. With even greater luck, you might find yourself possessing a natural talent in that field, allowing you to excel and derive a sense of accomplishment from your work. This creates a positive cycle where passion fuels success, and success reinforces passion.
For me, that moment of discovery came during high school when I developed an immense interest in filmmaking. It was as though a door had opened to a world I couldn’t wait to explore. That passion led me to pursue filmmaking as my academic and professional path. Both my undergraduate and graduate studies focused on filmmaking, and my commitment to the craft was reflected in my near-perfect GPA. Additionally, the recognition my work received—through awards and accolades—further solidified my conviction to continue on this path.
After graduating, I transitioned into the role of a professional commercial director, a position that allowed me to merge my creative passion with tangible results. In the world of commercial filmmaking, success is often measured by the impact your work has on the brand’s performance. This direct connection between creativity and market outcomes became a new source of fulfillment for me.
For instance, I’ve had a long-standing and fruitful partnership with Colorkey, a leading brand in the Chinese market. Over the years, I’ve directed several commercials featuring some of the most popular celebrities in China. Two of these campaigns, in particular, generated significant buzz and translated into substantial sales growth for the brand. On average, these advertisements contributed to sales increases worth millions of RMB, showcasing the power of effective storytelling and strong visual branding.
The numbers speak for themselves—market recognition is immediate and quantifiable, which is why it has become a key indicator of my success as a director. Beyond the data, it’s incredibly rewarding to know that my creative vision has a measurable impact, helping brands connect with audiences in meaningful ways while achieving their business goals.
This blend of artistry and tangible results is what fuels my dedication to commercial filmmaking. It’s a field where I can channel my passion for storytelling while delivering measurable value, creating a synergy that continues to drive me forward.
Ultimately, I see my purpose as twofold: to tell stories that resonate with audiences and to deliver results that leave a meaningful impact. This balance between creativity and practicality is where I thrive, and it’s what inspires me to continue evolving as a filmmaker and director.
Appreciate the insights and wisdom. Before we dig deeper and ask you about the skills that matter and more, maybe you can tell our readers about yourself?
As a filmmaker and commercial director, my passion lies in creating visual narratives that resonate with audiences and drive meaningful results for brands. From exploring profound human experiences in independent documentaries to delivering high-impact commercial campaigns, my work is about blending artistry with purpose.
One of the most exciting highlights of my career has been collaborating with global and local icons to bring compelling visions to life. For instance, I worked with Furla, the renowned Italian luxury handbag brand, on a campaign featuring Chinese celebrity Karry Wang. This project incorporated cutting-edge green-screen compositing technology, seamlessly combining digital artistry with live-action shots. The result was a visually stunning advertisement that showcased Furla’s sophisticated aesthetic while celebrating Karry Wang’s charm, demonstrating how innovation can elevate storytelling in commercial filmmaking.
Another milestone has been my partnership with Colorkey, a leading Chinese cosmetics brand. Over the years, I’ve directed several campaigns featuring celebrities like Dilraba Dilmurat and Gong Jun, as well as renowned makeup artist Chun Nan. These collaborations have consistently delivered remarkable results, generating millions in sales and solidifying Colorkey’s status as a market leader.
What makes these projects special is the synergy between the brand’s vision, the celebrity’s persona, and our creative direction. For instance, in a campaign with Dilraba, we emphasized her vibrant personality and matched it with the brand’s core product focus, creating an authentic yet aspirational advertisement. Similarly, the campaign with Gong Jun leveraged his modern, refined image to highlight Colorkey’s latest product line, crafting a narrative that deeply resonated with consumers. These campaigns go beyond selling products—they create experiences that connect with audiences emotionally and culturally.
Beyond the artistry and strategy of filmmaking, what excites me most is its ability to forge cultural and emotional connections. While numbers and metrics are important, the foundation of a successful campaign lies in its storytelling power. Whether celebrating a brand’s heritage or inspiring a sense of belonging, my aim is always to leave a lasting impression that transcends sales figures.
Looking to the future, I am inspired by innovations reshaping the industry. Technologies like virtual production, where massive LED screens replace traditional green screens to create hyper-realistic environments, are revolutionizing content creation. This approach enhances visual authenticity while reducing costs and production time, making it a transformative tool for both small projects and major productions.
Additionally, I see immense potential in vertical mini-series, particularly in the Chinese market, where this format has experienced exponential growth. With budgets ranging from $200,000 to $1 million, vertical series offer a low-risk, high-reward model for creators and brands. Successful projects can generate significant revenue, leveraging mobile-first consumption trends to engage modern audiences. I believe this format will continue to evolve, opening new doors for storytelling and audience connection.
Reflecting on my journey, I am grateful for the diverse experiences and collaborations that have shaped my career. From independent documentary filmmaking to the strategic complexities of commercial directing, every project has been an opportunity to refine my craft and broaden my perspective.
For those unfamiliar with my work, I want to emphasize that my approach is rooted in authenticity, creativity, and a commitment to excellence. Whether partnering with global luxury brands or emerging local talents, my goal is to create stories that inspire, connect, and leave a meaningful impact.
As I continue to grow, I look forward to exploring new collaborations and pushing creative boundaries. With each project, my passion remains steadfast: to tell stories that not only captivate but also connect deeply with the hearts of audiences.
If you had to pick three qualities that are most important to develop, which three would you say matter most?
The Three Pillars of My Journey as a Filmmaker
Reflecting on my journey as a filmmaker and director, I believe three qualities have been most impactful: optimism, a strong sense of responsibility, and persistence. These attributes have shaped my approach to storytelling, collaboration, and navigating the challenges of the industry.
Optimism: The Fuel for Creativity and Teamwork
As a director, you are the central mind of the team. Optimism is essential—not only in believing in the content you create but also in maintaining confidence in the production process and your cast and crew. A positive outlook inspires proactive problem-solving and fosters an environment of collaboration and trust. It allows you to stay calm under pressure and find the best solutions within limited time and resources.
For me, optimism is contagious. When I approach a project with enthusiasm and confidence, my team feels it too. This energy can transform challenges into opportunities and keep everyone motivated.
Responsibility: The Backbone of Leadership
Being a filmmaker comes with immense responsibility. As a director, you are accountable not only for the final product but also for the well-being of your crew, the trust of your producers and investors, and the expectations of future audiences. Every decision you make has a ripple effect, and understanding this responsibility is crucial.
To honor this accountability, I continually strive to improve my craft. Filmmaking is a discipline that requires constant learning and hands-on experience. I’ve dedicated myself to refining my skills and participating in as many productions as possible. The lessons learned on set—from managing logistics to solving creative challenges—are invaluable. Responsibility means giving every project your absolute best effort, no matter its scale.
Persistence: The Key to Longevity
Persistence has been a cornerstone of my career. Since discovering my passion for filmmaking, I’ve remained committed to the industry, even as many of my peers have transitioned to other fields. My dedication to this craft and my willingness to persevere through its ups and downs have defined who I am and where I am today.
Filmmaking is rarely a short journey. A single project can take months or even years to complete, from initial concept to final release. Throughout this process, there will be obstacles—creative, financial, or logistical. Persistence means staying focused on the end goal, no matter how long it takes.
For example, one of my recent projects required over a year of development, yet every challenge we overcame made the final result more rewarding. This kind of perseverance not only strengthens your work but also deepens your appreciation for the art and its impact.
Advice for Aspiring Filmmakers
For those just starting out, my advice is to cultivate these three qualities. Stay optimistic, even when things seem uncertain. Embrace responsibility by committing to your growth as a filmmaker and valuing the trust placed in you by collaborators and audiences. And most importantly, never give up. The journey is long and sometimes daunting, but if you remain persistent, the rewards will come.
I truly believe that when you approach your work with optimism, responsibility, and perseverance, the world will respond in kind. The challenges will lead to growth, the collaborations will lead to meaningful connections, and the stories you tell will find their audience. Filmmaking is not just a career—it’s a lifelong commitment to creativity and impact.
Alright, so before we go we want to ask you to take a moment to reflect and share what you think you would do if you somehow knew you only had a decade of life left?
The particular challenge I’m currently facing is bridging the gap between my aspirations and the reality of entering the feature film industry. Despite my experience and passion, it often feels like a distant and exclusive world—one that is not easily accessible to outsiders.
Every industry has its own barriers, but the film world can be especially insular. Opportunities that are publicly available are rare, and more often than not, they rely on serendipity—you must happen to know someone in the field, and that connection must align with the right opportunity for you to even demonstrate your qualifications. As an Asian, female, and Chinese director, these chances are even more scarce.
This challenge is compounded by the structural realities of the industry. A scene from Barbie vividly illustrates this point: an important decision at Barbie’s headquarters is made by a roundtable of ten middle-aged men in suits. While the moment was satirical, it reflects the broader truth—film production, especially at the mainstream level, remains dominated by middle-aged white men. This concentration of power creates a dynamic where male-centric narratives and perspectives prevail. Female-driven stories, like Barbie, which dared to subvert this norm and achieved monumental success, are unfortunately still rare exceptions.
However, I am inspired by trailblazers who are rewriting the rules of the game. Visionaries like Greta Gerwig, Margot Robbie, and Reese Witherspoon have shown us that it’s possible to break the mold. Reese Witherspoon’s transition from a celebrated actress (Legally Blonde) to a powerhouse producer is particularly inspiring. By taking control of the storytelling process, she has amplified female voices and narratives that resonate beyond the conventional norms of Hollywood.
I hope to see more women in leadership roles in the film industry, shaping its future and creating space for diverse voices. For female directors like myself—specifically Asian and Chinese directors—the opportunity to enter this space and make films that reflect our unique perspectives remains limited. Yet, the success of films like Barbie shows that there is a demand for these stories, and I believe the industry is slowly beginning to recognize the value of diversity in storytelling.
My dream is to contribute to this shift, to bring authentic, culturally rich, and globally resonant stories to the screen. Breaking into the feature film industry is not just about gaining personal success—it’s about helping to pave the way for the next generation of underrepresented filmmakers, ensuring that more voices like mine have a seat at the table.
While the challenges are significant, I am committed to staying persistent and optimistic, knowing that each small step forward contributes to a larger movement toward inclusivity and change.
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Image Credits
Hammer Haobang Geng, Deng Chun.
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