Jackie Bao has signed to the company’s global directing roster, marking her first commercial representation. The richness and beauty of Bao’s films stem from her expert pacing, performance direction, and thoughtful composition, conveying genuine human emotion and visually authentic scenes.
Bao’s most recent commercial work for Tommy’s, the leading UK pregnancy and baby charity, is a poignant campaign that raises awareness of the lasting emotional impact of losing a baby. Created with Special London, the spot uses the shadows and reflections of children playing, with one missing its matching child, to illustrate the profound loss experienced by many grieving parents across the UK.
Bao’s first foray into directing was the award-winning film, “The Myth,” with Wieden+Kennedy, which focuses on cultural identity, introspective storytelling, and a cinematic aesthetic that uses intimate visuals to explore personal and societal issues. The film was created in reaction to the increased racism and anti-Asian hate crimes in post-Covid 2022. Produced by Biscuit FIlmworks, Bao was both director and DP for the project, which went on to win a Silver Film Lion at Cannes, AdColor’s Ad of The Year, a One Club for Creativity One Screen Award for Craft, a Webby, and a People’s Voice Webby. Her additional brand collaborations include Nike, Ritual, Ralph Lauren, La Mer, and an Olympics spot for Gillette Venus.
Bao’s narrative films have shown at festivals such as Tribeca and Hollyshorts, with her most recent short, Just Kids, premiering at the Asian American International Film Festival. The film was also selected for the Austin Film Festival, Aesthetica, and Flux. Produced by Biscuit Filmworks, the film follows an ambitious Asian-American man shaped by his father’s immigrant experience, who, through an unlikely elevator ride, finds a renewed sense of self.
Born and raised in Los Angeles, Bao attended Bard College for Photography and Human Rights, Carnegie Mellon, and the American Film Institute for Cinematography. Starting out first as a DP, Bao expanded into directing, bringing her incredible eye for lighting and artful framing to everything she helms. For Bao, filmmaking has become a powerful means of exploring an idea and telling stories that generate empathy. She retains a passion for the warmth of film and regularly shoots on 16mm.
“I have a profound respect for the Biscuit team and their directors,” said Bao. “They’ve shown such support and enthusiasm for me and my work, from ‘The Myth’ to Just Kids; and collaborations with Isaiah Seret and Dan DiFelice have been powerful professional experiences. Everyone is so invested in the work they do and they feel like family.”
“Jackie and her collaborations with other Biscuit directors are great examples of mentorship that goes both ways,” said Rupert Reynolds-Maclean, Managing Director at Biscuit Filmworks UK. “I’m immensely proud of our first UK project together for Tommy’s charity with Special Group London. It is the beginning of a close relationship between us and Jackie through the UK office.”
“Partnering with Jackie on such impactful pieces has brought a fresh perspective to Biscuit,” said Shawn Lacy, Founding Partner of Biscuit Filmworks. “We’re excited for her to bring her skillset to more projects that are unexpected and push the boundaries of what advertising can be.”