5 Minutes with… Ann May Chua
Starting as a freelance producer, Ann May Chua’s journey through the industry is one of determination and leadership, highlighting the evolution of creativity in advertising.
Now head of production at Virtue Worldwide APAC, Ann May reflects on her journey from an imaginative child to a leader in content production.
She shares how her early creativity paved the way for a career filled with defining moments, from navigating diverse aspects of production to embracing the democratisation of content creation.
Ann May also discusses the cultural shift towards Asia and her commitment to fostering inclusivity within the industry, providing valuable insights into the content production landscape.
LBB> Have you always been a creative person, even as a child?
Ann May> Does having imaginary friends count? As a child, my imagination was my playground. While I took part, I didn't necessarily excel in structured creative activities such as calligraphy, watercolour, or piano, so my parents would probably say I wasn’t a creative child. But I was always dreaming up different worlds and scenarios in my mind. Reflecting on my childhood creativity, I think of Bing Bong from Inside Out - that forgotten imaginary friend. It was less about tangible achievements and more about the vivid, imaginative landscapes I created.
LBB> You've had an extensive career in content production. What were some of the most defining moments in your career that led you to your current role as head of production?
Ann May> Being thrown in the deep end has been a recurring theme in my career. Thankfully, I have been given the space to make and learn from my mistakes, which was crucial to my development. It's also never just one person doing the work; it's always a team effort, and I've been fortunate to work with some incredible teams that have supported me.
Diving into different aspects of production—post-production, music and audio production, account management, events production, and even celebrity management—also taught me to approach things from various perspectives. These experiences have shaped my understanding and prepared me for my current role.
LBB> With your experience in TV digital, film, and television production, how do you see the content production landscape evolving in the next few years?
Ann May> Aside from education, information, and advocacy, content also provides entertainment. Traditionally, content has been used to tell people what to do or buy, but in today's digital age, where there's an overwhelming amount of information, standing out is a challenge. Rather than “shouting” at people, why not meet them where they are and engage with them in ways they already enjoy.
With over 4.5 billion internet users worldwide, watching online videos and entertainment are among the most popular activities. By placing ourselves in that space with entertainment-led content, we can move beyond just “telling” and truly engage audiences. This includes gaming, anime, music and concerts, dance, sports, and performing arts.
It’s an exciting time to be in this space, for sure.
LBB> What advertising and content production trends are you most excited about right now?
Ann May> The democratisation of content creation, which puts content in the hands of individual creators, not just brands, represents a real opportunity.
When creators take the reins, they can spotlight emerging cultural forces that disrupt the present and shape the future, championing diverse voices and opinions. I'm particularly excited about the cultural shift towards Asia, which is becoming the epicentre of global culture, and the opportunity that offers brands to build and grow from inside culture.
LBB> If you could change one thing about the industry, what would it be and why?
Ann May> I'd like us to move beyond judging people based on age, experience level, or gender. We should focus only on the skills and capabilities each person brings to the table rather than any other physical characteristics. We can create a more inclusive and effective industry by concentrating on what people can do rather than who they are.
LBB> As a production leader, how do you foster creativity and collaboration within your team at VIRTUE Worldwide?
Ann May> I’m a firm believer in leading by example. I openly ask questions because I don't have all the answers, and I encourage my team to do the same. It's important to remind everyone that we aren't limited to our core roles; everyone has more to offer.
I often quote a famous line from an animated film featuring a certain rat: “Not everyone can be a great artist, but a great artist can come from anywhere." By nurturing a safe and open environment, we cultivate a forum for constructive opinions and discussions without judgment. After all, we're all here to better the work, so every thought, opinion, or contribution should be welcomed.
LBB> What qualities do you believe are essential for someone to succeed in a production leadership role?
Ann May> Curiosity is key. A problem-solving mindset is crucial; seeing a problem as an opportunity to create impact and value is essential. It's not just about focusing on the latest tech or innovation. It's also about focusing on the people. People drive the work, the culture, and the overall vibe. Their well-being and development are fundamental to success in a production leadership role.
LBB> How do you see the role of gender and diversity evolving in the advertising industry?
Ann May> We must stop reinforcing gender stereotypes and rethink our approach to diversity. Advertising has a significant role in shaping societal views on gender representation and diversity. However, we must also be mindful of moving beyond gender and race. Those who are differently abled, be it physically or neurologically, age and ethnicity, need to be better represented in the industry. Accurate representation means showcasing the rich variety of human experiences authentically and respectfully. We have to also move beyond tokenism in advertising.
LBB> What initiatives or strategies have you found effective in promoting gender equality and diversity in your teams?
Ann May> One effective strategy is meeting, engaging, and hiring the right people—not just those who fit a specific mould. It's essential to create an open, honest, and judgement-free environment where conversations about gender equality and diversity can flourish. Encouraging these discussions will help foster a more inclusive and supportive team dynamic.
LBB> For someone aspiring to a career in content production, what advice would you give based on your experiences?
Ann May> You're only limited by the box you've placed yourself in. Be open to trying new things, and don't be afraid to fail fast and early. It's just as important to unlearn old habits as it is to learn new ones. Avoid getting stuck in the mindset of “it used to work before” or “it's always worked better this way.” Progress requires change, and adaptability is vital to content production growth.
LBB> Looking back at your career, is there a particular project or accomplishment you are most proud of?
Ann May> One project that stands out is Coca-Cola Creations Soul Blast.
It was entertainment-led, anchored on a game element rooted in anime and Asia.
It was also a true collaboration between the client, agency, and partners, where all agendas were aligned, and everyone had the room to do what they did best. It was a perfect example of what can be achieved when teamwork and mutual respect create something unique.
