Every story, eventually, becomes a challenge of translation. The original spark — the idea behind a film, a campaign, a sentence — must travel across mediums, across audiences, across languages, sometimes oceans, sometimes algorithms, before it arrives, intact, somewhere recognizable. Much is always lost along the way. The work of getting something through that distance, without flattening it or losing what made it worth sending, is its own art.

"Whether it's a product launch, a major announcement, or a partnership between major brands," says Chelsea Xinyi Chen, "my goal is to stay true to the brand while building cultural resonance and genuine connection with audiences."

Across audiences, languages, and formats, Chen's work has, increasingly, the shape of global brand storytelling at scale. From the launch video for TELUS Sovereign AI Factory — North America's first telecom-led sovereign AI build, in partnership with NVIDIA, anchored in the company's $37 billion USD network-investment program — to the brand film welcoming WestJet passengers to in-flight WiFi delivered through TELUS's partnership with SpaceX's Starlink network; from a $14.5 million USD federally-funded submarine cable connecting remote communities to a nine-language global rollout marking TELUS Health's global expansion, including the $350 million USD acquisition of Workplace Options, the Shanghai-born Senior Producer has, in her years at TELUS, anchored the brand storytelling behind launches covered by The Globe and Mail, Nasdaq, NVIDIA’s Developer Blog, Yahoo Finance, and CBC News.

The trajectory, from an award-winning filmmaker to a senior producer's chair at one of North America's largest telecommunications and technology companies, is one she's been quietly building toward for the better part of a decade.

Born and raised in Shanghai and later in Vancouver, she grew up between two creative cultures, developing the fluency in Eastern and Western communication and visual languages that now defines her work.

Her creative foundation is rooted in independent filmmaking: an auteur's eye, a disciplined aesthetic, and a preference for emotional clarity over visual spectacle. Her debut short film I Will Keep Your Light (2018) was her first success at bringing this sensibility into a cross-cultural story, with a visual language that moved audiences as much as the narrative did. It won a Leo Award, received a nomination from the Canadian Society of Cinematographers, and was screened at both the Whistler and Montreal World Film Festivals.

The festival run continued. Helen (2019), The Executioner (2020), and Xiaoyu (2022) carried her work through the LA Indie Short Fest, the Beijing International Short Film Festival, the Clermont-Ferrand International Short Film Festival, and the Palm Springs International ShortFest. The Shanghai International Film Festival further chose her as one of eight filmmakers from 120 applicants for its inaugural SHOOTING 48H Challenge. Alongside her own work, she has contributed to the curation of digital culture, serving as the Festival Director for the Persistence of Vision Film Festival and as Project Manager and Preliminary Juror for the NOWNESS Short Film Talent Awards.

That intellectual depth, artistic vision, and editorial judgment now travel with her into branded content. Across East Asia and North America, she has delivered international campaigns for global brands including Volvo, FITURE, Uniqlo, and Trip.com Group, while also driving substantial follower growth for global content platforms.

Since joining TELUS in 2024, she has led production of more than 30 brand videos annually, shaping each from first concept to final cut. She translates complex topics such as product launches, AI infrastructure, frontier-tech partnerships, and executive communications into visual narratives that are compelling, coherent, and forward-thinking.

For Chen, production techniques and AI workflows are merely storytelling tools.

"Tech has become a major part of the cultural narrative," she says. "Coming from a film and arts background, I find it especially exciting. I get to work right at that intersection."

"In the AI age, people are craving content that feels human — and that's exactly what good storytelling delivers," she continues. "Within a brand framework, there's still enormous room for craft. It's about how you tell the story."

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