TAO/S (Aaron & Winston Tao) are an award-winning Chinese-American writing and directing duo whose work pairs heartfelt narratives with strong cinematic visuals. Their ability to focus on the nuanced details within a story have made their work emotionally resonate with audiences worldwide.
Their diverse portfolio has spanned commercial campaigns for clients such as Starbucks, Honda, Ford, Ram, Pedigree, and World Vision. Their national commercial spot for AdCouncil with McKinney went viral, generating 42.5+mil views across all social platforms, and their Pedigree spot with BBDO picked up a Cannes Lion win and went on to generate 15.6+mil social views in just over a week to become the most successful organic content in the history of Pedigree.
The brothers have garnered industry accolades in almost every major ad festival in the world. In 2024 they won the Cannes Lion for Best Direction for their branded film, “The Rabbit Hole,” as well as Best Direction at AICP. It was named Ad of the Year in Charity at SHOTS and clinched gold at 1.4 for “On the Cusp of Greatness.” Their branded film, “Sleep Well, My Baby,” won silver at the Cannes Lions Young Director Awards. Their other branded films, “Watching,” and “SuperMaarko,” won them an additional Cannes Lions Young Director Award, the Webby Award for People’s Voice, as well as nominations for “Best Emerging Directors,” and “Best Narrative,” at One Screen.
TAO/S are currently in development for their first feature film, Until the Sun Rises, produced by Preston Lee at Sanctuary Content.