Jao has built a creative department based on what he calls Creative Flourishing—his own culture-led approach to fostering an environment where thinkers and doers can unlock their creative potential by systematizing character development, motivations, and opportunities.

Through Creative Flourishing, in his first year as Executive Creative Director of Propel Manila in 2024, the agency was named Campaign Global Philippine Independent Agency of the Year, Campaign Southeast Asia Philippine Independent Agency of the Year, and 4As Philippine Independent Agency of the Year, sweeping the latter’s major categories including Best in Industry Leadership and Best in Creative.

Creative Flourishing’s emphasis on high-impact, digital-first creativity paved the way for award-winning digital work from major brands such as Move It, GCash, Philippine Airlines, Datu Puti, and Avida, among others—allowing Propel Manila, at one point, to register the highest number of brand wins for an independent digital agency. In 2025, his department produced the country’s official representative for the Cannes Young Lions Digital competition—the first time the Philippine team came from an indie digital agency—with the team making it to the Top 10 Shortlist in Digital.

Before making his mark in the country’s indie agency scene, Jao spent over two decades producing internationally awarded and culturally resonant work for top brands during his tenure at McCann Erickson’s Harrison Communications, BBDO Guerrero, and Publicis Jimenezbasic.

Outside of advertising, Jao is also a volleyball coach, trainer, and athlete; a graduate school instructor; and a book reviewer with an online #1bookamonth series.