A mindset shift can change how we face struggles and how we shape the stories we live by. For Chrissie Choo, the pandemic became the turning point that led her to create CoCreates, a platform where storytelling and mental wellness meet. Chrissie Choo is the founder of CoCreates, a mindset education company focused on helping people reframe their struggles, shift their internal narratives, and take back creative control of their lives. With a background as a filmmaker, educator, and storyteller, Chrissie now channels her skills to help others turn setbacks into breakthroughs—and make personal growth feel more like an adventure.
A Mindset Shift Born From Crisis
Q: What was the “aha” moment that led to your startup idea?
A: Some ventures are born from opportunity, but others are forged in the fires of necessity. For me, CoCreates wasn’t just an idea, but a matter of survival. I’ve worn many hats throughout my career: filmmaker, lecturer, professor, storyteller. And each time I thought I’d reached a peak, life had a plot twist in store.
During the pandemic, while organizing the Wide to Tall Film Festival (affectionately dubbed WTF2), I set out to explore sustainability through the lens of filmmaking. Our plan was straightforward: enable students to dive deep into a subject and tell their stories using both wide-screen and vertical formats. We designed the festival in three acts: learning, competition, and celebration, to merge academic research with creative storytelling.
Yet, when the films rolled in, 80% of the entries and votes centered on stress, burnout, and mental exhaustion, and only 20% on environmental issues. That unexpected revelation hit me like a lightning bolt: People weren’t just anxious about climate change; they were desperate to care for themselves. With research showing that over one billion people globally suffer from mental disorders (according to WHO) and local studies in Singapore revealing that 15% of adults and 1 in 3 youths report poor mental health, it was clear that our inner well-being was in crisis.
Imagine trying to drive a car without fuel. If our minds are empty or overwhelmed, how can we propel our lives forward? This insight crystallized the vision for CoCreates: transforming personal pain into a sustainable, positive impact through storytelling and mindset transformation.
Q: How did a personal pain point or experience spark your idea?
A: In 2021, I faced an identity crisis when my long-standing role at the Glasgow School of Art Singapore abruptly ended. I lost not just a job, but the very titles that had defined me. Chrissie the Filmmaker, Educator, and Mentor. It was like watching the script of my life being rewritten without my consent.
During this period of loss and uncertainty, life threw me yet another challenge. My son’s battle with severe eczema, and the painful journey through Topical Steroid Withdrawal (TSW), left me emotionally and physically drained. I became his primary caregiver during a grueling 18-month recovery. In the midst of sleepless nights and overwhelming worry, I began to question: Who am I without the roles I once thrived in?
This was a turning point. I realized that while I’d spent years helping others articulate their stories, I had neglected my own narrative. Through the metaphor of a phoenix rising from the ashes, I decided it was time to rebuild, this time with a focus on mental and emotional well-being.
Research consistently shows that personal crises, while deeply painful, can serve as powerful catalysts for transformation. I chose to channel my pain into a purpose-driven solution: a platform that uses narrative design to guide personal transformation.
Q: Were there any serendipitous encounters or events that inspired your idea?
A: The path to CoCreates was anything but linear. In my darkest moments, unexpected mentors and random encounters provided the guidance I desperately needed. I remember days when the idea of not waking up seemed almost inviting. Until my children, with their simple, unwavering belief in me, pulled me back.
At a networking event, a designer casually sketched a Venn diagram on a drink coaster, a diagram that beautifully mapped storytelling, business, and creativity. This simple yet profound visual shattered my rigid thinking. I realized I didn’t have to choose between passion and practicality; instead, I could merge them. It was like discovering that the secret ingredient for a recipe was right there in your pantry all along.
Two pivotal moments solidified this new direction:
• The Song That Saved Me: Singing Jason Mraz’s “I Won’t Give Up” a nightly ritual with my children since their birth, was strangely brought up by my youngest right around the same I was struggling through redefining my career and identity during these uncertain times. It became a reminder that even in the bleakest moments, perseverance can be found in the simplest of acts, and the most unlikely places – my little children.
• Mentorship from Gary Hong: Collaborating with Gary Hong, the founder of Ten Square, introduced me to the philosophy of “doing good together.” His approach demonstrated that collective impact can turn individual struggles into communal triumphs.
Each serendipitous moment was like a compass point, slowly realigning my path toward CoCreates.
Q: Can you describe the process of refining and clarifying your initial idea?
A: After my breakthroughs, I started writing, around 7-8 months ago. Not with a grand business plan in mind, but as a way to process my own transformation. My blog on narrative transformation, mindset shifts, and identity reinvention resonated with over 700 subscribers within seven months. The engagement on my posts about goal-setting and mindset hacks made me realize that people crave a framework to guide their self-improvement journeys.
Imagine turning personal growth into a game—a playful, interactive adventure rather than a monotonous list of “shoulds.” That’s when the idea of gamifying mental wellness took root. I envisioned a community where learning, accountability, and creativity converge. With input from fellow mental wellness enthusiasts (and even candid feedback from my kids!), I pivoted to develop an ecosystem that makes self-mastery not only attainable but also genuinely fun.
Q: How does your startup idea align with your passions and values?
A: CoCreates stands at the crossroads of my lifelong passions: storytelling, education, and human transformation. I’ve always believed that our personal narratives shape our decisions, much like the script of a film dictates its plot twists. With CoCreates, I’m inviting others to see themselves as the heroes of their own stories.
Our mission is simple: to provide tools that empower individuals to navigate their mental landscapes with clarity and creativity. Whether it’s through our goal-setting playbook, the AI-powered Thrive Habit Hacking App, or the community-driven CoCreator Club, every initiative is designed to make personal transformation engaging and accessible.
Research on social connection and mental well-being supports this approach. Studies have found that individuals who engage in community activities and share their experiences are less likely to experience feelings of isolation and burnout.
As I like to say, we don’t grow in isolation. Just as a forest thrives through the interdependence of its trees, our personal growth is enriched when we support one another. CoCreates isn’t just a business, it’s a movement to rebrand mental wellness and transform struggles into stepping stones toward extraordinary lives.
Q: What projects are you currently developing at CoCreates?
A: Today, CoCreates is expanding into a full ecosystem to help people reframe their narratives and build momentum toward success:
- GOALS: The Game On Mindset: A goal-setting playbook that turns self-mastery into an adventure.
- The Thrive Habit Hacking App: An AI-powered accountability buddy to gamify personal growth.
- Legends From The Edge Podcast: A storytelling series where I interview high performers to uncover the hidden scripts behind their breakthroughs.
- The CoCreator Club: A community for entrepreneurs and creators who want to reframe their struggles and move forward with purpose.
At its core, CoCreates exists to reframe mental wellness and help people rebrand their struggles as stepping stones. To stop waiting for life to happen and start directing it, like the protagonists they truly are.
Because you are your story. And the most powerful thing you can do? Own it. Rewrite it. And make it extraordinary. For then and only then, can we CoCreates a kinder future for our children, together.
In Conclusion
Chrissie Choo’s journey from personal crises to founding CoCreates is a vivid reminder that our most challenging moments often hold the key to our greatest transformations. By blending storytelling with practical mindset tools, she’s not only reinvented herself but is also inviting a community to rise together. After all, every great story has its ups and downs, and it’s how we rewrite the narrative that defines our legacy. Because you are your story. And the most powerful thing you can do? Own it. Rewrite it. And make it extraordinary. For then and only then, can we CoCreates a kinder future for our children, together.
Read the article in Chinese here.
