Bianca Fernandez never thought she’d be on reality TV-then came an Instagram DM from someone working on a new advertising competition show, NBC’s On Brand with Jimmy Fallon.
“I remember calling my mom and being like, ‘Do you think this is legit?'” Fernandez told ADWEEK. “‘But also, if this is legit, how perfect is this for me?'”
It was so perfect, in fact, that she won it all. On the show’s Season 1 finale that aired oct. 31, Fallon and his co-host, Bozoma Saint John, announced Fernandez as the show’s first Innovator of the Year. Along with a cash prize of $100,000,her concept for the final client,Therabody,will be produced as a commercial.
“It’s pretty surreal,” said Fernandez, a Gen Z marketer based in New York.”Going into the experience, I had truly no idea what to expect, but I did know I really wanted to win, and I knew based off of what was described to me that I’d have a shot if I gave it my all and didn’t hold myself back.”
She embraced that ethos throughout the season, frequently enough becoming the project lead on campaigns such as creating a viral drink for drive-in QSR chain Sonic and adding a “spicy take” idea to Captain Morgan’s Super Bowl campaign. While on the show, she even proclaimed her intentions to make the Forbes 30 under 30 List.
But success wasn’t easy. Fernandez noted there were “a lot of pressure cooker moments” throughout the season, with some of the most stressful times not even making the final cut. As a notable example, when meeting with graphic designers, contestants had equal but limited time-what Fernandez described as just “minutes”-to turn their ideas into campaigns, sometimes overnight.
As if that weren’t enough pressure, everything was on the contestants, with Fernandez saying NBC made sure to promote fairness so the behind-the-scenes creatives didn’t impose their own strategy while translating contestant ideas into pitch presentations, even if those ideas went awry.
The finale brought on added challenges as Fernandez and fellow finalist ryan Winn had to create and shoot an entire commercial for Therabody, essentially by themselves and in an equal but “insanely short amount of time,” according to Fernandez.
“it was wild,” she said. “I remember in the bus on the way shot-listing [the ad] out on a piece of paper and a notepad, sketching out frame by frame each of the shots that I needed.”
But, in many ways, Fernandez had been training for that pressure for years.
You can’t just Tumblr your way into advertising.
Bianca Fernandez: From ‘The Apprentice’ to Leading Brand Strategy at therabody
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Bianca Fernandez, known for her appearance on Season 20 of “The Apprentice,” has transitioned from reality television to a prominent role in the marketing world. She currently serves as the Head of Brand at Therabody, a leading wellness technology company specializing in percussive therapy and recovery tools.
Fernandez recently completed her run on “The Apprentice,” where she demonstrated a willingness to embrace unconventional challenges. She recounted an experience where contestants were tasked with acting enthusiastically about a CGI pillsbury Doughboy, highlighting her ability to adapt and contribute to creative projects. While she noted some facial expressions didn’t make the final cut, she viewed the experience as valuable and entertaining.
“You really wear what you think on your face, don’t you?” Fernandez said, adding that she was proud of her willingness to “take big swings and show up every day.” This willingness to embrace challenges and contribute creatively appears to be a key trait she brings to her professional life.
Focus on Brand Leadership at therabody
Fernandez’s appointment as Head of Brand at Therabody signifies a significant step in her marketing career. She is responsible for shaping and executing the company’s brand strategy, overseeing marketing campaigns, and driving brand growth.Adweek reported on her appointment, highlighting her focus on consumer brand development and production work.
“I’m lucky I have the opportunity to be head of brand at a consumer brand right now, run marketing campaigns, and do that kind of work,” Fernandez said. “I’m excited to keep doing that work, keep getting better, and-yeah-ride the wave.”
Future Aspirations and Recognition
While Fernandez hasn’t yet been named to the Forbes 30 Under 30 list,she revealed she recently interviewed with the publication. This demonstrates her ambition and recognition within the industry. her current focus remains on expanding her expertise in marketing and continuing to contribute to Therabody’s success.
Fernandez’s journey from reality television to a leadership position at a prominent wellness brand showcases her adaptability, marketing acumen, and dedication to professional growth.