credits
About This Project
Summary
On July 22, 2025, The Asian American Foundation (TAAF) launched the “Asian+American” PSA campaign to encourage Asian Americans everywhere to celebrate the complexity and beauty of their dual identities. Created in partnership with Wieden+Kennedy New York, the initiative rolled out across events, digital, social, press, and out-of-home platforms across the country and offers this message: we don’t have to choose between being Asian and being American. We are both. Fully, proudly, powerfully.
Goals & Objectives
To encourage people to share their #AsianPlusAmerican stories, we created: 1. “Beyond Together,” a short film narrated by Sandra Oh and directed by Sean Wang 2. Billboards in NYC, LA, and SF with photography by Jingyu Lin 3. A digital campaign with 100+ icons in entertainment, comedy, and journalism
Results & Impact
We garnered $1.8M in donated media value for our out-of-home creative with 94M impressions, 3M+ organic creator impressions, and press coverage potentially reaching 376M. “Beyond, Together” received 1M+ organic views and 100,000+ engagements on TAAF’s social media in the first month of the campaign.
the team
Sheila Lirio Marcelo
- Founding Board Member
- The Asian American Foundation
Norman Chen
- Chief Executive Officer
- The Asian American Foundation
Prisca Bae
- Chief Partnerships Officer
- The Asian American Foundation
Joy Moh
- Head of Communications and Marketing
- The Asian American Foundation
Polly Fong
- Deputy Director of Brand and Creative
- The Asian American Foundation
Andrew Peng
- Deputy Director of Communications
- The Asian American Foundation
Erin Chen
- Social Media Strategist
- The Asian American Foundation
Noho Monarch
- Graphic Designer
- The Asian American Foundation
Lakshmi Hutchinson
- Content Writer
- The Asian American Foundation
Peter Zhang
- Consultant
- The Asian American Foundation
Kim Granlund
- Consultant
- The Asian American Foundation
Brandon Henderson
- Chief Creative Officer
- W+K New York
Marques Gartrell
- Chief Creative Officer
- W+K New York
Kevin Kaminishi
- Associate Creative Director
- W+K New York
Farin Nikdel
- Copywriter
- W+K New York
Vicky Mo
- Art Director
- W+K New York
Marcus Yuen
- Art Director
- W+K New York
Bowook Yoon
- Art Director
- W+K New York
Nick Setounski
- Global Head of Integrated Production
- W+K New York
Craig Keppler
- Executive Producer
- W+K New York
Caroline Park
- Associate Producer
- W+K New York
Diana Pam
- Senior Art Producer
- W+K New York
Jessi Zhou
- Associate Art Producer
- W+K New York
Chris Whalley
- Creative Services Director
- W+K New York
Leigh Ann Dykes
- Senior Creative Services Producer
- W+K New York
Laura Rowan
- Chief Strategy Officer
- W+K New York
David Ceng
- Strategy Director
- W+K New York
Joe Bae
- Senior Brand Strategist
- W+K New York
Javaad Beg
- Senior Comms Strategist
- W+K New York
Samantha Wagner
- Group Account Director
- W+K New York
Sean Jang
- Account Director
- W+K New York
Sidney Hur
- Account Executive
- W+K New York
Alex Doomany
- Associate Director of Project Management
- W+K New York
Kevin Cabanayan
- Business Affairs
- W+K New York
Sonia Bisono
- Traffic
- W+K New York
Jill Kearton
- Studio Manager
- W+K New York
Chris McClelland
- Head of Retouching/150 Proof
- W+K New York
Sean Wang
- Director
- Park Pictures
Jackie Kelman Bisbee
- Founding Partner
- Park Pictures
Cody Ryder
- Executive Producer
- Park Pictures
Chelsea Schwiering
- Head of Production and Operations
- Park Pictures
Anne Bobroff
- Head of Business Affairs
- Park Pictures
Valerie Bush
- Producer
- Park Pictures
Sam Davis
- Director of Photography
- Park Pictures
Hanrui Wang
- Production Designer / Art Director
- Park Pictures
Amanda Wing Yee Lee
- Key Costumer
- Park Pictures
Jingyu Lin
- Photographer
Kramer + Kramer
- Photographer’s Agent
Arielle Zakowski
- Editor
- Work Editorial
Fatos Marishta
- Cutting Assistant
- Work Editorial
Giselle Murillo
- Assistant Editor
- Work Editorial
Victor Medina
- Producer
- Work Editorial
Alejandra Alarcon
- Executive Producer
- Work Editorial
Chris Delarenal
- Head of Production
- Work Editorial
Erica Thompson
- Managing Director
- Work Editorial
Meredith Cherniack
- Producer
- Work Post
Drew Rissman
- Executive Producer
- Work Post
Ayumi Ashley
- Colorist
- Rare Medium
Evan Bauer
- Color Head of Production
- Rare Medium
Rachel Kong
- Color Assistant
- Rare Medium
Paul Zhao
- Composer, "Kaisei’s Story " (track)
Bomin Weon
- Creative Lead
- Citizen
Lexi Stearn
- Executive Producer
- Citizen
Molly Young
- Head of Production
- Citizen
Vlad Bar
- Senior Producer
- Citizen
Sarah Grocock
- Producer
- Citizen
Seb Vidal
- Tech Producer
- Citizen
Joe O'Connell
- Sound Designer
- Sonic Union
Kelly Oostman
- Sound Designer / Record & Mix Engineer
- Sonic Union
Carly Morgan
- Assistant Audio Engineer
- Sonic Union
Nathanael Taylor
- Audio Producer
- Sonic Union
Bill Imada
- Founder, Chairman, and Chief Connectivity Officer
- IW Group
Jess Lau
- SVP, Client Partner
- IW Group
Mila Ortiz
- Director, PR
- IW Group
Alexandra Cho Truong
- Director, Strategy
- IW Group
Amberly Wang
- Senior Social Media Strategist
- IW Group
Nena Za
- Social + Influencer Campaign Manager
- IW Group
Margie Templo Parks
- Producer
- IW Group
Blair Ballou
- Producer/DP
- IW Group
Lance Heruela
- Location Sound
- IW Group
Ali Forman
Cortney Pellettieri
Helen Lin
- Global Chief Digital Officer
- Publicis Groupe
Su Kwon
- SVP, OOH Data & Technology Solutions
- Publicis Media
Lian Weinstein
- Associate Director, OOH Data & Technology Solutions
- Publicis Media
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