asian american federation!
Being asked “where are you really from” is yet another way the AAPI community can be made to feel othered by people in their own hometown.
In response, we flipped the question around, and created a travel poster inspired series, “I’m REALLY From” to instead, champion belonging. We interviewed 10 Asian Americans from NYC and other cities around the United States and paired them each with an illustrator to depict the cities they grew up in with the vibrancy, color and joy they deserve.
Each poster is filled to the brim with details our interviewees shared about their hometowns, memories, family traditions, and elements they associate with home.
Awarded a Yellow Pencil at D&AD 2022 and a Gold Pencil at The One Show 2022
In response, we flipped the question around, and created a travel poster inspired series, “I’m REALLY From” to instead, champion belonging. We interviewed 10 Asian Americans from NYC and other cities around the United States and paired them each with an illustrator to depict the cities they grew up in with the vibrancy, color and joy they deserve.
Each poster is filled to the brim with details our interviewees shared about their hometowns, memories, family traditions, and elements they associate with home.
Awarded a Yellow Pencil at D&AD 2022 and a Gold Pencil at The One Show 2022
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Eva Chen is a Taiwanese-American children’s book author and Head of Fashion Partnerships at Instagram whose life and times in Manhattan have earned the adoration millions around the globe.
She’s really from New York City.
She’s really from New York City.
Illustrated by
Sophie Diao
On Instagram, we dove deeper into the stories of our subjects, their perspective on the question “where are you really from?”, and the details that can be found in their posters that were taken from their lived experiences.
After every Instagram In-Feed post, we concurrently uploaded Instagram Stories detailing the items and locales that make home home for our interviewees.
Noel Quintana is a Filipino-American New Yorker who has shown resilience and joy even after surviving a racially-charged hate crime at the onset of the COVID-19 epidemic.
He’s really from New York City.
He’s really from New York City.
Illustrated BY
Lydia Ortiz
Instagram In-Feed Carousel
Instagram Story
Apolo Ohno is a decorated former Olympic Speed Skater and Japanese-American who grew up under the loving guidance of his father.
He’s really from Seattle.
He’s really from Seattle.
Illustrated by
Bianca Austria
Instagram Carousel
Instagram Story
Christina Mui was born and raised in New York City and growing up at several intersections of identity while being heavily involved in volunteering in Chinatown.
She’s really from New York City.
She’s really from New York City.
Illustrated by
Deborah Lee
Instagram Carousel
Instagram Story
Shayn Prapaisilp is a representative of his city through and through. His love for its cuisine and Cardinals baseball runs through every fiber of his being.
He’s really from St. Louis.
He’s really from St. Louis.
Illustrated by
Lisk Feng
Instagram In-Feed Post
Instagram Story
Suki Terada Ports grew up after the Second World War and has seen and has been a part of many changes of her home.
She’s really from New York City.
She’s really from New York City.
Illustrated by
Kezia Gabriella
Instagram In-Feed Post
Instagram Story
Kevin Kwan is the author of the worldwide acclaimed novel Crazy Rich Asians. Though he was born in Singapore, his roots grow deep in Texas soil.
He’s really from Houston.
He’s really from Houston.
Illustrated by
Jiaqi Wang
Instagram In-Feed Carousel
Instagram Story
Created PRO-BONO with a special group of FOLX at droga5
Angela Li, Rik Mistry, Karen Short, Caroline Fahey, Cliff Lewis, Mariel Milner, Cherish Lee, Sarah Khan, Lauren Williams, Abe Nowels, Kenisha Rullan, Albie Eloy, Paul McGuyver, Rachel Scarpelli, my copywriting partner Gabriel Sehringer and more! To see the rest of the poster series or to buy your own and contribute against Hope Against Hate, visit aafederation.org
send noods!
We gave people the chance to send some much-needed comfort and affection to the people they care about the most, in the cheesiest way possible—by sending noods (not nudes).
The huge integrated campaign centered on a website where people could send noods (free Kraft Macaroni and Cheese) to someone they love.
The huge integrated campaign centered on a website where people could send noods (free Kraft Macaroni and Cheese) to someone they love.
Social + Dating app ads
GIPHYs
Created at Mischief with
Travis Myers, Nina Hang, Bianca Guimaraes and Kevin Mulroy. Featured on
The Late Show Stephen ColbertTrending #5 on Twitter next to Joe Biven. Bing Bong.
OKCUPID!
We found that OkCupid users who indicate that they vote or intend to vote are 85% more likely to receive messages and 63% more likely to find a match. So we took to the streets and even the seas, encouraging potential lovers to become #VILFs, because there’s nothing sexier than civic duty.Out of Home Ads!
Influencer kits!
Social!
giphy stickers!
created with
Ryan Dzur, Sam Côte, Bianca Guimaraes, & Kevin Mulroy.featured on
Fox News, The Drum, AdWeek, POLITICO, Campaign US, The Hill, AgencySpy, AdAge, Muse by Clio, MediaPost, AskMen, Morning Brew, etc.burger king!
To get people talking about Burger King, we gave people free Whoppers in exchange for their faces as advertising space using an AR filter.
Winner of a Silver Pencil at The Young Ones One Show Awards 2019
Winner of a Silver Pencil at The Young Ones One Show Awards 2019
