ROLE
CD

SCOPE
Launch film, GoldHouse A100

THE PROBLEM

Society always considered Asian Americans polite, soft-spoken and quiet. And that perception dampened our wins, too. But they've got it all wrong. We've never been quiet. We've been screaming at the tops of our lungs throughout history.

THE CONCEPT

Raised Voices. A declaration, not an ask.

For AAPI Heritage Month, Google partnered with GoldHouse to launch the 2022 A100 Gala, an annual celebration of the 100 most impactful Asian and Pacific Islanders, with a film that highlighted AAPI excellence at full volume. We SETTLED. For gold, and nothing less. And now that the world is finally listening, we're not giving the mic back.

CD: Vinh Tran

ROLE
ACD, ART

SCOPE
Launch campaign, Google Duo

THE PROBLEM

Love doesn't shrink with distance. But the ways we expressed it did. In 2019, video calling was still a utility, something functional and forgettable. People couldn't just reach out to be together.

THE CAMPAIGN

Love Liberates. Google Duo gave them a way to.

When love can travel any distance, it frees us to go wherever life takes us without losing each other. So Dr. Maya Angelou's words became the campaign’s soul, and Duo became the way that love traveled. The distance remained. The separation did not.

CD: Derrick Harmon

Art: Vinh Tran (ACD)

Copy: Adam Yencho (ACD)

Director: The Malloys

DP: Donté Lee