New Asian Narrative

Asian & Pacific Islander young adults are held to impossible standards — not only by the model minority myth unfairly placed on them by society, but the cultural and cross-generational expectations of their parents as well. Asian exceptionalism in media and entertainment has definitely not helped the situation. It's no wonder many young API credit outside expectations as a detriment to their mental health.

This campaign, launched during AAPI Heritage month, was intended to take aim at the traditional narratives of the API success story, and offers up alternative routes to self-actualization.

We interviewed dozens of real people across the country, and invited them to share their personal version of the API experience. 

BRAND: META

AGENCY: MOJO SUPERMARKET

ROLE: CREATIVE DIRECTOR

"My dad always wanted a son, but instead he got 2 daughters. As the oldest, I became his assistant — an extra hand for work around the house. I’ve never fit into the boxes of poised and dainty, and that contributed to how girly I saw myself. When I first decided to cut my hair short, I felt like I didn’t look like a girl anymore. Now I feel like I look like me. I found the confidence to rep who I am: a unique person, not trying to fit into any box.” 
— Amy S.

"I am a 4'11" Chinese-American collegiate level basketball player. Growing up, I didn't have a role model that looked like me.” 
— Elissa L.

"I became a nurse because it was what my parents wanted me to do, but I was never really sure if it was for me. Over time I learned I loved working with tools so I specialized in orthopedic surgery. It wasn't easy working in a physically strenuous and male-dominated field. Now I own a home renovation business and build and design for my company. I enjoy woodworking because I didn’t grow up with a lot, and it helps me create something out of nothing. Filipino women are more than their stereotypes."
— Rea C.

“I’m more confident than ever. Both in my masculinity and femininity. I was raised in a traditional Taiwanese family that had strict beliefs on how a man should act. Because of it, I felt pressured to hide my queer identity. Through performing, I found the only outlet that allowed me to be myself: a singer, a songwriter, and a queer artist.”
— Kai W.

Creative

Agency: Mojo Supermarket
CCO: Mo Said
ECD: Jono Paull
Creative Director: Sean Park
Senior Art Director: Connie Chweh
Senior Copywriter: Rux Drea
Head of Production: Tasha Cronin
Senior Producer: Jake Herman

Production

Production Company: Stept
Photographer: An Rong Xu
Director: Alexander Nguyen
Director of Photography: Andrew Yuyi Truong

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