Where Are You Really From?

Racism isn’t always loud, sometimes it’s a micro aggression. This campaign shows the lived experiences of East and Southeast Asian communities while resonating with other minorities.

Launched with Virtue and VICE, we collaborated with embroidery artist Nicole Chui and featured voices like Richard Pang (Hugo Boss), Zing Tsjeng (VICE), and Will Oshiro De Groot (LEGO) . A Snapchat filter turned the artwork into a wearable digital T-shirt, reaching over quarter of a million users in over one week.

Agency: Virtue /VICE

Art Director: Hannah Bituin

ECD: Nate Woodhead