Netflix

Asian Americans and Pacific Islanders (AAPI) have long been underrepresented in entertainment, often portrayed through stereotypes or stripped of their unique identities. Despite their immense contributions to culture, their voices have been sidelined, making them one of the most overlooked communities in the media landscape. Netflix saw an opportunity to be a catalyst for change, not just by showcasing AAPI stories but by empowering creators to tell their narratives authentically.

The challenge was twofold: raise awareness of Netflix’s "Celebrate Asian American & Pacific Islander Stories" collection and demonstrate a commitment to amplifying the voices of AAPI creators. This was not just about streaming content—it was about fostering pride and uniting a community often left out of mainstream storytelling.

To address the challenge, we built a creative strategy that centered AAPI creators and their stories. Rather than framing the campaign solely as a content promotion, we positioned it as a cultural movement—a celebration of the diverse, powerful voices within the AAPI community. We leaned into the insight that storytelling is a way for communities to reclaim their identities and share their realities with the world.

By using Netflix’s global platform and access to a wide range of Asian voices, we made the creators themselves the heart of the campaign.