GOOGLE MAPS

Asian-owned Spotlight

HERO FILM / BRAND CAMPAIGN / TV PRoduction / AWARENESS AND EDUCATIOn

BRIEF

In the wake of COVID's sharp increase in Asian stigmatization, 90% of small Asian-owned businesses lost revenue.

Google asked our team at Hook to develop a social video for their new Asian-owned badge, which allows businesses to self-identify and stand out on Google Search and Maps. My creative partner Hieu Luong and I saw an opportunity to make an impact within this community and create something bigger than a social video, something that truly championed businesses in Los Angeles. This is one of the most meaningful and fulfilling projects I’ve been lucky to be a part of.

Role: Associate Creative Director
Responsibilities: Creative Concepting, Scriptwriting, Presenting, The Final Product
Winner: 2023 Anthem Award - Silver Winner - Branded Content or Collaboration, Shorty Finalist - Racial Impact

We shot on location at each business and our director, Lukas Dong, captured each owner in their natural element.

EXECUTION

Hieu and I spent a lot of time working late and discussing the brief, kicking around concepts. While the original ask was a UI-heavy animation to be featured on Google’s social channels, we felt that this community, in light of waves of Asian hate in the past years, deserved more of the spotlight.

The insight of demonstrating the pride these businesses have in their heritage, during a time when communities were finding self-expression difficult became our campaign through-line. We aimed to celebrate the people who power these businesses, and how their background is the engine that helps their businesses stand out.

Google enthusiastically agreed with our adapted approach of focusing on a 60S hero film, and we got the green light to go into production.

First Pitch Idea Slide

First Script

Extended Script

Mapping the energy of the 60 seconds

Moodboard explorations

Moodboard script

PRODUCTION

We cast and staffed up for the shoot, which ended up featuring six Asian-owned businesses across Los Angeles. This was extra special for Hieu and me since we were both LA natives — it meant a lot that we could shine a light on some of our favorite local spots.

From day one, we knew that authentic representation would be key to an execution that got it right. As a result, our director, director of photography, second assistant director, editor, and photographer, as well as the hair and makeup team, were all Asian American. Our production company, Porch House, worked tirelessly to put together a smooth and detailed film shoot.

Simultaneously, we began development and designs for assets beyond the hero 60s film, ultimately to be used across Instagram, Facebook, Twitter, and the Google Keyword blog.

The project launched in the late summer of 2022, but the lessons and memories I took away from this project will stick with me for the rest of my career. Namely - the more diverse your creative team is, the more you can tap into incredible insights. That, and when you’re working on a project you’re passionate about, the passion will show up in the final product.

The last lesson I learned? If Jazz from Jitlada offers you soup she made for the scene at 9 AM on the street, you eat the soup. Because it will be the best damn street soup ever.

More Stills and BTS below.

Businesses featured: @Jitlada_la @GoodHause @EastWestShop @TortoiseGeneralStore @Peru.Films @Bollypop_la