Ascend

Digitas *Lead Agency

Atit Shah, EVP, Chief Creative Officer, North America
Michelle Tang, Chief Marketing Officer
Nathalie Huni, EVP, Head of Design
Jennifer Awasano, SVP, Creative
Christina Goswiller, VP, Group Director, Social Strategy
Michelle Chan, VP, Group Director, Brand Strategy
Renee Alvarado, Associate Director, Creative
Priya Wittke, VP, Account Director
Greg Lederer, VP, Group Director, Executive Producer
Sergio Castro, SVP, Production
Malissa Strahan, Associate Director, Digital Producer
Anna Johnson, Associate Director, Digital Producer
Tasha Royzina, Group Director, Business Affairs
Stuart Pidrak, Manager, Business Affairs
Peter McCann, Chief Production Officer
Cesar Avellaneda, Motion Designer, Post Production Manager
Dariella Pietri, Senior Motion Designer
Oscar Chavarria, Associate Video Director
Karla Grill, VP Project Management

PXP Studios

Gina Grosso, Head of Production
Dada Shikako, DP/Director
Michelle Rand, Producer
Alec Hoffman, Associate Producer
Marissa Mandarino, Retouching & Producer Lead
Sean Halliday, Retoucher
Jack Battiste, Retoucher
Pamela Rodgers, Senior Production Designer
James Du, Production Artist

Another Country

Tim Koon, Executive Producer
Jordan Stalling, Audio Engineer
Logan Vines, Assistant Audio Engineer

In the face of Asian hate, this pro bono campaign brought much-needed attention to the long-buried, invisible biases keeping AAPI professionals from achieving their full potential. Beyond a provocative message, we called for change without disparaging the culture. Knowing the cultural reflexes of the community, we struck a balance between coming on too strong and not pushing hard enough.Ultimately, we brought an invisible community together to bring attention to an invisible issue, delivering 114MM impressions without paid media, and awakening a dormant community to spark change in Corporate America.