The Asian American Foundation — #SeeUsUnite

As anti-Asian hate crimes surged during the pandemic, the Asian American Foundation set out to create more than a statement — they needed a cultural platform that could amplify voices, mobilize allies, and reframe what solidarity looks like in action.

As Art Director (Concept Lead) on #SeeUsUnite, I helped develop the campaign’s creative platform — anchoring the work in an anthem film and nationally broadcast event, “See Us Unite for Change.” Through music, comedy, short documentaries, and live storytelling, the campaign spotlighted lived experiences while directing attention to the grassroots organizers driving impact.

In partnership with cross-functional teams, we brought the platform to life across film, digital, and live programming — building a cohesive narrative system designed to educate, humanize, and inspire collective action at scale.

Creative Director: Martina Chaconas
Copywriter: McCabe Walsh