Michelin AAPI Moneth
With AAPI a hot topic to jump into in 2021, my design partner and I tasked ourselves with selling a human-centric story to a major automotive client, historically cautious around cultural conversations.
After extensive research into AAPI car culture, we identified our client’s existing influencer relationships and pinpointed stories to highlight in one-page briefs to talent. With limited production budget available, we managed to create a post not only pushing our client towards more meaningful storytelling, but also benefitting them with record-setting (and high-profile) engagements.
- Project Roles
- Copywriter, Creative Director
- Conceptual, Copywriting
- Social Media Content
- Project Industries
- Advertising, Automotive