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
Michelin AAPI Moneth