Asian + American

TAAF set out to redefine what it means to be Asian American — not split between two identities, but whole, additive, and proudly both. In the “Asian+American” campaign, we replaced the hyphen with a plus, turning a symbol of division into one of expansion.

Through a national PSA narrated by Sandra Oh, paired with portraits, OOH, and social storytelling, we celebrated the duality and complexity of the identity while pushing back against the pressure to choose one side. It wasn’t just representation — it sparked conversation, visibility, and pride at scale.