Taaf

Client: TAAF (The Asian American Foundation)

Worked with Asian+Americans at Wieden+Kennedy

Directed by Sean Wang

Photographed by Jingyu Lin

Featured in Forbes, CBS News, NBC News, Adage, Adweek, Campaign US, Clios, Shoot Online and more…

We’ve all heard it before “You’re too Asian.” “You’re too American.” Words that made us feel like we could never fully belong to either side.

For generations, Asian-Americans have been stuck between two worlds — made to feel like we have to choose. And in trying to belong, we’ve had to forfeit so much of ourselves: our names, our food, our language, our stories.

But what if being both is exactly what makes us uniquely powerful?

ASIAN+AMERICAN is a platform that celebrates the duality of being both Asian and American. The “+” isn’t just a symbol — it’s a reminder to embrace what makes us uniquely more: a beautiful blend of both the Asian parts and the American parts.

The “+” stands for more — more strength, more pride, more possibility. A symbol of inclusivity, resilience, and the power of living fully in both worlds.