The Ask:
Driven by the aim of empowering AAPI communities and narratives, Now You See Us curated a special campaign blending visuals and dialogues to craft a digital journey into the rich cultural identities of Asian women.
Roots & Radiance is a captivating editorial campaign that serves as a visual tapestry, weaving together the diverse stories of women from varied cultures.
In each series, women don their traditional attire, creating a canvas that not only showcases the rich tapestry of their cultures but also emphasizes the inherent artistry and motion embedded in cultural beauty and personal evolution.
The Result:
We invited 9 Asian women of diverse ethnic backgrounds to share their personal journeys navigating the complexities of modern identity as women of blended heritage. These stories illuminate nuanced themes of belonging, beauty, and empowerment.
Roots & Radiance goes beyond visual storytelling, striving to amplify the profound narratives of these exceptional women. Each series is complemented by a storytelling piece that delves into the depths of individual uniqueness.
The campaign also demonstrated the significant power of individual and community storytelling.
