Comcast’s goal was to progress the credibility, respect & brand love for Xfinity with the Asian American community through forging a deep emotional connection with the audience during Asian American Pacific Islander Heritage month.
In 2019 we started to see an increase of Asian Americans in films. Releases like “Crazy Rich Asians” and “Bao” marked the beginning of a new era for the segment, who continues to be dismissed and under-recognized in the industry.
Despite their under-representation on screen, there is a large force of Asian Americans behind the scene driving and involving the industry. They are more vocal and open than ever to share their cultural heritage and contribution to the fabric of America. As avid storytellers themselves, they are always on the lookout for a unique and authentic medium to engage and share.
Comcast wanted to be one of the first brands to celebrate the need for Asian American representation both in front of & behind the camera in an authentic way. So we partnered with renowned artist & influencer, Kim Jung Gi, to commission a piece of art to pay tribute to & celebrate the contributions of Asian Americans in film, television and across the art of storytelling. The mural showcased Asian Americans playing a variety of leading roles as well as being behind the camera.
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