I inherited this initiative from a very talented colleague who left marketing for TV development. While I’d worked with AAPI audiences here and there—a family reality series, a season of a period drama—this was my first opportunity to lead a campaign built for and with this community. (Shout out to the LA Asian Pacific Film Festival!)
We made up a film festival. By we, I mean the multicultural marketing team. A group of people I can count on one hand. And the powers that be of HBO okayed it. That is no small feat. This was a campaign rooted in partnership and purpose, using our marketing dollars, capabilities, and creative efforts to amplify marginalized voices. It was a response to a systemic lack of representation on screens — our network included. And while stories from AAPI filmmakers do exist, they often aren’t supported, funded, or distributed in ways that ensure reach or resonance. There are plenty of think pieces exploring why. This campaign was about doing something in response.
Everyone deserves to be seen, understood, and celebrated. Far too little in the entertainment landscape does that for AAPI audiences, so centering them was imperative. Equally important was honoring the diversity within the AAPI identity. This is not a monolith. I had the privilege of working with a team that reflected the audience we were speaking to. And while I provided guidance on strategy refinement, external partnership development, and cross-functional partnerships, I was also learning—about cultural histories, music, and food traditions I hadn't encountered before, even as a native New Yorker. That reciprocal exchange made the work not only more effective, but more meaningful.
As we approached the initiatives’ sixth year — and its first under the HBO Max banner — a thoughtful and meaningful brand refresh was in order. I had the pleasure of working with incredible design firms, agencies and market research teams to brief, vet, survey and test a new creative design for the competition. We landed on a logotype inspired by the symbolism of water droplets, not just as a cultural motif but for its geographical significance as a divider and connector of Asian Pacific Islander countries.
As a marketer, I understand there’s always a discussion around ROI. But as a multicultural marketer, I also understand the importance of impact—of community-building, of cultural fluency, and of brand affinity rooted in respect. The return might not show up overnight, but it comes: in deeper audience loyalty, in a stronger brand reputation, and in the creative ecosystems we help nurture and collectively witness birth bigger, better stories. Not enough brands trust the process nor invest in that kind of resonance. I’m proud that HBO did and of everyone who laid the groundwork before me. It was an honor to work on this and carry it forward.
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Objective
In its sixth year, the HBO Max APA Visionaries Short Film Competition continued its mission to uplift and celebrate Asian Pacific American (APA) filmmakers by creating a platform that showcases authentic storytelling. The campaign sought to amplify awareness and engagement with the competition. In tandem, Encourage submissions from emerging APA filmmakers, particularly from underrepresented subgroups such as Southeast Asians, South Asians, Pacific Islanders, millennials, and Gen Z.
Approach
To build on the competition’s legacy, the campaign centered storytelling in culturally rich, community-driven activations in Los Angeles and New York City. The strategy emphasized celebration, representation, and connection—through film, food, music, and art.
In Los Angeles, the event series kicked off with a screening of the three winning short films at the DGA Theater, followed by a rooftop night market-themed reception at NeueHouse. Local AAPI-owned restaurants, curated in partnership with Chefs Stopping AAPI Hate, served as cultural touchpoints through food. Attendees engaged with night-market-inspired games and giveaways featuring AAPI-owned brands, while music by DJ Amrit and a live performance by Audrey Mika brought energy to the night.
The New York event followed a similar format, with a screening at Chelsea Factory and a reception curated in partnership with Heart of Dinner, a nonprofit addressing food insecurity in NYC’s elderly AAPI population. Performances by Bohan Phoenix and Joyce Wrice underscored the vibrant diversity of AAPI creative expression.
By partnering with cultural organizations and spotlighting rising and established AAPI talent, the campaign successfully extended the reach and impact of APA Visionaries as both a program and a cultural platform.
Impact
The event series sparked meaningful engagement within the AAPI community while reinforcing HBO Max’s commitment to inclusive storytelling. The Los Angeles activation yielded 4.9M organic social impressions while NY garnered 2MM. To create meaningful impact in content distribution, the winning films were featured on the HBO Max digital platform and were scheduled for linear release on HBO. This initiative strengthened HBO Max’s position as a driver of industry diversity, built momentum for future competition submissions, and deepened ties within the APA creative community.