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Asian Pacific Islanders Flip the Script for Inspiring Adobe Spot

03/09/2021
Advertising Agency
New York, USA
95
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Identities influence in creative work is 72andSunny's focus for the campaign as Adobe also announce its partnership with HYPEBEAST

Creativity is the great enabler and has the power to create change in the world in big and small ways. It is what unites us, helps us cope, inspires us and drives positive change in the world. At Adobe, we believe everyone should have the opportunity to express and share their creativity, so the world can see, learn and benefit from diverse perspectives.

Today, Adobe are proud to celebrate the beauty and richness of the Asian and Pacific Islander (API) community by showcasing the immense diversity in the experiences, backgrounds and influences that shape API creative expression. Through the latest video campaign in Adobe's Diverse Voices program titled 'Where I’m From', eight API artists — Nishat Akhtar, Meiko Arquillos, Shyama Golden, Rebecca Hsu, Shxpir Huang, Hanna Lee Joshi, Don Muna, and Jiaqi Wang — flip the script on the all-too-common question, “where are you from?” to lay claim to the myriad identities that inspire their creative work.

'Where I’m From' aims to highlight creators who embrace their roots and whose creativity is fuelled by their one-of-a kind experiences. With that, Adobe are partnering with HYPEBEAST to provide an engaging and narrative-driven platform for emerging creatives to showcase their work. Driven by the idea that talent recognises talent, Adobe asked designer Dao-Yi Chow, co-founder of Public School New York and creative director of Sergio Tacchini, to identify three individuals who he believes represent the next generation of influential designers and artists.

With a goal of inspiring others, HYPEBEAST, an authority in streetwear, fashion, and culture, will feature in depth and insightful conversations between Chow and emerging creators. Through these articles, they will recount the stories of their career journey, the ethos of their unique craft and how their backgrounds and experiences inspire their art.

“Where I’m From” was made in collaboration with creative agency 72andSunny and production studio Psyop.

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