Originally in response to the rise of anti-Asian violence, the team at Wieden+Kennedy created a thought-piece film, “Call It COVID,” in 2020. It began as a self-initiated project with no client, no brief, and no budget–and became a Cannes Lions award-winning film that earned millions of dollars in donated support from a number of partners and influencers.
Now this time around, W+K–again sans a client–has released a follow-up film titled “The Myth.” In this case the myth is that of The Model Minority, a false narrative weaponizing Asian Americans against other ethnic groups.
Like “Call it COVID,” the new film is born from the Asian experience but it bridges the conversations that are currently happening in silos. Conversations about what it means not just to be Asian but to be Black. Latinx. Indigenous. American. By acknowledging the thing that affects us all: The Model Minority Myth. The Model Minority Myth has told us not only what Asian Americans are, but what other racial and ethnic groups are by comparison.
In a time of unprecedented unrest and uprooting, this film dispels the myth keeping us apart, and reclaims what it has deprived us of: belonging. Belonging to a country. Belonging to a community. Belonging to ourselves. It poses the idea of belonging not as something to be fought and won, but instead, something to be offered and accepted. Between each other, and within ourselves.
“The Myth” was directed and shot by Jackie Bao via Biscuit Filmworks.
Credits
Agency W+K Portland Titania Tran, creative director, writer & voice; Dan Koo, creative director, art director; Hayley Goggin, Mimi Munoz, executive producers; Mauricio Granado, sr. producer lead; Jason Kreher, house mother; Orlee Tatarka, head of production; Alicia Kuna, studio manager; Hui Chen Ou Yang, sr. studio designer. Production Biscuit Filmworks Jackie Bao, director/DP; Isaiah Seret, creative director; Shawn Lacy, partner/managing director; Jordana Freydberg, exec producer; Sean Moody, head of production; Quentin Lee, Stanley Yung, producers; Han Yan, production supervisor; Michael B. Williams; assistant production supervisor; Aaron Shershow, unit production manager; Hanrui Wang, production designer. Editorial Joint JB Jacobs, editor; Ling Chua, associate editor; Kathleen Russell, exec producer; Catherine Liu, head of production; Jenny Greenfield, sr. post producer. VFX/Finish Joint Stefan Smith, VFX CD/lead Flame; Kevin Alfoldy, finish artist; Nirad “bugs” Russell, exec producer; Catherine Liu, head of production; Zai Outlaw, VFX coordinator. Music Supervision Walker Sara Matarazzo, Stephanie Pigott, exec producers; Danielle Soury, sr. producer; Wilson Trouve, composer. Cartoon Music Company & Additional Music Score A Score Jordan Passman, owner/EP. Audio Joint Natalie Huizenga, audio mixer and composition & arrangement; Candace Mortier, associate audio engineer; Kathleen Russell, exec producer; Catherine Liu, head of production; Louise Woodward, audio producer, and composition & arrangement. Telecine Company 3 Tom Poole, colorist; Kevin Breheny, telecine producer. Found Footage Center for Asian American Media: Memories to Light; KFMB CBS 8
Brazilian cosmetics company O Boticário invites reflection on the act of caring for loved ones as a natural part of life’s journey in its new Christmas campaign. Titled “Casa de Vidro” ("Glass House"), this campaign film presents the largest production in the brand’s history and portrays the challenges many Brazilian families face when children assume the role of caregivers for their aging parents.
This film follows a family gathering for Christmas dinner, where two sisters share the responsibility of caring for their mother. Tensions rise as conflicts surface, and the metaphor of the “glass house” symbolizes the fragility of family bonds. A flashback to the sisters’ youth ultimately leads them to reconnect through cherished memories and affection, emphasizing the importance of family and the responsibility of caring for those who have always cared for them.
Created by agency AlmapBBDO in partnership with O Boticário, “Casa de Vidro” was directed by Kid Burro via MyMama Entertainment.
The soundtrack features a snippet of Alanis Morissette’s “You Learn,” a deliberate choice to connect with millennials who grew up with the song in the 1990s. This demographic is the most likely to resonate with the campaign’s theme, as many are facing the challenges of caring for their aging parents.
The film is running across O Boticário’s social platforms. A 60-second version will air during primetime on open TV and additional content on pay TV.
