Por Hsian Zhang’s proudest creative work is rather close to his heart. It’s also brand new.
On March 4, P&G continued its history of inclusive storytelling by launching a new platform timed to AAPI Heritage Month. The effort is led by a heartfelt short film titled “My Name,” which emphasizes how belonging and true inclusion begin with respecting and learning the proper pronunciation of Asian names.
“It was an eye-opening experience for me,” R/GA NYC’s group executive creative director told Adweek for the AAPI Creative Spotlight series. “To be able to create a campaign for a brand like P&G and spark a crucial cultural conversation for my community is what makes me proud of this work.”
Zhang worked with a largely AAPI production crew on the campaign, which heightened its significance and emotional heft.
“What we do in advertising can be extremely impactful and powerful when you go deep into real stories and insights and execute with your heart,” he said. “The number of times tears were shed throughout the creative process as we dove deep into AAPI stories was a humbling, personal experience. “
The ideal collaborator
Why he loves what he does: “What inspired me to work in creative advertising is to be able to work with people of different backgrounds and skillsets. I don’t think there’s an industry with a more mixed talent of people from all around the world.”
On what he hopes to learn over the next year: As a self-described “in-person manager,” Zhang would rather craft his next major work in the office alongside his colleagues than do so from home. Still, he understands the future of production will include a combination of in-person and remote creativity and is ready to acclimate accordingly.
“I would like to learn and be better as a leader in this new hybrid working environment of the future [while] continuing to find innovative ways to make world-class work for my clients,” he said.
On his ideal campaign: Zhang opts for simplicity over a specific collaborator, saying his ideal project is “one with intelligent insight and extreme focus intention, with clients that work as collaborators that are not afraid to take the risk, have tough conversations and understand that craft is king.”
You can learn more about his work at his website.
To view the entire AAPI Creative Spotlight series for 2022, click here.
