The New York Times: A Spotlight on American Asian Culture

NEW YORK, NY

THE BRIEF

The New York Times engaged us to highlight the depth and influence of Asian American culture through a dynamic, multi-segment live experience. The mandate was to move completely past the predictable formula of a traditional diversity initiative.

Together, we designed an event that established true cultural relevance, attracted influential audiences, and spotlighted the contemporary artists and voices shifting our cultural landscape from diverse points of view.

What We
Set Out To Do

01

Showcase the breadth and impact of Asian American culture.

02

Amplify the voices of leading Asian American creatives, artists, entrepreneurs, and cultural figures.

03

Bring together influential leaders across entertainment, business, and media.

04

Generate meaningful cultural conversation and media coverage.

THE CHALLENGE

Required securing high-profile talent from different industries (comedy, food, literature, dance, music, social media).

Had to attract a highly influential audience rather than simply maximize attendance.

Needed to break through a crowded cultural and media landscape to earn visibility.

Our Strategy & Execution

An evening of programming that included sessions with comedian Aparna Nancherla, influencer Joe Ando, Chef Leah Cohen, ballerina Chloe Misseldine, Grammy winning artist Laufey, and author R.F. Kuang.

CAPABILITIES

Strategy

Speaker Management

Production

Agenda Development

Creative Direction

THE OUTCOME

Success for this event meant creating a moment substantial enough to warrant national attention. We brought together 350 leaders across entertainment, business, and influencer communities for a spotlight on Asian American culture, produced for The New York Times. Beyond the flawless execution of the day, the project earned a sponsorship commitment and a dedicated coverage hub on NYTimes.com.