ONE Screen
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2022 ONE Screen - Craft
The Myth
Agency Wieden+Kennedy / Portland + JOINT / Portland + Biscuit / Los Angeles + Walker / Los Angeles
Client Wieden+Kennedy
Category
Screenplay
Annual ID
SCR22_CR001
Description
This year, we continue to witness devastating levels of violence – both physical and nonphysical – against our communities of color. Not only our Asian community, but also our Black, Latinx, and so many of our marginalized communities. This film is an effort to overcome that violence, by exposing a common denominator fueling it: the myth of the “model minority”.
The term “model minority” was first coined in the 1960’s, at the intersection of the Civil Rights movement lead by Black activists, and the reintroduction of Japanese Americans after their forced internment during WWII. The concept of the “model minority” falsely positions the Asian community as successful, while undermining the Black community; effectively pitting the two against each other. Ultimately, it dismisses the oppression of both communities, and frees systems in power from responsibility.
Since then, it has become increasingly weaponized against ethnic communities to prevent progress at pivotal moments in American history, including the 1992 LA Riots, and most recently, the Black Lives Matter movement.
Today, as we hover at another precipice of change, we created this film in an effort to neutralize this weapon.
In this film, we follow a young Asian American woman as she examines how being identified as a “model minority” has shaped the relationships she’s had throughout her life: starting with her relationship with herself, her family, and finally, her Black partner.
The film aims to dispel the myth of the “model minority” that keeps us apart, and urges us to recognize what it attempts to dissuade us from: the belief that we – those of us who were born here, immigrated here, or are simply just here in America – belong here. All of us. Together.
The term “model minority” was first coined in the 1960’s, at the intersection of the Civil Rights movement lead by Black activists, and the reintroduction of Japanese Americans after their forced internment during WWII. The concept of the “model minority” falsely positions the Asian community as successful, while undermining the Black community; effectively pitting the two against each other. Ultimately, it dismisses the oppression of both communities, and frees systems in power from responsibility.
Since then, it has become increasingly weaponized against ethnic communities to prevent progress at pivotal moments in American history, including the 1992 LA Riots, and most recently, the Black Lives Matter movement.
Today, as we hover at another precipice of change, we created this film in an effort to neutralize this weapon.
In this film, we follow a young Asian American woman as she examines how being identified as a “model minority” has shaped the relationships she’s had throughout her life: starting with her relationship with herself, her family, and finally, her Black partner.
The film aims to dispel the myth of the “model minority” that keeps us apart, and urges us to recognize what it attempts to dissuade us from: the belief that we – those of us who were born here, immigrated here, or are simply just here in America – belong here. All of us. Together.
2022 Awards
ONE Screen Winner
Credits
Agency
Wieden+Kennedy / Portland
Production Company
Biscuit / Los Angeles
Music / Sound Production Company
Walker / Los Angeles
Post Production Company
Joint / Portland
Creative Director
Dan Koo
Titania Tran
Executive Producer
Hayley Goggin
Mimi Munoz
Business Affairs Manager
Kevin Moyer
Maggie Harasyn
Head of Production
Orlee Tatarka
Associate Business Affairs Manager
Tristan Martin
Associate Media Planner
Kiran Boyal
Director of Retouching
Frazer Goodbody
Group Media Director
Jason Strickland
Samantha Casagrande
Kim Sizemore
House Mother
Jason Kreher
Integrated Traffic Manager
Eric Nguyen
Integrated Traffic Supervisor
Billy Mucha
Media Supervisor
Philip Chiu
Senior Business Affairs Manager
Kacey Kelley
Senior Producing Lead
mauricio granado
Senior Retoucher
Saskia Thomson
Senior Studio Designer
Hui Chen Ou Yang
Studio Manager
Alicia Kuna
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