VISION / The Asian American Foundation

Client:

The Asian American Foundation

Case Study

premiered on Amazon Prime

In 2023, they sought creative partners to commission a series of new original short films to be aired on Amazon Prime for Heritage Heroes, and as part of Amazon Prime’s Asian Pacific Islander Heritage Month programming.

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The Need

The Asian American Foundation was founded in 2021 in response to the spike in violence against Asian Americans, particularly elders, during the COVID-19 pandemic. Among many other initiatives, they established the series Heritage Heroes, which sought to elevate Asian American leaders whose work shifts systems, serves community, and fights back against barriers, discrimination and prejudice.

Hww.work Provided

We executive produced VISION, a short documentary film starring Sahra Nguyen, the founder of Nguyen Coffee Supply. NCS, established in XXXX, is the first-ever Vietnamese speciality coffee roastery in the United States. Based in Brooklyn and sold in major retailers like Whole Foods, Target, and Sprouts, the mission of NCS is not just about promoting authentic Vietnamese heritage and tradition, but also about challenging stigma and advancing equity in the coffee industry as a whole.

The documentary explores Sahra’s roots as a youth activist and multi-disciplinary artist, and how her passion for storytelling and advocacy forged NCS into the trailblazing brand it is today: the first coffee roastery to change Whole Foods’ strict Arabica-only policy and put Robusta beans on their shelves.