Join The Wall

In February 2009, Secretary of State Hilary Clinton returned from China vowing to increase economic co-operation. Behind-the-scenes, China expressed disappointment that the United States was the only global power not participating at the 2010 World Expo in Shanghai. An immediate effort to build a world class pavilion was underway with Ogilvy & Mather NY as the agency to create the experience. I worked with Creative Director, Yim Cheng, to create the Join The Wall campaign that featured Chinese-American celebrities who encouraged the community at large to upload their profiles while lauding their Chinese roots. With very little time, the campaign netted nearly one million faces that were digitally displayed at the USA Pavilion. I wrote the narrative template for all videos as well as directed and/or edited some of them as well.

Videos
Lisa Ling
Profile Page

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