COVERED CALIFORNIA / ROOTED IN CARE.
Launch Covered California’s first-ever AAPI brand campaign that spoke authentically to diverse communities while positioning the organizations as a trusted partner for health coverage.
The Moment.
A series of culture-first stories honoring the AAPI diaspora that helped build California, while leveraging generative AI to bring archival photos to life.
The Idea.
The Work.
Film / Digital / AI.
Delivered a 289% year-over-year enrollment increase, driven by 6x growth in the AAPI segment.