![]() ![]() In China, Lunar New Year is like the Super Bowl or Christmas. It was interesting seeing what Chinese American traditions overlapped with local Shanghainese ones-especially when I was getting briefed on Nike’s very first Lunar New Year commercial. But because of my parents’ sacrifice, I was lucky to be there on a personal journey to gain cultural perspective. I too was moving to a place that was completely foreign, where I couldn’t speak the language ( well). When I moved to Shanghai with a little family of my own, I thought a lot about my parents’ experience and how different my move was. To build a better life for their kids, they worked at the same restaurant for 40 years. It was a place completely foreign to them, a place where they couldn’t speak the language. ![]() My parents immigrated to California from Taiwan to the U.S. Here, Fang shares an especially moving and surprising Nike campaign he helped create while at Wieden+Kennedy Shanghai, the brand's first-ever Lunar New Year ad, which cleverly imagined the holiday tradition of red envelope gift-giving into a generational, athletic face-off between a feisty aunt and her equally spirited niece. To try to entertain, inspire, move people," he said of the job. "I feel blessed every day to get to do what we do. Throughout his career, he's produced numerous standout entertaining campaigns, for brands including Nike (such as a beauiful animated China tribute to Kobe Bryant and a comedic trio of ads explaining why the country doesn't have more basketball stars) EA (including an unabashedly over-the-top ad starring Kevin Hart and James Franco) Jordan Brand and the Golden State Warriors, among others. He's currently a creative director at Goodby Silverstein & Partners in San Francisco and before that, made stops at agencies including Heat and Wieden+Kennedy, in both the Portland and Shanghai offices. Fang, who was born in Palo Alto, California, is a second-generation Chinese Taiwanese American whose parents immigrated to the States from Taiwan. ![]() Jeff Fang is the latest to step into the spotlight for our AAPI Heritage Month Creative Excellence Series. ![]()
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