"The project was developed by an all-Asian creative team. This turned out to be a strength during each commercial shoot. When the ESTABLISHED team realized neither grandmother could speak English very well, the crewmembers spoke Mandarin and Korean to them, creating a bond with the grandmothers and adding another authentic element to the ads."

“The success of the Lunar New Year event will be measured not just by the number of attendees but by the impact it has on the community and the connections it fosters."