aaphihm @ WIEDEN + KENNEDY
Art Direction, Design
Agency: Wieden + Kennedy
Marina Choy | Art Director, Designer
Chris Le | Copywriter
Kim Nguyen, Courtney Bay, Jane Han | Asiancy ERG Leads
Reshi Dev, Mimi Jiao, Geoff Kim | Designers
Kristina Sison | PM + Set Support
Nai Lucifora, Tristan Martin, Kimo Camat, Mike Shields, Marina Choy | Hawaiian/Pacific Islander Organizers & Crew
Karena Salmond, Amber Viado | Asiancy Support
Mikhael Villegas | Post Production, Editor
Studio | Alicia Kuna, David Carney-Fenton, Ademar Matinian, Michael Frediani
Gallery | Heather Smith Harvey, Don Shelford, Kyle Miller, Alex Vicari, Chloe Jarnac
To celebrate AAPIHM at WK, we created a multidimensional experience to showcase how all of our cultures celebrate death and the after world uniquely. With this interactive graphic space, one was transported ‘by train’ into the meeting point of the two worlds, a train station. Here one could partake in a myriad of foods, music and visual spaces for this brief sharing of souls, both dead and alive.
Death is a one-way ticket. Well, most of the time. Some of us come back.
Most of us go on, but some of us will linger around this train station trying to figure out where the hell "go on" is.
Some of us believe in heaven as a place, where ancestors sit around watching your every move. Judging. Judging. Judging. Some of us believe life is suffering, a fifth rebrief with the same timeline, and that heaven is the sweet release from that endless rebirth.
Some of us believe in heaven as the source that controls the mechanics of life. Thank you, source, for the free parking. Asian ideas surrounding the afterlife are pulled from Confucianism, Buddhism, Shintoism, Taoism, Hinduism, and ancient rites in jungle shadows. We have countless demons, spirits, and family members (living and dead) to torment and bless us until we catch the last train to our final destination, wherever that is.
ALL ABOARD!
"Life is a temporary stop; death is the journey home." - Vietnamese proverb
"Get up on the train (choo choo ride), and ride it (woo woo) (choo choo ride)" - Quad City DJ's
