Asian American Advertising Federation

Ethnographic Documentary Teaser

Client Case Study

To encourage growth in advertising to the Asian American population, the Asian American Advertising Federation embarked on a major campaign to educate marketers about the opportunities in this demographic. Pathlight Studios was hired to produce an ethnographic documentary that would be a large component of this campaign. Partnering with a research company, we underwent months of filming interviews of Asian Americans around the country to see what matters most to them and what drives their purchases.

This kind of unprecedented research, which consists of not just verbal interviews but also visual insight into the lives of real consumers, results in a groundbreaking film. It provides a new understanding of this market, giving companies the opportunity to unlock the tremendous sales potential of the Asian American demographic.

The video on this page is a teaser for the full documentary, which is currently in post production.

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