Campaign Puma x Bao Family (Asian Club)

The film imagines the first anniversary of Asian Club, bringing together a community that has grown around the association over the past year.

Created as a space for East and Southeast Asian communities to reconnect with their cultures, share their stories and create new connections, Asian Club has become a place where different generations, backgrounds and identities come together.

Rather than following a linear narrative, the film captures the community through a series of spontaneous moments: preparations, conversations, encounters and memories to creating an intimate portrait of a contemporary chosen family.

Wearing the new collection in their own way, each member brings their own identity, style and story to the celebration. A celebration of third culture, collective identity and chosen family.

Director & Photographer : Wendy Huynh 
Creative Director & Casting by Bureau Diêm
Stylism: Yén-Nhi Lê 
Edit, Music & Sound Design: James Hatley