Philadelphia launch a new AAPI Heritage Month campaign
Developed in partnership with creative agency The Perception, the campaign was directed by Jonathan Walley.
)
Visit Philadelphia unveiled its AAPI Heritage Month campaign celebrating the cultures, identities and lived experiences that shape the region’s Asian American and Pacific Islander communities.
Inspired by the founding phrase “E pluribus unum,” meaning “out of many, one,” the campaign reframes this national ideal through a modern lens, using the line “We are the pluribus and we are the unum” to highlight the diversity within the AAPI community and the many stories that together shape a broader American narrative.
“Philadelphia is where the idea of America took shape, and that has always been defined by many voices and perspectives,” said Angela Val, president and CEO of Visit Philadelphia. “This campaign reflects that truth. AAPI communities are not one story; they are many and essential to what makes Philadelphia special for both residents and visitors today.”
Credits
View on- Agency The Perception
- Production Company Maestro Filmworks
- Director Jonathan Walley
-
-
Unlock full credits and more with a shots membership
Credits
View on- Agency The Perception
- Production Company Maestro Filmworks
- Director Jonathan Walley
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency The Perception
- Production Company Maestro Filmworks
- Director Jonathan Walley
The campaign builds on Visit Philadelphia’s ongoing Indivisible initiative, a year-round effort to amplify diverse communities whose heritage and home are often treated as separate, affirming them as inseparable parts of the American story. It also expands on 2025’s Within Us video series, which highlighted the lived experiences of AAPI residents across the city, extending that work from individual perspectives to a broader reflection of identity and belonging.
Through a powerful new video and creative campaign, AAPI voices from across Philadelphia speak to the richness of their identities, not as a single narrative, but as a collection of cultures, languages and histories that together shape the national narrative.
“Being both Asian and American is like getting water ice and asking for two different flavours in the same cup,” said Phila Lorn, chef and owner of Mawn and Sao. “If done right, the flavours balance and complement each other in a way that feels natural. Sometimes I lean into one more than the other, and that’s the beauty of it.”
