Following up to the online launch of our 1-Year Anniversary “Family Dinner” Capsule Collection earlier in September – which was announced with an ambitious visual campaign shot across Hong Kong and Los Angeles – we then hosted an anniversary party at our LA flagship location where we officially launched the capsule in-store. Surrounded by friends, family and community members, we were overwhelmed once again with love and support for LANG – thank you so much again to everyone for believing in what we do and for joining us on our little journey.
To continue our anniversary celebrations, we are now proud to present our “Family Dinner” Video Campaign, shot by friend of the brand and longtime collaborator, Iris Lee. Inspired by the artwork seen on our anniversary tee and tote, the short film documents a typical family dinner. Shot at Foo-Chow Restaurant (of Rush Hour fame) in Chinatown LA, some of our favorite Chinese dishes were served atop a traditional Lazy Susan table as we gathered with our friends and family for a delicious meal together.
For this campaign, we wanted to capture the happy chaos of family dinners – the overlapping voices, the back and forth of serving food to each other, the “clinking” of tiny teacups at the center of the table, the gathering of generations, the obligatory group photo and of course we can’t forget, fighting over the bill at the end. We wanted to pay homage to the importance of meal-sharing in Asian cultures as a way to bond with loved ones, to show affection through the act of enjoying a beautiful meal together, and to experience the rare and essential privilege of quality time together.
Dressed in the first delivery of our latest Fall/Winter 2024 collection, those at the table are seen wearing the latest pieces from Yat Pit, SHEK LEUNG, Second Skin, Geel, CODA and Victoria.
Watch the full campaign below and head over to our online store and Chinatown flagship (441 Gin Ling Way, Central Plaza) to explore the “Family Dinner” capsule collection.
Creative Credits
Creative Director: Kayla Wong @kaylaiw
Co-Directors: Iris Lee + Marielle Boland @irissaur @marielleboland
DP: Iris Lee @irissaur
Production Co: @biscofilms
Producers: Joshua Min + Marielle Boland @thejoshua_min @marielleboland
1st AC: Ariana Hoshino @arianahoshino
Gaffer: Jake Brody @jake__brody
Editor/Colorist: Isaiah Suko @isaiahsuko
Music: Sahil Jindal @sahil_jindal1
Stylist: Hannah Roquero @hannnroquero
Cast
Janet Ma
Kadin Wong
Kayla Wong
Ryan Holmes
Cheng-You Ma
Khani Nguyen
Jeff Yamazaki
Wendy Zeng