BRIEF
 
Belonging is often framed as something fixed, tied to one place, one culture, or one identity. For Third Culture Kids (TCKs), that reality is often more complex.
The project aimed to explore how multicultural individuals experience identity across multiple environments, while creating a campaign that turns personal uncertainty into shared understanding.

INSIGHT
 
For many multicultural individuals, identity is not absent, it is distributed.
Traditional narratives often oversimplify belonging, asking people to define themselves in singular terms. But for TCK audiences, identity is frequently layered, shifting, and shaped by movement. Shared stories can reduce confusion by showing that fragmentation is not failure, it is a valid experience.

SOLUTION
 
I developed Many Homes, a storytelling-led campaign built around a short documentary that reframes belonging from singular to plural. The documentary combines reflective monologue, interviews, and observational visuals to create an intimate portrayal of identity shaped across cultures. The creative direction used parks and playgrounds as neutral spaces, paired with raw digital-camera footage and ambient sound to create a nostalgic, honest tone.
 
To extend beyond the film, the campaign integrates short-form content across TikTok, Instagram, & YouTube, allowing key moments and themes to reach wider audiences. Viewers are also invited to share their own experiences of “home,” turning the campaign from one-way communication into a participatory space for reflection and connection. University screenings & multicultural spaces were included as physical touchpoints to deepen discussion & community engagement.