Mirror Mirror – Asian American Film Lab

U/X
Written By Stan Yeung

Role: Creative Consultant
Client: Asian American Film Lab
Year: 2019
Project Type: Social Activation + Screening Campaign
Team: 1 Copywriter (collaborator), Creative Strategy led by Stan Yeung
Venue: The Wild Project, NYC

The Challenge

Asian American Film Lab was preparing for the release of Mirror Mirror — a sharp, comedic take on misogyny in the workplace — and needed an interactive campaign to activate the audience, build social buzz, and elevate the premiere screening experience.

With a modest budget and one shot at a live moment, the challenge was to create something playful, purpose-driven, and share-worthy — all in real time.

The Concept

We created a mobile-accessible bingo game that ran during the screening, designed to reflect and reinforce the film’s themes.
The bingo board referenced workplace tropes, absurd moments, and character beats. Guests followed along on their phones via MyFreeBingoCard.com, making the experience accessible and immediate.

Winners received a signed copy of a special-edition book from the filmmakers — a reward that added a tangible, personal layer to the screening.

Campaign Components

  • Interactive Game Design: Built a fully responsive bingo card experience connected to real-time film beats

  • Social Media Teasers: Pre-screening posts seeded interest and explained how to participate

  • Voice & Tone: Comedy-forward, tongue-in-cheek prompts that matched the film’s irreverent attitude

  • Teamwork: Collaborated with a copywriter to fine-tune prompts and positioning

  • In-Person Experience: Coordinated logistics and prize pickup on-site at The Wild Project

Impact

  • Sold-out screening with full theater participation

  • High engagement during the screening, with audience reactions and laughter aligning with game moments

  • Positive reception from Asian American Film Lab, who cited the project as a standout example of community-centered creativity

  • Campaign momentum was unfortunately cut short by the arrival of the pandemic, but the framework set the tone for future creative direction


Reflection

This project proved that low-tech can still be high-impact — especially when the experience is rooted in culture and community. By turning viewers into participants, we blurred the line between content and audience, and reminded people that storytelling is a shared act.

Stan Yeung
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