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  • OLD SPICE

    Men Have Skin Too

  • OLAY

    Super Serum Body Wash

  • OLD SPICE

    The Expert

  • NEW YORK LIFE

    Multicultural Brand Video

  • OLD SPICE

    Finer Things

  • NEW YORK LIFE

    Modern Family

  • THE QUESTION

    an APA Campaign

  • BMW

    “You Earned It” Campaign

  • MARTELL COGNAC

    Lunar New Year Celebration

  • GILEAD SCIENCES

    HBV Awareness
    Campaign

Our story sparked in 1995 in San Francisco, fueled by a mission to connect and inspire Asian Americans. What began as a modest promotions and event outfit quickly grew into a national force tied to Asian culture, events, and entertainment. From that single flame, we’ve ignited over 6,000 unforgettable experiences, uniting more than 4 million people across North America and Asia.

In 2004, we evolved, pioneering Asian cultural marketing and communications. We’ve always been trailblazers—introducing K-pop to 360-degree campaigns, reshaping the industry, and launching the first national influencer wave to redefine engagement. At PLAN C, bold imagination and fearless execution aren’t just our legacy; they’re our DNA.

We’re a gateway, not just a bridge, linking brands to a vibrant, consumer world. PLAN C forges authentic cultural connections, rooting every move in unmatched authenticity. Authenticity steers us, shaping every idea, strategy, and bond we build. We thrive in community, transforming projects into moments of inspiration and impact.

Innovation drives us forward, not as a tool but as our engine, navigating a shifting landscape. As digital pioneers, we don’t follow trends—we set them. Our deep ties to celebrities, tastemakers, influencers, and communities keep us ahead, delivering insights that land with precision, locally and globally.

Our promise is simple: we exceed expectations. We’re more than partners—we’re allies, collaborators, and co-creators of your success, backed by decades of campaigns, border-crossing experience, and hard-earned wisdom. Choose PLAN C, and you gain a lifeline—accessible, relentless, and all-in on your goals.

Welcome to PLAN C: where innovation fuels authenticity, collaboration ignites success, and every story gets its spotlight.

Our Services

  • Account Services

    When you team up with PLAN C, you’re not just getting a seasoned, dedicated account crew—you’re plugging into our firsthand mastery of Asian cultural influence. We don’t just collaborate; we equip you with deep, authentic insights that carve a standout path to success. At PLAN C, it’s about fueling your vision with the cultural edge and bold know-how that redefine what’s possible.

  • Paid Media

    At PLAN C, we take deep pride in the authentic connections we forge. This shines through our diverse network of traditional and digital media channels—partnerships that stand as proof of our role as trailblazers, community champions, and strategic visionaries. By harnessing these alliances, we’re primed to deliver razor-sharp, tailored recommendations, optimizing media platforms to hit your goals dead-on. It’s not just about relationships; it’s about carving bold pathways to success in the ever-shifting marketing and tech landscape.

  • Creative & Production

    At PLAN C, our mission is to shatter creative boundaries and blaze fresh trails for your concepts. We embody the grit of a trailblazer, the soul of a community builder, and the precision of a strategic ally. This fusion sets us apart, igniting a bold, magnetic presence in the marketing and tech sphere. With our in-house production muscle, we don’t just breathe life into creativity—we charge it with vibrancy and spark, turning your ideas into electrifying realities. It’s not just about pushing limits; it’s about catapulting your vision into the extraordinary.

  • Earned Media

    At PLAN C, we don’t just manage information and communication—we redefine connection, sparking a bold new link between your brand and the public. Our philosophy is to forge and fuel lasting, powerful bonds with your audience. As trailblazers, community champions, and strategic allies, we weave authenticity and grit into every touchpoint. It’s not about handling data; it’s about crafting enduring connections that pulse with life in the vibrant media landscape.

  • Experiential

    At PLAN C, we turn your event vision into a pulsing, vibrant reality. We handle every angle—from pre-event buzz to the final wrap-up with precision. Our relentless support reflects our DNA as pioneers, community catalysts, and strategic partners. We’re not just planners; we’re the masterminds behind immersive experiences. From spark to finish, we’re driven to make your event carve a lasting groove in the Asian marketing and tech landscape.

  • Influencers

    At PLAN C, we don’t just tap influencers—we ignite their power to amplify your brand. We curate authentic voices that resonate, bridging your story to the heartbeat of Asian communities and the broader market. As pioneers, cultural connectors, and strategic masterminds, we harness our deep ties to tastemakers to spark campaigns that cut through the noise. From vision to viral, we craft influencer partnerships that pulse with energy, driving impact across the marketing and tech landscape.

Global comedian and movie star, Ronny Chieng, returns for the next installment of the Old Spice: Men Have Skin Too series. With this commercial video and social media campaign, we launched a new Super Hydration Body Wash and reinforced the all-time classic, Fiji deodorant. Look out for a full-360 video campaign that deploys 30-second, 15-second, and 6-second versions for television, social media platforms, digital video, and streaming platforms. We transform creativity and production efficiency as we work from a clear vision to a firm reality.

When new products need a groundbreaking launch, we are the right partners. Olay's newest innovation, Super Serum Body Wash, is the centerpiece of this three-part video series that blends contemporary social media video trends with traditional commercial production and quality. With the help of actress Jamie Chung and social stars, we created a hybrid video that is packed with product education and information while maintaining an entertaining format. It's no easy feat, but we make brand priorities our highest priorities to produce effective and engaging content on any platform.

When new products need a groundbreaking launch, we are the right partners. Olay's newest innovation, Super Serum Body Wash, is the centerpiece of this three-part video series that blends contemporary social media video trends with traditional commercial production and quality. With the help of actress Jamie Chung and social stars, we created a hybrid video that is packed with product education and information while maintaining an entertaining format. It's no easy feat, but we make brand priorities our highest priorities to produce effective and engaging content on any platform.

With this third installment of commercial video for Old Spice we were entrusted to launch the all new Total Body product line. Movie star, Ronny Chieng, returns as the quintessential Old Spice Man, making sure everyone knows that Old Spice Total Body spray can be used... everywhere.

This campaign will be multi-faceted, spanning 30-second, 15-second, and 6-second video pieces for television, social media platforms, digital video, and streaming platforms. We are taking creative to the next level and creating concepts that can be transformative for brands.

The immigrant story is the quintessential American story. The belief in an idea, the dream of freedom and equality, the pursuit of happiness. Continuing our collaboration with New York Life in the multicultural landscape, we launched this impactful creative campaign to celebrate the multicultural immigrant experience in America.

At the center of this campaign is a 60-second video that serves as a powerful testament to the hopes, dreams, and struggles of immigrant families in the United States. We set out to form a strong connection with our multicultural communities, including Asian, Hispanic, and Black audiences, highlighting the values they cherish and their shared aspirations, to illustrate the concept of legacy. The 60-second full video is also customized into 4 15-second videos, targeting each ethnic group featured in the video more specifically.

Through the emotional power of storytelling, this campaign prompts viewers to consider their financial security as an integral part of their legacy building, and positions New York Life as a trusted partner on this journey.

We are leading Old Spice with the finesse of a trailblazer, the charm of a community builder, and the strategic prowess of a trusted partner. In the latest evolution of Old Spice's Men Have Skin Too campaign, we dive into the intricacies of male skincare (and the true guardians of it). This campaign stars the renowned comedian and movie star, Ronny Chieng, as the quintessential Old Spice Man, sharing his newfound wisdom.

Anticipate a series of captivating adaptations in this campaign, spanning 30-second, 15-second, and 6-second video pieces. These vignettes are expertly crafted for television, social media platforms, digital video, and streaming platforms. We transform concepts into engaging realities that resonate uniquely within the dynamic Asian marketing and technology landscape.

Old Spice stands as an icon, embodying a brand that is etched into culture. Our role as innovators, community cultivators, and strategic collaborators shone brightly as we brought the Men Have Skin Too campaign to life with "Finer Things". In this 30-second masterpiece, the spotlight falls on movie star Ross Butler, embodying the quintessential Old Spice Man, delving into the mystery of who truly enjoys his Old Spice body wash.

“Finer Things” was an innovation leader - the first Old Spice commercial to be driven by Asian touchpoints. Alongside the 30-second feature, our collaboration has a series of vibrant 15-second and 6-second versions designed for sharing across social media, digital video, and streaming platforms. Our prowess transforms ideas into impactful stories that resonate uniquely within the ever-evolving Asian marketing and technology space.

Embracing the notions of family, authenticity, and legacy, New York Life recognizes the impact of cultural heritage, family traditions, and life stages on shaping financial destinies. The journey towards financial empowerment has unique hues for each individual, especially within multicultural segments.

Guided by our role as trailblazers, community builders, and strategic partners, we collaborate with New York Life to transform the dialogue on financial freedom into a captivating series of videos that resonate deeply with multicultural communities, including Asian, Hispanic, and Black audiences. Every video is a canvas infused with cultural insights and brimming with tailored communication that speaks to the heart of these diverse groups.

For instance, the Modern Family narrative from New York Life is a visual tapestry that weaves cultural perspectives, lifestyle, and pivotal life moments into a heartfelt story. Modern Family is enriched by emotional resonance and cultural empathy - a reflection of the universal language of love and compassion that binds us all. As New York Life's campaign journey continues, the response has been nothing short of transformative, echoing the power of authentic connection and engagement within the vibrant tapestry of the Asian marketing and technology landscape.

In the landscape of luxury automobiles, BMW has long held its position as a standard-bearer. This reputation, bolstered by substantial mainstream advertising, has left an indelible mark. Yet, within the realm of Tier 1 and Tier 2 Asian markets, a crucial narrative was absent. That's where we stepped in to pioneer change. Entrusted with the task of crafting a creative and strategic marketing blueprint, we set our sights on bridging the gap between BMW and its competitors across the prominent Asian segments.

A key example is Chinese Americans residing in the vibrant communities of Los Angeles and the San Francisco Bay Area. To reach this discerning audience, we orchestrated a media strategy across the most impactful media platforms ensuring our message was strong and targeted. Our creative drew inspiration from the robust work ethic and astute decision-making prowess characterizing many Chinese Americans. BMW’s ads radiated with a statement both audacious and empowering: “You earned it”. This declaration symbolized a connection that transcended the automotive domain, tapping into a shared sentiment of accomplishment.

We don't just communicate; we orchestrate narratives that resonate deeply within the diverse and dynamic Asian marketing and technology landscape.

There’s a silent epidemic that no one talks about. Globally, nearly 300 million people grapple with the weight of chronic Hepatitis B, yet the awareness surrounding this global concern remains alarmingly low.

Harnessing our role as trailblazers, community builders, and strategic partners, we help Gilead champion the cause of Hepatitis B awareness on a global level. One strategic component are our educational and awareness videos, a call to illuminate the myths and facts shrouding Hep B. These video creatives not only disseminate crucial information but also amplify the voices of patients, tearing down the barriers of misinformation, dispelling myths, and dismantling the stifling stigmas that tether to the disease. Our efforts are more than just a campaign; they're an embodiment of authenticity and community melded together within the vast mosaic of the Asian marketing and technology landscape.

Lunar New Year celebrations are statement occasions and we love big and bold statements. In the Year of the Dragon Martell Cognac hosted an exclusive cocktail and dinner party at the House of the Red Pearl to celebrate the Lunar New Year. This distinguished event brought together influencers and media to enjoy a sophisticated evening filled with luxury and tradition. Guests were treated to a selection of limited-edition and rare releases from both esteemed brands, thoughtfully paired with a traditional Lunar New Year menu designed to enhance the flavors and complement the festive celebration. This unique gathering not only showcased the brands’ commitment to quality and heritage but also deepened their engagement with key community tastemakers. We are stewards of heritage and culture; making connections to brands with a modern twist for a memorable and authentic experience.

Elevating your impact within a community often begins with a celebration of its very essence. We championed BMW's prominence as the headline sponsor of the annual Unforgettable Gala - a platform that crowns the luminaries of Hollywood's Asian American talent, casting them in the spotlight they so rightfully deserve.

From conception to realization, we focused upon creating engaging experiences that mirrored BMW's brand for this vibrant occasion. Exhibitions like the BMW VIP Lounge, BMW car service, and BMW’s official afterparty generated brand interaction and social media content. We also set a new precedent with the introduction of the inaugural BMW Ultimate Drive Award - a tribute to those Asian Americans who embody "The Ultimate Drive" in their careers. To present the award, we created thoughtful storytelling via a video spotlight where honoree Brian Tee's journey took center stage.

To help forge this partnership between BMW and The Unforgettable Gala is our embodiment of innovation, authenticity, and community. This is just one example of how we are an intersection of Asian marketing, culture, and leading brands.

Executive Order 9066, which displaced over 120,000 Japanese Americans to internment camps, marked a dark time in American history. Today it serves as a reminder of the dangers of racism, discrimination, and the erosion of civil liberties. The Remembrance Project was created by the Japanese American National Museum (JANM) to preserve the oral and written history of this time because no one else will.

We were trusted to weave stories that transcend time, create voices that echo, and most importantly, pay tribute and honor those who were affected by this travesty. In close collaboration with JAMN, our campaign was a strategic combination of PR & Media, grassroots, and social media influencers to drive community participation and awareness. Our centerpiece was a powerful PSA called The Remembrance Project video. This emotional piece featured an assembly of influential Asian Americans: led by actor George Takei, musician Steve Aoki, and the soulful singer/songwriter Marié Digby.

As the The Remembrance Project launched, the message reverberated within the Asian American community as an opportunity to have “real talk” about an overlooked passage of American history. We are not just creators; we are custodians of stories that bridge generations and leaders of narrative that go beyond historical facts. This is our realm - a space where collective memory, partnerships, and echoes of community reside within the very heart of Asian marketing and community.

Asian Pacific American Heritage Month (APAHM) is a meaningful moment of recognition and representation for Asian Americans. In partnership with Verizon, we captured the spirit of APAHM by bringing Asian music and entertainment to the forefront of culture. The Verizon APAHM Tour was a summer staple for many years, to not just showcase products, but to celebrate the rich tapestry of Asian American culture and talent on a national platform.

The Verizon APAHM Tour was an original event concept that forged a bridge between the brand and youthful Asian Americans. We created a spotlight on renowned Asian artists - an unprecedented roster of performers hailing from across the world - Se7en, Epik High, Far East Movement, JJ Lin, Vanness Wu, Evonne Hsu, Mike Relm, Dumbfoundead, and Jay Park. As architects of engagement, we created a strategic set of initiatives to harness media and social amplification - press focused PR, Verizon retail Meet & Greet events, and VIP experiences to name a few.

This is our essence - creators of a one-of-a-kind concept that can transcend cultural significance, brand marketing, and engagements to become a phenomenon. Our endeavors aren't just campaigns; they're movements, etched into the very fabric of Asian marketing and community - a space where narratives redefine engagement, partnerships foster authenticity, and the spirit of community makes an imprint.

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