YANG SHI creative director/content
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Sticky Rice Steps ups with Vans


Credits:
Creative Direction/Production: Yang Shi
Photo: Jennifer Li
Film photos: Yang Shi
Styling: Jessica Thai
Models: Dominick Rustam, Komodo, Corrina Chow, Viet Tran
Spoken words: Yang Shi
Design: Samantha Chan, Olivia Chan
Designers: Alberic Studio, Kevin Quang Thai Nguyen, Luu’dan, Necessity Sense, Maruo Works, Dries Van Noten, Tam Khoa Vu (TKV) Founded in Montreal in 2019 by me and a bunch of friends, Sticky Rice Magazine is a collective that celebrates Asian creatives and their stories. In collaboration with Vans and Little Burgundy, the Step Up campaign spotlights four extraordinary individuals who make a difference in their communities every single day. Through this vibrant editorial, we explore the unique perspectives of these role models and what it truly means to "step up" for the people around them.

As Creative Director of Sticky Rice, I had the honour of crafting this campaign from the ground up—conceptualizing the vision, assembling an incredible team of freelancers, and handpicking the inspiring individuals featured in the shoot. I interviewed each participant to uncover how they uplift their communities and make a lasting impact.

Fun fact: Every designer piece featured in the campaign is crafted by Asian designers, further amplifying the community's celebration of talent and creativity.


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