Contact
  • HOME
  • / MEDIA /
  • JFERRER’s Mission to Empower Young Asian Creatives Through His Documentary

Stories

August 24, 2023

SHARE:

JFERRER is a talented Creative Director from Southern California. His journey began in high school when he discovered his love for film. Little did he know that this passion would lead him to an incredible path of self-discovery and empowerment.

It was in college that JFERRER embraced his cultural heritage as a Filipino American, realizing the significance of being Asian in shaping his identity. Despite facing doubts from others, he remained determined to pursue his dreams. This led him to create a documentary titled “DO WHAT I WANT,” shining a spotlight on the incredible work of young Asian creatives.

Now, JFERRER is gearing up for his next mission with “DO WHAT I WANT: SPIN OFF EDITION,” focusing on up-and-coming Asian American DJs in Southern California. Join us as we delve deeper into his story and his mission through an insightful interview with Asian Hustle Network.

THE ARTISTIC VOYAGE OF JFERRER

The world of music has been a constant inspiration for me. When I listen to a song, my mind instinctively creates music video scenes that synchronize perfectly with each beat. I knew that I had to make these vivid visions into reality and on the screen. I started taking clips of videos and putting them into music and created a whole new vibe and energy for the song. It was exciting to help people experience the song in a whole new way.

As my passion for storytelling through visuals grew, so did the scope of my aspirations. Beyond music videos, I became interested in capturing and celebrating diverse narratives and talent. This interest and experience took on a life of its own and I became involved with crafting and managing live events tailored specifically for emerging creatives.

These events became platforms for budding talents to shine, fostering a community of artistic expression and collaboration. I realize that creativity knows no bounds and I want to unleash it and inspire others to find their own creative gifts.

THE IMPACT OF HIS CULTURAL UPBRINGING ON HIS CREATIVE DIRECTION

I grew up in a Filipino American family. Throughout my life, I’ve been fortunate to be surrounded by creative family members and friends. Knowing the immense talent and gifts of Asian Americans around me, yet seeing the simple, one-dimensional portrayals of Asian/Asian American characters in movies and television was disappointing.

I want to showcase the rich diversity and talents of Asian Americans and promote positive and authentic representation.

BREAKING BOUNDARIES WITH “DO WHAT I WANT”

Asian Americans do not rely on their creative side to make money. If we wanted financial stability, we would typically look at careers in the medical field, business, or engineering, right? Creative energy would just be reserved for hobbies. But why can’t it be our full-time career? That’s what I wanted to challenge in “Do What I Want”. I wanted to break free from the stereotypes and challenge the notion that you can’t be successful doing something creative and fun. 

I believe in eliminating the fear of pursuing our passions and going against the grain. We have the power to choose our own paths and find immense success in doing what we love. This is the essence of the documentary I want to create – to shine a light on a community of like-minded individuals who have shattered barriers and defied expectations.

In this documentary, we will meet incredible artists, each driven by their unique passions and determined to leave their mark on the creative world. They stand as living examples of why this project exists – to showcase Asian creatives who fearlessly pursued their dreams, despite parental and societal pressures.

The title “DO WHAT I WANT” embodies the spirit of this documentary, as each person featured chose to follow their heart’s desires. They rejected the notion that their career should be dictated by others and, instead, embraced their true calling. This is a celebration of those who broke free from the confines of societal expectations and carved out their own path to success.

NAVIGATING CHALLENGES AND SEIZING OPPORTUNITIES AS A YOUNG CREATIVE

In the realm of young creatives today, networking their art stands as a paramount challenge. Excelling in their craft is undoubtedly crucial, yet without the ability to effectively brand their work and themselves, opportunities for exposure may be limited.

Embracing the significance of self-branding, however, holds the key to unlocking a broader audience and creating a multitude of opportunities that lie ahead. So, dare to showcase your true potential, and let your art shine brightly in the vast sea of possibilities. Together, your creativity and strategic branding will pave the way for a remarkable journey of growth and success. Keep believing in yourself, and the world will undoubtedly take notice of your inspiring creations.

A MESSAGE OF EMPOWERMENT FOR ASIAN AMERICAN ARTISTS THROUGH DO WHAT I WANT

I believe that “DO WHAT I WANT” has the power to ignite a flame of empowerment within the Asian and Asian American communities. It serves as a reminder for individuals to embrace their authenticity and follow their true passions, refusing to conform to societal norms or the cookie-cutter lifestyle. I envision a wave of inspiration, encouraging people to break free from limiting beliefs and embrace the unique paths that await them.

“DO WHAT I WANT” carries a profound significance for Asian American youth. As they witness the success and creativity of these artists, they can find a sense of connection and envision their own future selves achieving greatness. The documentary not only inspires confidence but also fosters a sense of community and unity among Asian Americans, reminding them that they too, can embrace their dreams and make a lasting impact in the world.

INSIGHTS AND ADVICE FROM JFERRER

Throughout my creative journey, the most valuable lesson I’ve learned is the importance of letting go of seeking validation from others. Happiness cannot be solely dependent on the approval of others. While I appreciate and consider the professional opinions of others when it comes to my work, I firmly believe that I must retain ownership of my decisions. Embracing this mindset empowers me to stay true to my vision and creative expression, paving the way for genuine fulfillment and growth.

By freeing myself from the need for constant validation, I can embark on a path driven by authenticity and self-belief. This newfound sense of independence fuels my creativity and allows me to push boundaries without being confined by external expectations. As I continue to evolve creatively, I welcome constructive feedback and embrace the opportunities to learn and grow, but I will always hold firm to my convictions, knowing that the true essence of my work lies within my passion and dedication to making a meaningful impact.

CONNECT WITH JFERRER

Instagram: @itsjferrer

Related Articles

AHS EMAIL ANGLE

Blogs

Build a Brand That Connects: Start with the Identity Prism

Every brand has a story worth telling—and how you tell it matters just as much as what you’re building.

One of the effective tools is the Brand Identity Prism—a simple but powerful framework that helps define what your brand stands for and how it connects with your audience.

  • Physique – What people see (logos, colors, visuals)
  • Personality – The voice and tone your brand speaks in
  • Culture – The values and beliefs driving your mission
  • Relationship – How your brand interacts with your community
  • Reflection – How your customers see themselves through your brand
  • Self-image – How they feel when they’re part of your world

Why Asian Hustle Solutions?

At AHS, we’ve seen firsthand how powerful a clear brand identity can be — not just in standing out, but in building real, lasting connections. 

Book a FREE call with us

If you want to learn more about our services, visit the Asian Hustle Solutions website at asianhustlenetwork.com/services/

  • 1 min read
samuel-jamier-png

Stories

Samuel Jamier on Paving the Way for Asian Cinema and Representation

For over two decades, the New York Asian Film Festival (NYAFF) has stayed at the forefront of Asian cinema in North America. Going into its 24th year, NYAFF is a project designed to remind the world that Asian cinema is here to stay and thrive, providing platforms for both well-established and rising filmmakers. At the helm of this meaningful festival is Samuel Jamier, a Korean French curator, filmmaker, and consultant whose passion and vision for Asian cinema drive NYAFF forward.

AHN had a chance to interview the talented Jamier on the festival’s inspiration and mission, and the future of Asian American Pacific Islander (AAPI) and Pan-Asian cinema.

Samuel Jamier | President and Executive Director of the New York Asian Film Festival and Foundation

Bridging Cultures Through Film

Over the course of his well-established career, Jamier has proved himself to be an avid enthusiast for Asian cinema who shows a clear commitment to its artistry and cultural authenticity. Jamier has gone from Chargé de Mission for the Cultural Services of the French Embassy, through his experience working with The Korea Society, The Japan Society, to becoming the guiding force behind NYAFF. 

As a Korean adoptee raised in the idyllic Brittany of northwestern France, it is natural that his journey was one of cultural navigation and a lingering yearning for heritage connections. All this lifelong commitment to Asian cultures made it intriguing to learn where it all began—turns out not all those who wander are lost.

I was always drawn to stories that challenge conventions, that shake you awake in the middle of the night. My inspiration came from literature, philosophy, and cinema—works that make your heart pound and your mind race like you’ve had too much caffeine.

Traveling and living in different countries in my 20s rewired my brain. Experiencing cinema across different cultures made me realize the immense power of storytelling. I was particularly struck by the underrepresentation of Asian narratives in global film industries, which fueled my drive to bridge that gap through my work at NYAFF and beyond.

Jamier, a Korean adoptee raised in France, has dedicated his career to championing Asian cinema and bridging cultural gaps through storytelling.

Leading a “nomadic” life throughout his 20s has reframed his understanding of storytelling, endowing him with the severely underrated power of Asian narratives in global media. That realization has become some sort of a push for him to challenge stereotypes and redefine Western perceptions of Asian cinema beyond just kung-fu flicks and arthouse genres. 

Breaking Barriers for Asian Filmmakers

Hollywood has become a benchmark for world cinema. It only took a few seconds to look up “film classics” on Google, and most of the recommendations would be Hollywood/ Western. As he revealed that one of his greatest challenges lies in “shifting global perceptions of Asian cinema” and “the industry’s gatekeeping,” his answer underscores a limited spotlight on Asian narratives. 

Historically, Western audiences have viewed Asian films through a narrow lens, often limited to action-packed martial arts films or slow, contemplative arthouse works. This raises concerns over “typecasting” Asians in movies and hindering the potential of the world’s largest region. Through NYAFF, Jamier has worked tirelessly to push back these outdated preconceptions and aimed towards a broader, more nuanced appreciation of Asian storytelling.

Jamier is reshaping global views on Asian cinema, breaking stereotypes and opening doors for new voices worldwide.

Jamier has also successfully secured various global distribution deals for Asian filmmakers, shedding light on emerging talents to international audiences. Back in 2020, the pandemic took over New York City, leaving many film festivals canceled and filmmakers struggling. 

Recognizing the urgency and devastating impact, Jamier and his team at NYAFF quickly adapted, launching virtual screenings and digital initiatives to keep Asian cinema in the spotlight. His commitment to dismantling industry gatekeeping and evolving Asian narratives has provided new opportunities for talents from Asia and the diaspora to gain recognition at major festivals and in Hollywood.

A Bridge Between East and West

Through his work at NYAFF and his consultancy firm, SMLX Consulting, Jamier has become a key figure in ensuring cultural authenticity in Hollywood. He never stops encouraging studios, filmmakers, and screenwriters to represent Asians, collectively drawing diverse and respectful depictions of Asian identities in movies. It’s not just about quantity—to Jamier, it’s about both: quality and quantity. 

Beyond curating films, Jamier is about to make his directorial debut with The Huntress, marking his first endeavor in filmmaking. The film, inspired by World War 2, was a powerful manifesto of women’s roles in resistance movements, bringing overlooked histories to the spotlight while challenging conventional war narratives of Southeast Asian stories on screen. His transition from festival curator to director is a testament to his commitment to elevating untold Asian stories on screen. 

The Future of Asian Cinema with New York Asian Film Festival 2025

Recent years have witnessed an interesting spike in Asian media—from K-dramas to anime—Asian cinema is “at an exciting turning point,” he shares. NYAFF remains dedicated to showcasing the depth and innovation of Asian storytelling, and Jamier encourages audiences to explore the incredible films emerging from Asia.

My mission is to bring authentic, compelling Asian stories to the forefront of global cinema. Whether it’s through NYAFF, my consulting work, or my filmmaking, I want to challenge outdated narratives and create new spaces for Asian filmmakers to be recognized and celebrated.

Jamier is championing a new era for Asian cinema, using NYAFF and beyond to spotlight bold, authentic stories and push the industry forward.

Looking ahead, the 24th edition of the New York Asian Film Festival is set to take place from July 11-27, 2025, promising a lineup that further expands the horizons of Asian storytelling. Jamier remains committed to fostering representation and creating new spaces for Asian filmmakers to thrive.

To support NYAFF’s mission and stay updated on the 2025 festival lineup, visit www.nyaff.org.

  • 5 min read
250618-jpg

Blogs

The Power of Three: A Simple Rule to Supercharge Your Brand

Third time’s a charm. Three seems to be our brain’s favorite number, often serving as a rule of thumb in storytelling, memory, and design. It strikes the perfect balance—long enough to be satisfying, yet short enough to avoid feeling overwhelming. This is known as the rule of three.

In marketing, the rule of three can be applied to everything from design to copywriting to sales. Here are three ways you can incorporate this powerful principle into your work:

1. Taglines and Slogans

With only three words, your taglines do not feel too long or too short. It’s enough for a build-up, climax, and resolution. Our brain naturally responds to the patterns of three, therefore making three-word taglines more impactful.

Example: 

“Veni, Vidi, Vici” (I came, I saw, I conquered) – Julius Caesar

“Just Do It” – Nike 

“I’m Lovin’ It” – McDonald’s

2. Design Colors

When creating a color palette, think of three colors that complement each other to enhance your brand: primary color (the core of your brand identity), secondary color (adds depth and supports the primary), and accent color (used sparingly to highlight key elements and draw attention).

3. Brand Story

Structure your brand story in three acts—setup, confrontation, and resolution—to make your narrative clear, concise, and compelling.

Win Your Leads Now!

Why Asian Hustle Solutions?

At Asian Hustle Solutions, we believe in the power of three: clarity, strategy, and execution. Our services are built to guide Asian entrepreneurs through every stage of their journey—defining your vision, building your brand, and scaling your business.

Book a FREE call with us

If you want to learn more about our services, visit the Asian Hustle Solutions website at asianhustlenetwork.com/services/

  • 2 min read
250612 (1)-jpg

Blogs, Development

The Secret Behind Every “Why”: Climbing the Ladder

Have you ever asked someone why they bought something, and then asked again? You’d be surprised to find out that the answer now extends beyond the functional—we’re getting emotional. That’s what “laddering” is about. 

Laddering is a simple but effective tool to dive deeper into the decision-making thought process. Instead of just asking what people like, we explore the whys. Each answer helps us climb the ladder from surface-level to more profound insights.

1. ATTRIBUTE

A specific feature or characteristic of a product or choice.

Example: “These shoes have extra cushioning.”

attribute

2. FUNCTIONAL BENEFIT

The practical or performance-related advantage that the attribute provides.

Example: “They make running more comfortable.”

functional_benefit

3. EMOTIONAL BENEFIT

How the person feels because of the functional benefit.

Example: “I feel more confident and energized when I run.”

emotional_benefit

4. PERSONAL VALUE

A deeper belief, life goal, or principle that the emotional benefit supports.

Example: “Being healthy helps me feel free and in control of my life.”

personal_value
Win Your Leads Now!

Why Asian Hustle Solutions?

At Asian Hustle Solutions, we help Asian-owned brands grow by understanding what truly drives their audience—beyond features, into feelings and values.

Book a FREE call with us

If you want to learn more about our services, visit the Asian Hustle Solutions website at asianhustlenetwork.com/services/

  • 2 min read