Chinese Food Brand MìLà Taps Simu Liu to Front Latest Campaign

Stept Studios, a production company known for their visual storytelling, and MìLà, the modern Chinese food brand bringing restaurant-quality dishes into consumers homes are thrilled to unveil MìLà’s first brand campaign. This campaign comes after their announcement that they have tapped actor, author, and MìLà investor, Simu Liu as their chief content officer. With a mission to champion the brand’s story,  these spots were directed by comedy directing duo Varsity bringing their unique playfulness to the campaign. 

The campaign’s mission was to position MìLà as the Chinese-American food brand with an inclusive and differentiated lens on 'third culture' rooted in the origins of co-founders, Jen Liao and Caleb Wang. Comedic directing duo Varsity (Ben McManus and John Marisco) collaborated with Simu to create two comedic 30-second spots that interweave both MìLà’s founding story and the ease and convenience of preparing MiLa’s soup dumplings at home. Simu Liu has been celebrated for his passionate advocacy for representation and he hopes to unite people through MìLà’s inclusive food experience rooted in heritage and crafted for a new generation.

“We’re proud to bring our first brand campaign to life with our Chief Content Officer Simu Liu,” said Jen Liao, co-founder and President of MìLà.  “Stept Studios was a fantastic partner for the job, and seamlessly helped us craft commercials that celebrate the importance of third culture in our founding story, the crafting MìLà products, and Simu’s experiences as well.”

"Collaborating with MìLà was an incredible experience. Stept and Varsity immediately connected with Simu and the MìLà team, making this work a dream to bring to life." said Meredith Rodriguez, Chief Growth Officer at Stept Studios. 

The campaign will be released on June 12th, 2023 across paid and owned marketing channels.