"Proper Way"

In collaboration with IWG, Tiger House Films produced a series of TV commercial spots starring Tzi Ma for the new McDonald’s McCrispy Strips. The concept was built to comedically highlight how modern Asian American families interact, depicting a family at the dinner table and leaning into humorous, poignant, culturally specific jokes that hit home for AAPI audiences, brought to life by a genuinely talented cast and crew.

Starring alongside the ensemble was legendary actor Tzi Ma, known for blockbuster films like Rush Hour and countless others throughout his career. The series was shot on a stage in DTLA, built out with a retro kitchen and living room set that gave the spots a warm, film-style aesthetic perfectly suited to the nostalgic, family sitcom feel of the campaign.