Agency

Six years art directing consumer campaigns in one of the most competitive attention markets.

Role

Art Director. Concept, art direction, storyboarding, visual strategy, execution.

Context

Dentsu Jayme Syfu and MullenLowe Philippines, Manila.

With

Creative, strategy, production houses, directors and photographers.

Year

2015 to 2021

B2C teaches you quickly: the work rooted in human insight is the work that lands.

I started my career as an art director at Dentsu Jayme Syfu and MullenLowe Philippines, on Unilever, Toyota, Uniqlo and Jollibee. Those years taught me to find the insight first and build everything else around it, which is the discipline all my work since has run on.

My role across selected works below

Art director across all three. Concept, art direction, storyboarding, visual strategy and execution through campaign roll-out, working with directors and production houses on film.

Knorr · UNILEVER

Knorr, “Kanya-Kanya” · MullenLowe Philippines · 2020 · Gold, Panata Awards, Creative Effectiveness

The pandemic made private struggles harder and lockdowns removed the usual sources of comfort. Knorr had the scale to reach people but no honest way to talk about it, and anything that overreached would have read as a brand exploiting a difficult moment.

We went at it through the dish rather than the situation. Tinola is Knorr Chicken Cube’s hero dish and a Filipino comfort meal with existing emotional weight, so the film told the story of a struggle finding relief in something as ordinary as a bowl your mother made. Viewers responded by sharing their own versions of the story, and the film moved sales, shares and brand affinity.

Results

2,700,000+ Total Views

20,000,000+Total reach on TV & Digital

+12% Growth in sales vs last year

Axe · UNILEVER

Axe, “Made Fresher” · MullenLowe Philippines · 2020

Axe was launching scents with an added cooling effect, which is a benefit you can feel and cannot see. A conventional product demo would have described it and lost the audience.

We built a short-form video series around a single idea, freshness that takes you places, and made the cooling effect visual by letting it transport the character somewhere else entirely. Three variants ran the same device across different scents: Black to waterfalls, Dark Temptation to hills, Gold Temptation to a sunset. One mechanic, three executions, no explanation needed.

1 of series of 3 TVCs

Toyota

Toyota, Road Safety · Dentsu Jayme Syfu · 2017

Road safety education is important and almost nobody chooses to watch it. The brief was to make it engaging enough that people would.

We built it around a character. THUMS and his family carried a six-episode series covering seatbelts, airbag deployment and the basics most drivers overlook, in short digestible pieces rather than a safety lecture. The series ran on social as public education and was then adopted as a training module for Toyota salespeople and dealers across Southeast Asia.

1 of series of 6 EPISODES

Additional work

More advertising work on Vimeo →

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