The total Johnson’s Baby portfolio had a global revamp for the first time in decades.
From product formulation to packaging, Johnson’s was now gentler than ever.

To explode “gentle”, we launched our own advocacy to change the harshness in traditional parenting practices ingrained in PH culture.

How did we start this potentially difficult conversation? Through art.

GrabMart Now is the fastest delivery of convenience store essentials from anywhere in the city.
In 30 minutes or less, you can get what you need.

How do you communicate speed in a static, non-moving format?
We let our words do the talking.

In any recommender engine driven aggregator app, it’s always an uphill climb for small or new businesses to rise above the big, popular franchises.

While we couldn’t change the algorithm, we created a new searchable category for our merchants, and influenced user behavior via a compelling campaign.

Tridge, an AgTech unicorn, relocated me to South Korea to lead their global branding and B2B campaigns.
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B2B usually gets a rep for being boring.
But that’s not necessarily true because at the heart of every
business-to-business interaction, we’re still talking to people.

Research revealed that the majority of people thought GrabMart, a supermarket delivery service, had problems with product availability.
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To counter this, we launched a campaign that highlighted how you could buy almost anything at GrabMart – love, hope, happiness, even fans.

Traveloka was entering the market for the first time.
To make the launch memorable we did something no one was doing at the time.

We created our own celebrities. 
Travel booking made so easy, even your pet could do it.
Ridiculous? Yes, but so damn cute and compelling.

To test the superior absorption of no. 1 sanitary napkin brand, Modess, we made the dumbest, but most authentic product demo the brand’s ever produced.
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We got a group of male vloggers with a strong female following to menstruate (via analog technology) and test the pads on a “heavy flow day”.

In PH culture, teen girls don’t like wearing white underwear because it easily stains, but to even discuss women’s hygiene is taboo in our culture. 

So to promote J&J’s pantyliner brand Carefree, we flipped the narrative and made wearing white underwear a symbol of being confident down there via the first-ever white panty fashion show in the country.

Mang Inasal is one of the fastest growing brands of Jollibee Foods Corporation (JFC), the no. 1 Quick Service Restaurant (QSR) company in the country. 
JFC had extremely restrictive rules with the way the product was presented.
 
So every year, we needed to refresh this campaign.
Make it look new and delicious, but loyal to the limitations set by the brand.

Bank campaigns are rarely emotional, but why can’t they be?
In this campaign, we leveraged the relationship of broadway star, Lea Salonga and her brother, musical director, Gerard Salonga, as an embodiment of the bank’s brand of service.

We also created a viral film that showcased the everyday sacrifices that a lot of older sisters in the Philippines had to make.