Sunday, June 14, 2009

2002: ELIZABETH 90s


This 90-second spot was a first of its kind during a time when the local advertising industry had yet to discover how to do amazing food shots (the local fastfood chain Chow King picked it up soon after, and made a killing doing it). This was a product of true collaboration and trust between Agency and Production House. When this was launched via a media roadblock (a material aired simultaneously across all channels), the entire production team, including direk Mandy, Tita Lyds, Giboy, and the McCann creative and accounts teams, were all - literally - in tears. This taught me very early on in my career, that even the most basic of ideas can be made spectacular when placed in the hands of people who know and love what they're doing.

CREATIVE DIRECTOR: Micky Domingo
ASSOCIATE CREATIVE DIRECTOR: Trixie F. Diyco
CONCEPT, COPY AND ART DIRECTION BY: Trixie F. Diyco and May Villavecer
DIRECTOR: Mandy Reyes
FOOD STYLIST: Lydia Go
DIRECTOR OF PHOTOGRAPHY: Giboy Vistan
MUSIC: Jessie Lasaten

2005: BRIGHTER SIDE 30s

EXECUTIVE CREATIVE DIRECTOR: Micky Domingo
CREATIVE DIRECTOR: Vianne Perdigon
ASSOCIATE CREATIVE DIRECTOR: Trixie F. Diyco
CONCEPT AND COPY BY: Katrina Lagman
ART DIRECTION BY: Daisy Estevanez
DIRECTOR: Mandy Reyes

Wednesday, June 10, 2009

2006: ALAY 30s

EXECUTIVE CREATIVE DIRECTOR: Micky Domingo
CREATIVE DIRECTOR: Trixie F. Diyco
CONCEPT AND ART DIRECTION BY: Ryan Giron
COPY BY: Trixie F. Diyco, Ryan Giron
DIRECTOR: Ivan Guerrero

2007: MANHOLE 30s

CHIEF CREATIVE OFFICER: David Guerrero
EXECUTIVE CREATIVE DIRECTORS: Joel Limchoc, Simon Welsh
CREATIVE DIRECTOR: Trixie F. Diyco
ASSOCIATE CREATIVE DIRECTOR: Joni Caparas
CONCEPT BY: David Guerrero
COPY BY: Trixie F. Diyco
ART DIRECTION BY: Joni Caparas
DIRECTOR: Martin Arnaldo

2006: WISH 30s

EXECUTIVE CREATIVE DIRECTOR: Micky Domingo
CREATIVE DIRECTOR: Trixie F. Diyco
ASSOCIATE CREATIVE DIRECTOR: Boyet Custodio
CONCEPT AND ART DIRECTION BY: Boyet Custodio
COPY BY: Trixie F. Diyco, Boyet Custodio
DIRECTOR: Mark Querubin

2007: GAGANDA PA ANG BUHAY CAMPAIGN

GAGANDA PA ANG BUHAY
CHIEF CREATIVE OFFICER: David Guerrero
EXECUTIVE CREATIVE DIRECTORS: Joel Limchoc, Simon Welsh
CREATIVE DIRECTOR: Trixie F. Diyco
ASSOCIATE CREATIVE DIRECTOR: Joni Caparas

TOILET 45s
CONCEPT BY: RJ Ferrer
ART DIRECTION BY: RJ Ferrer, Joel Limchoc, Joni Caparas
COPY: Trixie F. Diyco
DIRECTOR: Henry Frejas

HOSPITAL 30s
CONCEPT AND COPY BY: Trixie F. Diyco
ART DIRECTION BY: Joel Limchoc, Joni Caparas
DIRECTOR: Henry Frejas

PARKING 30s
CONCEPT BY: Joni Caparas
ART DIRECTION BY: Joel Limchoc, Joni Caparas
COPY BY: Trixie F. Diyco
DIRECTOR: Henry Frejas

Tuesday, June 9, 2009

2007: MORIT 15s

CHIEF CREATIVE OFFICER: David Guerrero
EXECUTIVE CREATIVE DIRECTORS: Joel Limchoc, Simon Welsh
CREATIVE DIRECTOR: Trixie F. Diyco
ASSOCIATE CREATIVE DIRECTOR: Joni Caparas
CONCEPT AND COPY BY: Trixie F. Diyco
ART DIRECTION BY: Joni Caparas
DIRECTOR: Raul Ona

2007: VOGUE 15s

CHIEF CREATIVE OFFICER: David Guerrero
EXECUTIVE CREATIVE DIRECTORS: Joel Limchoc, Simon Welsh
CREATIVE DIRECTOR: Trixie F. Diyco
ASSOCIATE CREATIVE DIRECTOR: Joni Caparas
CONCEPT AND COPY BY: Trixie F. Diyco
ART DIRECTION BY: Joni Caparas
DIRECTOR: Raul Ona

2007: VIRGIN 15s

CHIEF CREATIVE OFFICER: David Guerrero
EXECUTIVE CREATIVE DIRECTORS: Joel Limchoc, Simon Welsh
CREATIVE DIRECTOR: Trixie F. Diyco
ASSOCIATE CREATIVE DIRECTOR: Joni Caparas
CONCEPT AND COPY BY: Trixie F. Diyco
ART DIRECTION BY: Joni Caparas
DIRECTOR: Raul Ona

2007: FAITH HEALER 45s

CHIEF CREATIVE OFFICER: David Guerrero
EXECUTIVE CREATIVE DIRECTORS: Joel Limchoc, Simon Welsh
CREATIVE DIRECTOR: Trixie F. Diyco
ASSOCIATE CREATIVE DIRECTOR: Joni Caparas
CONCEPT AND COPY BY: Meggy de Guzman
CONCEPT AND ART DIRECTION BY: Dale Lopez
DIRECTOR: Raul Ona

Sunday, June 7, 2009

May, 2009: STICK and LEAF DM


EXECUTIVE CREATIVE DIRECTORS: Tony Sarmiento, Raoul Floresca
CREATIVE DIRECTORS: Trixie F. Diyco, Andrew Petch
ASSOCIATE CREATIVE DIRECTOR: Chin Pangan
CONCEPT AND COPY BY: Maan Agsalud, Paolo Agulto
ART DIRECTION BY: Janette de Veyra

2007: PROBLEM DOWNLOADING billboard

CHIEF CREATIVE OFFICER: David Guerrero
EXECUTIVE CREATIVE DIRECTORS: Joel Limchoc, Simon Welsh
CREATIVE DIRECTOR: Trixie F. Diyco
ASSOCIATE CREATIVE DIRECTOR: Joni Caparas
CONCEPT, ART DIRECTION AND COPY BY: JP Palileo, Lissa Boluso, Maui Reyes

2006: GROCERY TVC 30s

EXECUTIVE CREATIVE DIRECTOR: Micky Domingo
CREATIVE DIRECTOR: Trixie F. Diyco
CONCEPT AND COPY BY: Trixie F. Diyco
ART DIRECTION BY: Henry Gonzales
DIRECTOR: Onat Diaz

2006: ANT

EXECUTIVE CREATIVE DIRECTOR: Micky Domingo
CREATIVE CONSULTANT: Mario Monteagudo
CREATIVE DIRECTOR: Trixie F. Diyco
CONCEPT AND COPY BY: Trixie F. Diyco
ART DIRECTION BY: Henry Gonzales

2006: BONI and EDSA print

EXECUTIVE CREATIVE DIRECTOR: Micky Domingo
CREATIVE CONSULTANT: Mario Monteagudo
CREATIVE DIRECTOR: Trixie F. Diyco
CONCEPT AND COPY BY: Trixie F. Diyco
ART DIRECTION BY: Henry Gonzales
EXECUTIVE CREATIVE DIRECTOR: Micky Domingo
CREATIVE CONSULTANT: Mario Monteagudo
CREATIVE DIRECTOR: Trixie F. Diyco
CONCEPT AND COPY BY: Trixie F. Diyco
ART DIRECTION BY: Reg Lota

November, 2008: MIND MAP

EXECUTIVE CREATIVE DIRECTORS: Raoul Floresca, Tony Sarmiento
CREATIVE DIRECTOR: Trixie F. Diyco
ASSOCIATE CREATIVE DIRECTOR: Chin Pangan
CONCEPT BY: Bia Fernandez, Andrea Cid
ART DIRECTION BY: Janette de Veyra
COPY BY: Trixie F. Diyco, Maan Agsalud, Bia Fernandez, Paolo Agulto, Patrick Miciano

May, 2009: TIMEOUT 30s

EXECUTIVE CREATIVE DIRECTORS: Tony Sarmiento, Raoul Floresca
CREATIVE DIRECTORS: Trixie F. Diyco, Andrew Petch
ASSOCIATE CREATIVE DIRECTOR: Chin Pangan
CONCEPT AND COPY BY: Maan Agsalud
ART DIRECTION BY: Janette de Veyra
DIRECTOR: Henry Frejas

May, 2009: COCOON 60s

EXECUTIVE CREATIVE DIRECTORS: Tony Sarmiento, Raoul Floresca
CREATIVE DIRECTORS: Trixie F. Diyco, Andrew Petch
ASSOCIATE CREATIVE DIRECTOR: Chin Pangan
ART DIRECTION AND CONCEPT BY: Chin Pangan
COPY BY: Trixie F. Diyco
DIRECTOR: Henry Frejas

The Ship, the Yacht, and the Lopsided Old Boat

“There’s a hole in the ship,” the child told the captain. She was dripping wet from bailing out water. And tired from doing it with only a handful of her friends.

“I think we’re sinking,” she said.

But the captain did not listen.

“This ship,” he said, “is the biggest in the land. There is no hole big enough to sink it.”

The ship was magnificent. A floating cathedral on which rode only the holiest, the richest, and the most beautiful of men. This was where the child was born. For eight years, the child was loved by the ship’s crew. They taught her how to steer across the angriest of seas, through the roughest of storms.

But as time went by, and as the hole grew bigger, water started seeping into the ship’s corridors. And the ship became very, very slow.

“There’s a hole in the ship,” the child said again.

Still, no one listened.

And so, painfully, the child jumped off.

Onto a shiny bright yacht, she jumped. A shiny bright yacht with no holes.

The yacht was small and fast. Its captain knew the seas well. And as he steered the yacht to faraway lands, the child watched. And she learned.

Until one day, as she walked the deck of the shiny bright yacht, she found her feet wet.

“There’s a hole in the yacht,” she told the captain.

But the captain was too busy steering.

“There’s a hole in the yacht,” she said again.

“Get back to work,” the captain said, “there is no hole in my yacht.”

And so, the child got back to work.

Soon, more children cried, “There’s a hole in the yacht!”

And one by one, they jumped off.

“Fools,” the captain accused, “there is no hole in my yacht.”

And so, with the water now up to her ankles, the child got back to work.

One day, as the child bailed out water from the deck of the shiny bright yacht, a lopsided old boat drifted along.

“You seem tired,” called out a man on the deck of the lopsided old boat, “would you like to take a rest on my deck?”

The child crossed over to the lopsided old boat. She sat awhile and looked closely at the man. His navy blue coat was dripping wet, and his beard was a mixture of hair and seaweed.

“Are you a captain, sir?”

“I am,” he replied.

“My ship is big. It was once the most magnificent. The fastest on the waters. And the envy of captains from faraway seas.”

The child waited as the captain of the lopsided old boat paused, peering at the yacht in front of them.

“How big is the hole on that yacht?” he asked.

“There is no hole, sir,” the child answered.

“That’s a lot of water for a boat with no hole.”

“Your ship, sir. Where is this ship you speak of?”

“Why, THIS is my ship,” the captain answered.

The child was confused.

“But this, sir, is a lopsided old boat.”

The captain stood up and walked to the edge of the lopsided old boat, and the child followed him. From the edge of boat, she saw something beneath it.

“Do you see it?” the captain asked.

“Yes, sir. It is beautiful.”

The captain looked at the child, and he smiled.

“There’s a hole in my ship,” he said,

“would you like to help me fix it?”

The child nodded as she took the captain’s hand.

She knew she was home.

Saturday, June 6, 2009

My mother and father were both working as suits in an agency called Advertising and Marketing Associates (AMA) when they met. When they got married, my father moved on to client side, while my mother became one of JWT's Vice-Presidents. 

I had always wanted to be in advertising. Not as the face and voice fronting clients like my parents were, but more as the heart creating the advertising itself. It was not 'til mom retired, that I was able to begin what I would now consider my calling.

I've been here for eleven years - a Creative Director for about what, five (?), six (?) years of those eleven. 

Last August, I joined Ace/Saatchi & Saatchi Manila, after almost two years at BBDO Guerrero Manila, where I moved after eight years at McCann-Erickson Philippines. That was where it all began.

Before my suicide move to Advertising, I had my own little production outfit, with my own little cooking show that made lots of money from the same clients whose advertising I now create. And before that, I was a sportswriter.