OmniChannel Creative • Digital Precision Marketer • E-commerce Specialist • Content Creator • Digital/Tech Savvy • Brand Builder • Globetrotter • Photographer
JP is the person everyone turns to when they need to know about the latest tech. An early adopter by nature, he seeks to experience and understand new ideas. This love for innovation has led him to evolve an early career of crafting TV spots and print ads into creating apps, brand experiences, and social media campaigns. He has also acquired precision marketing skills while working extensively for digital marketing. Still, he prides himself on being an old-school who values impeccable art direction and basic design principles.

Fast, proactive, and collaborative, he enjoys designing solutions and leading teams in integrated campaigns. For fun, he enjoys traveling, street photography, and playing with fire.

Lead Creator, U Studio 
December 2018 – Present
                                                                                                  Leading the in-house digital creative studio of Unilever in creating Precision Marketing contents for the different Unilever portfolio. Using best practices to deliver thumb-stopping short form and long form assets optimised for social media channels (Facebook, Instagram and Youtube) and E-commerce platforms across different markets in Asia.
Associate Group Head, Tribal DDB Singapore
November 2017 – November 2018
                                                                                    Worked on campaigns for both local and regional clients such as Volkswagen, Workforce Singapore, TAFEP, Prime Ministers Office as well as new business client- Changi Group for IShopchangi.

Workforce Singapore
•Developed a mix of traditional and digital launch campaign for to encourage the mature market to use the online careers portal showing them the ease of use and the bespoke customisation the site offers.
• The campaign increased the target site visitors and conversion as well as making the site the official one stop career site for Singaporeans.

•Pitched and won for this digital business against the big agencies.
•Created a digital Christmas campaign that introduces the customers to the platform, browse and engage customers by gamification and convert them to purchase. Using rewards and discount coupons. The campaign increased sales compared to the previous year and drive traffic to the website.
•Using SEO and triggers to customise the product offerings tailor fitted to the different cohorts.

BabyReady SG X IKEA
•Created a digital campaign to encourage young Singaporeans to consider having babies. Using research and social listening, we developed a campaign focusing on the different pain points the young couples are facing. The campaign aims to bring a positive light and encouragement a baby brings to a family as well as offering solutions that addresses financial concerns. We also partnered with IKEA to curate #BabyReady bundle deals that makes it affordable to start a family.
• The campaign created a lot of buzz both digital and offline. Using influencers to share and give personal experiences helped put the topic into a more open consideration.
Senior Art Director, Isobar Singapore
Apr 2014 – June 2017
                                                                                                          Helped lead the digital team on integrated campaigns, experiential platforms and social media for both local and regional clients such as OCBC, FRANK byOCBC, Chevrolet, Uniqlo, Samsung, Magnum, Intel, Shiseido, F&N Seasons, Magnolia Milk, Mercedes-Benz, Republic of Singapore Navy, and Coca-Cola.

Build and maintain the brands .com with new product pages and offers.
Designed webpages and online campaigns across social media and google display banners.

We shaped the brands online identity by strategically building a platform that delivers a fluid ecosystem across the different contents from long form, short form, CRM, brand site, organic and paid social media and offline activations.
We cover relevant contents on anything and everything about financial, career and lifestyle relevant to the millennials and gen-z.

We created a platform to help the Sales people in Chevrolet when they meet clients outside the showrooms. Using AR technology, we developed an app that helps visualize the car and its features specially the safety feature and brings them to life. The app enabled the salespeople to engage with customers by giving them a first-hand experience and well as personal customization as they consider purchasing the car even outside the showroom.
Associate Creative Director, Phibious Vietnam 
Ho Chi Minh City, Vietnam
Sep 2013 – Dec 2013
Freelance creative handling new business clients and local client portfolio such as Vespa, Coke, Sprite, Dasani Water, OMO, VP Bank. As well as heading the art department.

Associate Creative Director, BBDO Vietnam
Ho Chi Minh City, Vietnam
Apr 2013 – Aug 2013
Lead a team of creatives and worked on integrated campaigns for Pepsi carbonated products for Pepsi TET 2014 campaign, Mirinda, Mt Dew and 7Up. Handled the creative team as well for new business clients.

Senior Art Director, BBDO Guerrero
Manila, Philippines
Nov 2003 – Jan 2013
Trained to think, work and execute big ideas for integrated campaigns on traditional medium and the digital platform.

Produced effective integrated campaigns for Saridon, FedEx, Johnsons & Johnsons, JP Morgan Chase, Sky Broadband, The BaR Vodka, Philippines Department of Tourism, Pizza hut, Bayan Telecommunications, AnchorMilk, Anlene, WWF, VISA, Splash Corporation, Pepsi Foods, Smart Telecommunications, Philam Life Insurance, Robinsons Land, SM Supermarket.

UX/UI User Experience Certificate
General Assembly

Singapore 2021
Emeritus Institute of Management with MIT Sloan School of Management
Certificate in Innovation of Products and Services: MIT's Approach to Design Thinking
University of Santo Tomas, Philippines
Bachelor in Fine Arts major in Advertising
Cum Laude

The MARKies AWARDS 2019                                                                                                    Most Creative - Digital Silver
Most Effective Use - Digital Bronze
Santa's Great Getaway by iShopChangi (Changi Airport Group)
Mumbrella Asia Awards                                                                                                  Mumbrella Award for Innovation
Chevrolet V-Showroom- Isobar Singapore/ Carat Asia Pacific for General Motors            Most Engaging 360 Video/ Virtual Reality or Augmented Reality Work
Chevrolet V-Showroom- Isobar Singapore/ Carat Asia Pacific for General Motors 
One Show
Bronze Pencil in TV Campaign: Saridon "Persistent Headaches"
Clio Awards
Silver in Film Campaign: Saridon "Persistent Headaches"
In Book for Film & Cinema: Saridon TVC
ADOBO Magazine Creative Ranking of the 2013
Top 7 Art Directors in the Philippines
KIDLAT Advertising Awards 2013, Philippines
Gold in Film Single: Saridon "Wash"
Silver in Film Campaign: Saridon"Pound/Wash/Stamp"
Silver in Print Single: Saridon "Repair"
Silver in Print Single: Saridon "Hex"
Silver in Print Campaign: Saridon"Hex/Repair/Strike"
Bronze in Film Singles: Saridon "Stamp"
Bronze in Film Singles: Saridon "Pound"
Bronze in Outdoor Campaign: Saridon"Hex/Strike/Repair"
Bronze in Outdoor Singles: Saridon "Hex"
AWARD Awards, Korea
Bronze in Film Campaign: Saridon "Stamp/Pound/Wash"
Bronze in Film: Saridon "Stamp"
Bronze in Film: Saridon "Pound"
Asia Advertising Festival (ADFEST)
Gold in Film Campaign: Saridon "Pound/Stamp/Wash"
Bronze in Outdoor Campaign: Saridon "Repair/Strike/Hex"
Tinta Awards, Philippines
Grand Prix: Saridon "Persistent Headache"
Gold in Print Campaign: Saridon "Persistent Headache"
Gold in Print: Saridon " Stamp"
Silver in Print: Saridon "Hex"
Bronze in Print: Saridon "Repair"
London International Awards
Silver in Film Campaign: Saridon "Pound, Wash,Stamp"
Bronze in Film: Saridon "Stamp"
Bronze in film: Saridon "Wash"
Finalist in Film: Saridon "Pound"
Spikes Asia Advertising Festival
Gold in Film Campaign: Saridon "STAMP, POUND,LAUNDRY"
Silver in Outdoor Campaign: Saridon (HEX, REPAIR,STRIKE)
Silver in Print Campaign: Saridon (HEX, REPAIR,STRIKE)
Bronze in Film Campaign: Saridon "STAMP, POUND,LAUNDRY"
2nd Best Print in ACT CANNES Exhibition 2012: WWF FANCORALS
Silver in Outdoor: Saridon “REPAIR”
Silver in Outdoor: Saridon “STRIKE”
Bronze in Outdoor: WWF “ Fan Corals”
Crystal in Print: Saridon “REPAIR”
Crystal in Print: Saridon “STRIKE”
ADOBO Magazine Creative Ranking of the 2012
Top 12 Art Directors in the Philippines
KIDLAT Advertising Awards, Philippines
Sky Broadband "Life in 5mbps" Campaign-BRONZE in FILM CAMPAIGN
Sky Broadband's "Baby"- BRONZE in Film
Sky Broadband's "Fastfood"- BRONZE in FILM
Asia Pacific Advertising Festival (AdFest)
BBDO, THE WORK 2011 Annual
WWF “Anemone, Fan Corals, Brain Corals” Top6
WWF “Anemone, Fan Corals, Brain Corals”
Philippine Advertising Congress , Philippines
Silver in Film Singles: SKY Broadband’s “Life at 5 Mbps -Fastfood"
Bronze in Film Campaign: “Life at 5Mbps Campaign”
KIDLAT Advertising Awards 2010, Philippines
Bronze in Best in Craft: Department of Tourism “LiveYour Dreams- Beach”
Bronze in Design: The BaR “Ice Shots”
Philippine Advertising Congress , Philippines
Bronze in Design: The BaR “Ice Shots”
Bronze in Digital: Department of Tourism “Live YourDreams” website
BBDO Asia Pacific Creative Council for Q4 2009
Finalist: The BaR “Ice Shots”
Finalist: Pizza Hut HateLate “Freight” TVC
Finalist: The BaR “Stereo tee”
Philippine Advertising Congress , Philippines
Finalist in Clothing Design: The BaR “Stereo tee”
Finalist in Integrated Campaign: Department of Tourism“Live Your Dreams”
Spikes Asia Advertising Festival
Silver Integrated Campaign: Pizza hut “HateLate”Campaign
KIDLAT Advertising Awards, Philippines
Bronze in Integrated Campaign: Pizzahut “HateLate”Campaign
Finalist Outdoor: Bayan “Problem Downloading” billboard
BBDO Asia Pacific Lion hunt 2008 for Outdoor
Bayan “Problem Downloading” billboard
Asia Outdoor Advertising 2007
Bronze in Billboard: Bayan “Problem Downloading” billboard
Philippine Advertising Congress 2007
Bronze in Outdoor: Bayan “Problem Downloading” billboard
Featured: Biolink VCO Sandpaper
Pizza Hut YUM Award 2005
Pizzahut “Mist” TVC

Photoshop, Illustrator, Photography, Motion graphics, Design Thinking, UX / UI, Product Design

Born under the libra sign, loves to travel and see the world, takes and collect photos, plays with fire spinning, appreciates fashion and a gadget geek.

A creative at heart who pride myself in being an organized taskmaster too. I can ideate, plan, strategize bespoke content and collaborate with client or stakeholder management to ensure that ideas we create deliver. Being detailed oriented, I ensure consistency from end to end, I am aware of digital and social media formats, and I make sure to track and optimize content across the different platforms. I am passionate about designing solutions for brands and helping them shape their personas in the digital space.
While the majority of my experience was built in advertising. As a millennial, I make it a point not to be FOMO.  I continuously keep up with the trends and learn other disciplines like design thinking, UI/UX, data analytics, SEO, etc to compliment my core skills. Being a creative in the present, means having to wear a lot of hats.

Back to Top