Behind the Scenes with PC&V







Making of the Future TVC

The Future TVC for C2 has been around for a while but the pictures taken that day by resident photo god, Robert Abueg, give a good idea of what it’s like to produce a TV commercial.  The process of making a commercial is one of the best parts about working in advertising.  Sometimes you have to stay on location really late and deal with difficult talents, but for the most part it’s a great experience.

It’s the time you get to meet models, celebrities, directors, producers, and other cool people from the industry.  You also learn to appreciate all the little details that make up an ad, because you helped make it happen.

Another great thing about shoots is the free time.  You’re on location to work, but for the most part you’re free to relax and just soak up what’s happening around you.  And, most importantly, there’s always so much free food!!  TVCs = awesome.

Setting up the equipment

The crew setting up

The director, stylist and producer

Director Sid, Jenny the makeup artist, and Steve the producer

The shoot

In the making

Robert, Anna, Kristel

Robert, Anna, Kristel




On location

On location

Down time

Down time

Heading home

Heading home



Some of the equipment

Some of the equipment

The director

The director


The Importance of Details In Advertising

By Jamila Lucas

Imagine this:

It’s 8:10 in the evening.  You’re having dinner while watching one of your favorite TV shows, The Voice.

The first contestant for the Blind Auditions sings an Alicia Keys’ song – Girl on Fire. 10 seconds into the song and all four coaches have turned their chairs towards the contestant.  The crowd is going crazy!  

After her performance, the contestant is flabbergasted to find all the coaches arguing about whose team she should be on.  Shakira uses flattery to convince the girl to join her team –saying that the girl’s voice was like a refreshing flavor of ice cream.  Usher relies on his swag to charm the contestant.  And the other two coaches?  They’re just arguing for the sake of it.  (But, you have to admit, it’s pretty funny watching Blake and Adam argue). 

Before she chooses her coach, the screen fades to black, The Voice logo shows up, and a series of commercials follow.

Most of the time we don’t pay attention to commercials, especially when watching our favorite shows.  The commercial break just becomes an excuse to go to the bathroom or to go on a snack break.

But what we don’t realize is that these commercials, when done right, convince us to buy products or try out new services. They could also make us laugh at taglines or sing to jingles that soon become part of everyday conversation. They may also inform us about the benefits of Omega 3 for our heart, or of a completely foreign chemical (that we don’t even encounter in Chemistry class) for our hair.

However, these are not possible if the details of advertisements are not carefully planned and executed. I guess this is the most important lesson I learned from my stay in PC&V – details always matter. Paying attention to the small things make the whole campaign work.  Details may be incredibly small, but their contribution to an advertisement, or to anything for that matter, creates a whole new meaning.

As a journalism student, my training was different. I was always taught to look at the bigger picture. In writing news articles, I always looked for parts that affect people the most and build a story from there. I was also taught that some details should be omitted  (such as the plate number of the car in an accident, or the color of the shirt of a certain speaker in an event).  But being a part of the creative department for the last month has made me realize the importance of details. Not everyone will notice every single component of an advertisement, but all the small details contribute to the feel of the ad. The words of the copy, the tone of the voice, the tempo of the music, the color of the visuals, the contrast of the lights…all of these add to the experience that a consumer gets upon seeing the final product. Details affect consumers, consciously or unconsciously.

I guess I’ll never look at ads the same way again. From now on I’ll be considering how much time was spent on choosing the best combination of colors for a certain poster or packaging. I’ll also listen carefully to jingles or the dialogues of TVCs and pay attention to the words and phrases that were coined. I’ll also be imagining how many times the shot is repeated just to show the perfect drop of a cherry on top of a cake (which probably won’t even take up 3 seconds of the commercial).

Now the commercials are over and you go back to watching the show. She decides to be part of Adam’s team – an obvious choice for soulful lady singers now that Christina’s gone. After the decision, you pick up the phone and dial the number of a fast food chain. You just had dinner but somehow you’re craving for something else. What you don’t know is that during the break, a certain commercial prompted that craving of yours.

Word Up – Wisława Szymborska

Wisława Szymborska

Image from

Wisława Szymborska is a Polish poet whose won the Noble Prize in Literature in 1996. “Love at First Sight” is one of her more well known works. It’s such a lovely art piece, and it really makes you rethink the concept of love at first sight.

The poem inspired the Hong Kong-Singaporean Film “Turn Left, Turn Right”.

Turn Left, Turn Right

Watch it. It’s absolutely beautiful.

Artist In Action – Manuel Rebollo

Manuel Rebollo is a graphic artist from Spain.  He sometimes goes by the pen name El Gato Azul (The Blue Cat).

His artwork focuses on clean lines, pretty women and smart injections of color (usually through the inclusion of word art) -making him a great fashion illustrator.  You can buy his artwork here or simply admire it here.

Sed De Ti

Rebollo’s imagining of Pablo Neruda’s poem “Sed De Ti” -which is roughly translated as “Thirst For You”.

We All Can Fly

Take Your Clothes Off

Everybody’s Free (To Wear Sunscreen)

In 1997, Mary Schmich wrote an essay called “Advice, like youth, probably just wasted on the young” which was popularized by Baz Luhrmann when he turned the essay into a song.

This is Mary Schmich.  She writes for the Chicago Tribune and the Brenda Starr comic.


This is Baz Luhrmann. He’s an Australian film director, who’s known for the films Romeo+Juliet, Moulin Rouge! and, most recently, The Great Gatsby.


Artist In Action – Matt Groening

Matt Groening with gloves on looking bored.
(For some reason, the gloves -coupled with his blank expression- make him look more legit as an artist)

Matt Groening (casual)

He’s best known for his work in animation -particularly The Simpsons and Futurama.  Both of which are award winning cartoon series.  The Simpsons has won several Emmys, Annies* and People’s Choice Awards.  It even has its own star in the Hollywood Walk of Fame.  Futurama has also been well received by fans and critics, amassing its own collection of notable awards.

Homer and Bender

Groening makes cameos in both cartoons every so often.  Sometimes the cameos are subtle.  Other times, they’re in your face.



According to, Groening is worth half a billion dollars!  $500 million is a ridiculous amount of money.  The thought of which is made even more ridiculous by the knowledge that Groening was once a struggling artist (which he relays in his comic “Life In Hell”).

But making it as an artist is crazy difficult!  Sadly, most people don’t ever even come close to becoming as successful as Groening.  But it doesn’t hurt to try!  Forbes gives an outline of 3 Keys To Making It As An Artist (Without Starving) in their website.

Happy doodling!

Life In Hell

Life In Hell is a comic series created by Matt Groening. The reason his name sounds so familiar is because he’s the mad man creative genius behind The Simpsons and Futurama.  But Life In Hell has been around for much longer, beginning in the late 1970’s.  It ended on June 16, 2012 because Groening became too busy with his cartoon series.

The comic series offers a satirical commentary on life.  A lot of it is based on Matt Groening’s personal observations and experiences as a cartoonist living in Los Angeles, California.


For Beginners

The Modern Creative

Life In Hell

8 Hours To Kill

Word Up – Jeffrey McDaniel

We need more poetry in our lives.
…And more kisses.

Archipelago of Kisses
Jeffrey McDaniel

We live in a modern society. Husbands and wives don’t
grow on trees, like in the old days. So where
does one find love? When you’re sixteen it’s easy,
like being unleashed with a credit card
in a department store of kisses. There’s the first kiss.
The sloppy kiss. The peck.
The sympathy kiss. The backseat smooch. The we
shouldn’t be doing this kiss. The but your lips
taste so good kiss. The bury me in an avalanche of tingles kiss.
The I wish you’d quit smoking kiss.
The I accept your apology, but you make me really mad
sometimes kiss. The I know
your tongue like the back of my hand kiss. As you get
older, kisses become scarce. You’ll be driving
home and see a damaged kiss on the side of the road,
with its purple thumb out. If you
were younger, you’d pull over, slide open the mouth’s
red door just to see how it fits. Oh where
does one find love? If you rub two glances, you get a smile.
Rub two smiles, you get a warm feeling.
Rub two warm feelings and presto-you have a kiss.
Now what? Don’t invite the kiss over
and answer the door in your underwear. It’ll get suspicious
and stare at your toes. Don’t water the kiss with whiskey.
It’ll turn bright pink and explode into a thousand luscious splinters,
but in the morning it’ll be ashamed and sneak out of
your body without saying good-bye,
and you’ll remember that kiss forever by all the little cuts it left
on the inside of your mouth. You must
nurture the kiss. Turn out the lights. Notice how it
illuminates the room. Hold it to your chest
and wonder if the sand inside hourglasses comes from a
special beach. Place it on the tongue’s pillow,
then look up the first recorded kiss in an encyclopedia: beneath
a Babylonian olive tree in 1200 B.C.
But one kiss levitates above all the others. The
intersection of function and desire. The I do kiss.
The I’ll love you through a brick wall kiss.
Even when I’m dead, I’ll swim through the Earth,
like a mermaid of the soil, just to be next to your bones.

Artist In Action – Alex Noriega

Alex Noriega’s blog (Stuff No One Told Me) offers a series of comics depicting…well…stuff no one told him about life.  The wisdom he shares is a little unconventional, as is his delivery, but that’s what makes him so awesome!

Alex Noriega (44)

Alex Noriega (38)

Alex Noriega (58)

Alex Noriega (33)

Alex Noriega (08)

Alex Noriega (09)

Alex Noriega (48)

Climbing Your Mountain (An Artist’s Journey)

Alex Noriega is an artist from Barcelona. He likes making cute comics about the life lessons he’s learned. We’ll be posting more of his stuff tomorrow, but today we’ll be featuring one of his longer comics. It ties in with yesterday’s video post about the journeys in life we all embark on.

Noriega depicts his personal struggle to become an artist.  Although he illustrates his own struggles, the insights he gives are easy to relate to.

Let us know in the comment section if you can identify with what Noriega is saying.

Climbing Your Mountain - An Artist's Journey