Our Century Tuna “Metamorphosis” TVC starring James Reid won a Kidlat Award for Best in Visual Effects and Digital Imaging!
Nope, that wasn’t paint. It was actually a starch mixture, a non-chemical, natural liquid. After all, we wouldn’t want to risk the health of our star endorser.
The magic was the reverse action that gave the illusion of the white surface “unwrapping” the real body underneath. And the trick lay in the way the liquid behaved. Needless to say, we had to do it over and over again till we got it perfect.
Thanks to Director Sid Maderazo of 88 Storey Films for making our creative vision come alive. And a special shout out to our Century Tuna clients for giving us the chance to do something as challenging as this.
Check out the TVC on YouTube. https://youtu.be/aWLnzjmjc-Q
Below are the Creative and Marketing teams behind this award-winning Century Tuna ad with endorser James Reid.
After launching 5 campaigns for the first quarter of 2017, we just had to have a break. So a private screening of Disney’s latest live action masterpiece it was. But only after a yummy buffet dinner! :-D #BeautyandtheBeast #funfunfun
Once upon a time, we created a poster campaign for Bed Bar Malate, which used to be the most famous club in Manila’s gay nightlife. We created crossdressed versions of iconic characters to promote Bed’s weekend drag shows. L-R: Pretty Parodies – Queen Kendy, Queen Vada, Queen Sue, Queen Henrietta, and Queen Leona.
Glen, our young Art Director, designed these spooky loaf belts for the Halloween edition of Goldilocks Healthtinapay (healthy bread). Don’t you just love the colors? This year, Goldilocks makes trick ‘n treating fun!
It was Halloween, the night the PC&V zombies came drenched in red. After the parade of costumes, it was time for a ghastly group pic under the moonlight! Boo!
And the Best in Bloody Costume winners are….The bloody bride (Safe), bloody momma (Rod), bloody clown (Jordan), and the bloody “manananggal” (witch of Filipino folklore – Janina). Congratulations! Bwahahaha!
Bloody scary, bloody fun!!!
Check out the sketchbook of PC&V Senior Art Director Tracy Orozco. This month, she is inspiring the artists in the office to create their own gallery of ink drawings.
“I just want to practice my craft!” she exclaims.
Her collection of daily drawings portray women in all sorts of “me time” moments. Love ’em, Tracy!
A giclee print by Rob Cham stands on a ledge in the Creative Department, alongside a diecast vintage Batmobile.
Creative Mind: Rob Cham print #2
Bucks, Babes & Booze: Print on canvas by Simone Legno, Creative Head of Tokidoki
A Christian Tamondong print entitled “Box Boy” hangs in the room of one of our Creative Directors. Tamondong made actual Box Boy toys that were sold during the show at Secret Fresh.
In the Accounts Management area hang two paintings by young but prolific artist Iyan de Jesus. Dubbed as techno-fantasy, her works feature intricate compositions of industrial age symbols that intertwine with idealized human forms, mostly female.
Ronald Caringal’s beautifully art-directed portrait of a woman
Angels at Play: two mixed media works by Maxine Syjuco, daughter of artist couple Cesare and Jean Marie.
What better way to inspire creativity than by turning the workplace into art gallery?
Welcome to the PC&V Art Gallery! :-) This is the reception area of our ground floor office.
Facing the main door is a surrealistic painting by Baguio-based artist Rishab Tibon, a former Art Director at Ogilvy Cebu.
This painting by University of the Philippines graduate Alee Garibay has “habulin bago dumilim” scrawled over it. In English, it means “chase it before darkness falls.”
In the conference room on the ground floor hangs this powerful work by self-taught artist Roberto Sanchez (who also happens to be a DJ and businessman.) It was part of his I AM DON JUAN solo exhibit at Vinyl on Vinyl Gallery.
Two vinyl record paintings by Felix Rosales serve as the highlight of the ground floor conference room. Plates by Filipino potter Ugo Bigyan are lined up over the granite conference table.
We’ve got three new works by self-taught artist Anjo Bolarda, the community founder of Behance Philippines.
Advertising Creative JP Cuison created a series of paintings based on his original cartoon characters, Buzztro and Jarvis the Albino Bat. This is the centerpiece of that project, and below is the poster for the exhibition at Secret Fresh Ronac Center Greenhills.
Pat Kinsella is a Brooklyn based illustrator. He employs the use of a muted color palette with occasional -well placed- instances of vibrancy. His art style is realistic and often times alludes to pop culture subjects (like Mario, Ghostbusters and Starwars).
Companies (referred to as “clients”) hire advertising agencies to come up with marketing campaigns and strategies that are aimed at boosting sales. An advertisement is therefore carefully crafted in order to help clients meet their sales projections. With all the products out in the market, advertising is needed to show consumers what products are out there and what these products can do for the consuming public.
Some ads are larger than life. They’re loud, in your face, and proud of it!
Other ads are more subtle. They may not necessarily scream out at the audience, but that’s okay. Because sometimes a whisper can be just as effective as a scream -perhaps even more so.
The important thing is knowing your audience (a.k.a. your target market). You need that knowledge in order to
take their money influence their spending habits. More sales = happy clients. Happy clients = more money for the agency. More money for the agency = more libres from the boss! Everybody wins! Even the consumers -because, thanks to the guiding power of advertising, they become united with products they want and or need.
Rappler conducted an online survey that questioned 29,000 people from 58 different countries about their spending habits. Here are some buy-triggers that Pinoys exhibit:
4 Factors That Influence Filipino Decision To Buy
While these four aren’t the only factors that determine whether a product (and the marketing campaigns behind it) becomes successful or not, they still give insight on what the Philippine market is like. Being able to properly utilize information like this is what separates effective advertisements from the ones that do not deliver.
For the copywriters & the grammar nazis:
The Oatmeal comes up with a handy guide to help you remember when to use i.e. vs e.g. in a sentence.
In advertising, every little detail counts. Being able to differentiate between i.e. and e.g. may not seem terribly important, but -when the time comes- it could help keep you from looking like a complete idiot, e.g., an incompetent fool, a dispensable dummy, and an ignorant nincompoop. Oh wait…was it e.g. or i.e.?
See? It can all be pretty damn confusing.
Good thing there’s a guide:
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.
The crew setting up
Director Sid, Jenny the makeup artist, and Steve the producer
In the making
Robert, Anna, Kristel
Some of the equipment