At Passionade Creative, I shape creative strategy and big thematic ideas for Filipino brands. I own brand voice and copy, present concepts to clients, and work with production partners to bring approved work to life.
I also craft the agency’s social media voice and content. I helped win the SM Cinema account—a landmark for me as a film buff.
At VML Manila, I wrote always-on digital copy for the McDonald’s App and developed campaigns across digital activations, influencer marketing, and online video. I was part of the team behind “McDo Math,” which drove a 96% increase in app registrations and a 31% boost in redemptions.
For GCash, I helped make a funny campaign that taught users not to click scam links; SMS phishing reports on the app ultimately dropped to 80%. I also contributed to KitKat moment marketing plays, represented the Philippines in the Cannes Young Lions Competition, and helped launch Kojie.san’s twin-pack soap product as a Copywriter Intern at GIGIL Manila.
