Sunday, December 02, 2007

Raymond Virata's Demo reel


This is my animation demo reel. It was last updated in 2000. I haven't animated in while. I just dug this up and had to convert it from S-VHS to DVD to quicktime. I'm also digging up my other old projects for people to watch and enjoy.

The song "Good Thing" is by Fine Young Cannibals. The animation is by Raymond Virata. This video is for demo purposes only.

More stuff on http://www.youtube.com/woodcutart

Wednesday, January 03, 2007

The Filipino Approach

Here are more quotes from the book, Advertising in the Philippines: Its Historical, Cultural and Social Dimensions by Visitacion R. de la Torre, which may apply to our exploration on Filipino Design.

“Advertising has no nationality

As a marketing discipline, advertising it should be noted, assumes no nationality, geography, race or creed. It is the product, service, person or institution being advertised that is subjected to such characterization. Thus there is no thing as American advertising, French advertising, Japanese advertising or Filipino advertising, save perhaps, on the onset, in look and language.

The Filipino Approach

A Filipino ad? Is there such a thing? Frankie Lacambra, a creative man who now heads Link Advertising, Inc. holds, “A good ad has no nationality because a good idea is universal-simple, powerful, timeless and it belongs to the world. But a Filipino look is always welcome… Employing a Filipino approach means using a concept and theme that is Filipino and articulated the way a Filipino would… A Filipino concept or theme revolves on core or basic Filipino values, ideals, customs, traditions, even idiosyncracies and set in a Filipino environment.”

The Book


Advertising in the Philippines: Its Historical, Cultural and Social Dimensions by Visitacion R. de la Torre is a comprehensive volume on the Advertising Industry in the Philippines. It examines in detail the industry’s birth during the Spanish era (turn of the 20th century) and how it acts as a barometer and instrument of change in Philippine society.

Interesting notes from the book:

Just like today, the ad biz is just as competitive as industry practitioners “heckled and harassed each other in an attempt to outdo each other.”

Towards the later half of the 20th century, Filipino advertising took its on its own identity as it started shifting from being American clones to one reflective of the Filipino culture and times. Despite coming up with world-class campaigns, the industry still suffers from “syndicated thinking,” where creatives still “copy” American campaigns.

“Sensitivity to local market conditions stunted the growth of advertising creativity.”

In 1987, when the People Power Revolution of the previous year prompted a new constitution, a provision characterized the industry as “impressed with public interest and shall be regulated by law for the protection of consumers and general welfare.” The law recognizes advertising as a powerful medium, apart from its business of selling, must be socially responsible, “promoting common good and self-reliance.” The constitution limits the ownership of agencies to no less than 70% ownership by Filipino nationals, “to protect the public from an indiscriminate and unhampered flow of ‘colonial’ advertising since most of the country’s largest advertising agencies are multinational corporations. Management is also limited to Filipino citizens."

“Direct comparison (of brands) is not allowed.” I remember years ago with I was in Marketing research, Filipinos are not comfortable with direct comparison ads. It has something to do with the cultural trait of being non-confrontational.

“That shall be the day when more Filipino advertising men and women would overcome their ‘Puwede na yan’ (that is good enough) attitude, that temptation to be content with mediocrity… As it is, there is this lack of consistency in the quality of completed ad material; for example, some commercials and print ads are very well made but most suffer from poor art direction or bad directing and acting or unsatisfactory reproduction. With better funding also, better facilities and equipment as well as better trained staff shall not be difficult to come by”

More to follow...

When I grow up, I want to be in Advertising...



True. So true. Someone must collected responses from a team building session.

Advertising in the Philippines

Links to Advertising in the Philippines

Introduction to Advertising in the Philippines from the Philippine Information Agency

http://www.pia.gov.ph/philinfo/phadv.htm

A forum on Philippine advertising in Skyscraper City.

http://www.skyscrapercity.com/showthread.php?t=314033

Interesting question "What if your client’s product does not perform, can the ad agency be held accountable?" Though the article's author gives a textbook answer in defense of the agency, some clients I know would pull their advertising. In a results oriented business and a world of tightening budgets, the first to go is advertising.

http://money.inq7.net/features/view_features.php?yyyy=2005&mon=10&dd=07&file=1