Embedded Files
Brands I've Worked With...
Brands I've Worked With...
Agencies I've Worked For...
Agencies I've Worked For...
As a Content Strategist
As a Content Strategist
and Copywriter...
and Copywriter...
- Conceptual Copywriting – Developing big campaign ideas
- Taglines & Brand Voice – Finding the tone that fits
- Social Media Content – Writing snappy, scroll-stopping content
- Scriptwriting – TVCs, online ads, storyboards, branded content
- Ad Copy & Campaign Messaging – From pitch decks to roll-outs
As a Public Relations Strategist...
As a Public Relations Strategist...
- Strategic Communications Planning – Crafting message strategies that align with brand goals and audience insights
- Media and Stakeholder Relations – Building trust and lasting relationships with press, partners, and key communities
- Social Media Content – Writing snappy, scroll-stopping content
- Press Release and Media Kit Development – Writing and packaging stories that get noticed by journalists and media outlets
Netflix "Squid Game Season 2"
Netflix "Squid Game Season 2"
Netflix.mp4
Project: Netflix PH – Squid Game Season 2 Digital Activation
Role: Concept Development and Copywriting
Skills and Contributions:
Drafted the initial storyboard and script
Contributed creative ideas aligned with the theme and tone
Collaborated with a creative team to refine material
Ensured messaging consistency with Netflix PH’s branding
Applied storytelling techniques to engage digital audiences
Netflix "Squid Game Season 2" (On-Ground Activation)
Netflix "Squid Game Season 2" (On-Ground Activation)
Netflix - Younghee in Greenhills.mp4
Project: Younghee Visits Greenhills – Netflix PH, Squid Game Season 2 On-Ground Activation
Role: Concept Development, Copywriting, and Market Research
Skills and Contributions:
Contributed in the ideation and concept development process
Collaborated closely with the creative team to refine campaign materials
Ensured consistent messaging aligned with Netflix PH’s branding and tone
Grab Voice of Partners (4-wheel and 2-wheel)
Grab Voice of Partners (4-wheel and 2-wheel)
The campaign aimed to humanize the everyday efforts of riders and build emotional connection with audiences.
Grab VoP 3 (2W).mp4
Project: Grab VoP 2-wheel "May Naniniwala Pa" (Someone Believes)
Role: Creative Development and Copywriting
Skills and Contributions:
Wrote the script and developed the storyboard for the campaign film
Created copy for social media and other supporting materials
Ensured all content was emotionally resonant, practical, and aligned with Grab’s brand voice
Involved in creative ideation and campaign rollout
Present on set during production to help guide narrative execution
Grab VoP 3 (4W)
Project: Grab VoP 4-wheel "Nakakasabay Pa." (Still Keeping Up)
Role: Creative Development and Copywriting
Skills and Contributions:
(refer to tasks stated above)
Grab Voice of Partners - In-App Activation
Grab Voice of Partners - In-App Activation
Project: Grab – Voice of Partners In-App Activation
Description: I worked on an in-app activation for Grab that displayed personalized partner messages during every car ride and food delivery. I also created the copy for promotional feed cards to support and drive views to two ad films tied to the campaign.
Role: Creative Strategy and Copywriting
Skills and Contributions:
Led ideation and development of the in-app activation concept
Wrote copy for in-app messages and promotional materials
Ensured content was relatable, clear, and consistent with Grab’s brand voice
Worked closely with marketing and design teams for seamless integration of copy and visuals
GrabCar Saver
GrabCar Saver
GrabCar Saver.mp4
Project: Grab – GrabCar Saver
Role: Copywriting
Skills and Contributions:
Developed copy for material and social post
Crafted content that balanced practicality with brand voice and relatability
Collaborated with marketing and design teams to ensure cohesive visual and verbal storytelling
Contributed to ideation sessions for digital materials and campaign rollout strategies
GrabFood Saver
GrabFood Saver
GrabFood Saver.mp4
Project: Grab – GrabFood Saver
Role: Copywriting
Skills and Contributions:
Developed copy for material and social post
Crafted content that balanced practicality with brand voice and relatability
Collaborated with marketing and design teams to ensure cohesive visual and verbal storytelling
Contributed to ideation sessions for digital materials and campaign rollout strategies
GrabFood Saver Meals P99+
GrabFood Saver Meals P99+
GrabFood Saver Meals P99+.mp4
Project: Grab – GrabFood Saver Meals P99+
Role: Copywriting
Skills and Contributions:
Developed copy for material and social post
Crafted content that balanced practicality with brand voice and relatability
Collaborated with marketing and design teams to ensure cohesive visual and verbal storytelling
Contributed to ideation sessions for digital materials and campaign rollout strategies
Grab Valentines "All You Need Is Grab"
Grab Valentines "All You Need Is Grab"
All You Need is Grab.mp4
Project: Grab – Valentine’s Day Campaign
Role: Concept Development and Copywriting
Skills and Contributions:
Pitched big-picture creative ideas tailored for Grab’s Valentine’s Day campaign
Wrote compelling and brand-aligned copy for the client deck presentation
Helped shape the campaign’s narrative direction during the ideation phase
Collaborated with the strategy and accounts team to align copy with client objectives
JC Barley
JC Barley
JC Barley
Project: JC Barley "Dingdong Dantes has something to say!"
Role: Creative Strategy, Concept Development, and Copywriting
Skills and Contributions:
Conceptualized the core idea and creative angle, ensuring it aligned with Dingdong Dantes’ persona.
Wrote the full script and crafted the storyboard with a tone that felt natural and authentic to Dingdong’s voice
Developed caption copy and provided translations.
Wrote supporting materials, including teaser posts and product-centric content for social media
Produced a content calendar that mapped out teaser drops, the main film launch, and post-campaign engagement
Collaborated closely with production and teams to ensure a solid narrative across all assets.
BonChon Chicken "Craving for Korean"
BonChon Chicken "Craving for Korean"
Bonchon.mp4
Project: BonChon Chicken – “Craving for Korean”
Role: Copywriting
Skills and Contributions:
Adapted and refined campaign materials into 30-second and 15-second versions for digital rollout
Assisted in preparing and polishing the client deck for final presentation
Collaborated with creative leads to fine-tune pacing, transitions, and voice-over cues
Klook Hotels "Thesis It"
Klook Hotels "Thesis It"
Klook.mp4
Project: Klook Hotels – “Thesis It” Campaign
Role: Concept Development, Copywriting, and Market Research
Skills and Contributions:
Contributed big creative and "talkable" ideas in the ideation phase
Co-wrote the script, ensuring a balance of humor, relatability, and brand messaging
Created the Cast Brief to guide talent selection and direction in line with the campaign tone
Wrote compelling, on-brand copy for the client deck to support creative presentation
Collaborated with the creative and accounts teams to align storytelling with strategic goals
BigBrew Digital Campaign and Rebranding
BigBrew Digital Campaign and Rebranding
Project: Big Brew – Brand Development and Campaign Launch
Role: Brand Development, Social Media Strategy, and Copywriting
Skills and Contributions:
Created the digital persona named "BiBigBrew," the country's first-ever mouth-only endorser
Developed communication plans and social media playbook
Established content pillars to guide social media posting
Wrote scripts, captions, and visual copy for digital content (static and dynamic)
Participated in production shoots to help bring creative vision to life
"Matchama" #OpenMouth
"Matchama" #OpenMouth
BigBrew - OpenMouth "Matchama".mp41.8 million views, 14.4K reactions, 1.7K shares
Mama Sita's All-Purpose Marinade "Para Prito Di Ordinaryo!
Mama Sita's All-Purpose Marinade "Para Prito Di Ordinaryo!
Mama Sita's.mp4
Project: Mama Sita’s All-Purpose Marinade – “Para Prito Di Ordinaryo!”
Role: Concept Development and Copywriting
Skills and Contributions:
Contributed key ideas during the campaign’s early brainstorming and concept development phase
Co-wrote the script and helped craft taglines
Assisted in adjusting storyboards for 15-second and 30-second formats
Collaborated with the creative team to align visuals, pacing, and copy for different media placements
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