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Paul Soriano, the creative behind the BBM win

Presumptive president Ferdinand “Bongbong” Marcos Jr.’s campaign highlighted two things: unity and positivity. His message resonated well with Filipinos as evidenced by his landslide win to become the 17th President of the Republic of the Philippines.

Apart from his campaign rallies, BBM’s message was relayed through his television and online advertisements, which kindled hope and inspiration. These are the kinds of ads you would not mind watching all over again because of the positive emotions that they evoke.

The creative behind these ads is Paul Soriano, multi-awarded director who rose to fame for his films, including “Thelma,” which bagged the Best Director and Best Screenplay awards at the Film Academy of the Philippines (FAP) Awards in 2012; and “Siargao,” which won Best Director award at the Metro Manila Film Festival (MMFF) in 2017.

Direk Paul’s production company, TEN17P, has produced critically acclaimed and ground breaking films, such as “Transit,” “Hele sa Hiwagang Hapis,” “Dukot,” “Dagitab,” and “Mariquina,” among many others. He is also renowned in the concert, music videos and TV commercial scenes.

Any candidate would be fortunate to have Direk Paul in their team, and BBM is surely blessed to have him handle his campaign visuals. BBM himself refers to him as “our creative genius.” Their team-up was effective because there’s mutual trust and respect. They are, after all, family.

Paul Soriano (left) with presumptive president Ferdinand 'Bongbong' Marcos, Jr.

Direk Paul’s father is a first cousin of BBM’s wife, Atty. Liza Araneta-Marcos. BBM and Atty. Liza also stood as principal sponsors during Direk Paul and Toni Gonzaga’s wedding.

But while there’s personal bond between the director and the candidate, it takes more than that to be able to produce advertisements that are believable and motivating, especially for a political campaign.

Direk Paul and his creative team’s passion is evident in their work. They were able to highlight the beauty of our country, while seamlessly relaying the message of their candidate. Watching BBM’s campaign ads, one can only feel love and pride for our country and an eagerness to elect this leader so that we can already start working together towards a more progressive nation. With the overwhelming vote that BBM received, there’s no doubt that the ads were effective.

When asked where he got the drive and passion to be able to produce such beautiful videos, Direk Paul says it emanates from the candidate himself. BBM’s positivity—being able to see the good in everything, his belief in the beauty and potential of our country, his pride in the genius and industry of the Filipino people — is contagious that it easily infects the people around him, including Direk Paul.

Doing work that you love is energizing, increases your productivity, and creates a positive environment. Watch any BBM ad and you’ll feel not only how much Direk Paul loves his work, but also how much he believes in our next president.

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