| In Creative Minds, we ask APAC creatives a long list of questions, from serious to silly, and ask them to pick 11 to answer. (Why 11? Just because.) Want to be featured? |
Name: Jonel Revistual
Origin: Manila, Philippines
Places lived: Manila, Philippines
Pronouns: He/him
CV:
- Associate Creative Director, Dentsu Creative Philippines, Makati City, 2023–present
- Copywriter, VML Manila (formerly Wunderman Thompson PH), Makati, 2020–2023
- Junior Copywriter, IdeasXMachina, Pasig City, 2019–2020
1. How did you end up being a creative?
After graduating with a degree in broadcast communication, I wasn't sure where to go next. I interned at a TV station, which taught me a lot, but it didn't feel like the right fit. I explored theatre and found a solid group of friends, even if the work itself didn't quite click. I tried radio and appreciated the experience, but it didn't spark anything long-term. I worked as a communications officer at the Senate, yet found myself missing the creative side of things.
Through all of it, one thing stayed constant: writing and performing as a spoken word artist with Words Anonymous in Manila. A friend I met in theatre had become a copywriter and told me it was a mix of different writing styles. I didn't realise it then, but all those detours were actually leading me to copywriting—and giving me the tools I'd need for it.
2. What's your favourite piece of work in your portfolio?
My favourite piece is a film I directed that won at the Cinemalaya Vertical Short Film Competition (Philippine Independent Film Festival). It was my first time diving into experimental film and really playing with the language of cinema itself. I couldn't have done it without friends from different creative fields—we built the whole thing independently, and even the actress was a friend. Everything was done guerrilla-style. It's an experience I'll never forget.
3. What's your favourite piece of work created by someone else?
One of my favourites is Greenpeace Philippines' Dead Whale campaign, led by Biboy Royong. I came across it even before I fully understood what advertising could be. The fact that its message is still relevant today is striking—it shows how creativity can not only shift behaviour but spark real movements.
4. What/who are your key creative influences?
Filipino culture. Most of my ideas come from the little things in everyday life—whether it's a karaoke night with friends or a quick chat with a supermarket staff member, I'm always on the lookout for those small, mundane moments that could turn into a big idea later on.
5. What kind of student were you?
Let’s just say I was a bit of a rebel. I was class president and studied at a university in Manila known for its long history of activism, so I naturally found myself pushing for students' rights whenever I could.
6. What career did you think you'd have when you were a kid?
I remember just wanting to be a driver of what we call an owner-type jeep hahaha. As a kid, I just thought it looked really cool and breezy!
7. What really motivates you?
Being around people who are doing great work while being unapologetically themselves. It inspires me to bring my own creative point of view to the table, something that’s honest and uniquely mine.
8. What would you do on your perfect day?
Wake up early to cook a big Filipino breakfast, hit the gym after, take my time picking out groceries, then end the day by walking my dog, Ola. 🐶
9. What’s your favorite music / film / TV show / book / other of the past year, and why?
I really enjoyed The White Lotus series because of its writing. Everything feels so nuanced, and even though most characters are filthy rich, their actions can also be of people you might know in real life. Their imperfections make them human and relatable, which also makes you question your own moral compass.
10. What makes you really happy?
Spending time with my friends, I’m so lucky to have a great bunch. Instant dopamine boost every time.
11. Cat person or dog person?
Dog person!
Source: Campaign Asia-Pacific
