Creative Minds: Roberto Buhain, unscripted

Name: Roberto Miguel III, Buhain

Origin: Manila, Philippines

Places lived or worked: Manila, Philippines; Seoul, South Korea

Pronouns: He/him

CV:

• English copywriter, Cylndr Seoul, Seoul, 2024
• Creative lead, Tridge, Seoul, 2022-2024
• Creative copywriter, Grab, Manila, 2022
• Associate creative Director, DDB, Manila, 2018-2022
• Senior copywriter, DDB, Manila, 2017-2018
• Copywriter, DDB, Manila, 2015-2017
• Creative writer, Stratworks, Manila, 2015

1. How did you end up being a creative?

I was a freelance theatre actor, playwright, stage manager, host, and my parents' driver-for-hire— you get the picture. I loved the arts, but at a certain point, I needed stability. Advertising allowed me to keep channelling my creativity while providing better financial security.

2. What’s your favourite piece of work in your portfolio?

Though this Traveloka campaign didn't win any awards, it holds a special place in my heart because not everyone can say they've worked with dogs, cats, and birds as talent (it was a nightmare to shoot though!).

3. What’s your favourite piece of work created by someone else?

I love the Artois Probability for Stella Artois. In my opinion, it’s such a clever and subversive way to establish brand superiority while using data in unique and playful ways. Plus, I’m always on the lookout for work like this because 10 years ago, stuff like this wouldn’t have been possible! 

4. What’s on your bucket list?

To get really, really, really rich so I can forget about money and just focus on the meaningful things in life—like ticking things off my bucket list.

5. Do you work best under pressure or when things are calm?

Like many creatives, I’m a horrible procrastinator. Pressure is a great way to shock my lazy side into action, but I’m going to go out on a limb and exclude time pressure. If there’s not enough time, work always feels haphazard and prone to mistakes.

6. Tell us about an artist (any medium) that we’ve probably never heard of.

Ryan Camus, a Berklee music graduate. Super talented. Full disclosure: He’s one of my best friends, but trust me. His music’s like the sonic form of anti-anxiety pills—great for chilling, brainstorming, or just vibing out and pretending you’re the star in your own Hayao Miyazaki anime.

7. Tell us about your guilty pleasure.

I’m a hobby enthusiast. I’ve dabbled in basic music production, data science, coding, photography, graphic design, video editing, skateboarding, biking, playing the piano, ukulele, guitar, hypnosis, meditation, yoga, board games, D&D, etc. But note, I’m not great at any of these! I just enjoy learning new things when I can.

8. Do you have a nickname? How did you get it?

My parents gave it to me: Bym. It’s a Spanish acronym of my full name (Bobby y Miguel/Roberto Miguel). It caused issues when I was younger because of a local toothpaste brand called Beam, but as I got older, I grew to love it because it’s pretty unique.

9. Tell us about your tattoo(s).

I got my tattoo when I was much younger; the design is just okay, but the story behind it became a reminder to trust my gut. It was my first tattoo, and the artist was oddly excited about how complicated it was. Turns out, he was high on something and crashed halfway through the session. I went home with half a tattoo. When I tried to come back another day, I found out he’d got into a fight with the police! Long story short, he eventually finished it, but it didn’t look anything like it was supposed to. So, when the alarm bells go off in your head, trust them!

10. What career did you think you'd have when you were a kid?

Doctor. Scientist. Astronaut. Fiction Writer. Jedi.

11. Do you have a catchphrase?

Learn, live, laugh, and love. Full disclosure: I just made that up now. I’m sure it’s on a motivational poster somewhere, but it still sums up my personal beliefs about life in general.