Creative Minds: RJ Espartinez wore a wire in a stolen phone market—and lived to write about it

Name: Ronald John 'RJ' Espartinez
Origin: Manila, Philippines
Places lived/worked: Manila, Philippines
Pronouns: He/him

CV:

• Creative Director, Jayme Headquarters, Makati City, 2025–present
• Associate Creative Director, Redbin Philippines, Makati City, 2023–2025
• Senior Copywriter, DDB MNL, Taguig City, 2021–2023
• Copywriter, Wunderman Thompson Manila, 2021
• Copywriter, VMLY&R Philippines, Taguig City, 2018–2021
• Junior Copywriter, Catalytx Advertising, Pasig City, 2017–2018
• Marketing and Production, Soundesign Manila, 2015–2017

1. How did you end up being a creative?

Originally, my dream was to become a TV reporter or an executive producer of a morning show—blame Rachel McAdams’ Morning Glory for that inspiration. Drunk on my youth and overflowing with energy, I thought it was cool to work nights, feeling the pressure and stress of the job while everyone else was asleep. Weird, right?

But life had other plans. Months of applying to TV and radio stations went unanswered. I still had to work to support my siblings’ education, so I started walking into media and communications companies, handing my résumé to receptionists and even security guards. I didn’t know advertising back then; my background was broadcasting. Then Soundesign gave me a chance. While producing audio for scripts written by agency creatives, I realised I wanted to be like them. I applied again, and eventually a local agency accepted me. From then until now, I’ve been living—and loving—the life of a creative.

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

There are so many, but if I had to choose, it would be our entry for the Ad Stars Young Creatives Competition, which won the Crystal award when I was still at VMLY&R. It’s a core memory for me—who would have thought a TV-reporter-wannabe could win a global competition?

But if you want a piece of work truly close to my heart, it’s this one (see above) because I helped a local agency win its first global award.

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

I love campaigns that make me feel something like this one by Dentsu Jayme Syf which earned a Gold Spike in Media.

4. What/who are your key creative influences?

Funny enough, while answering this, I came across an old Facebook post from over a decade ago. It was about Merlee Jayme, and my caption simply said, “my idol!” Even my former boss at Soundesign gave me Merlee’s book as a gift. And tu-dum—I work with her now. Destiny is truly unpredictable.

Some of my very first mentors and creative heads—Meong Lacao, Nonie Tobias-Azores, Rey Tiempo, Tin Sanchez, Shackie Caccam, and too many more to mention (please don’t hate me!)—have all shaped who I am today as a creative.

5. What's the craziest thing you've ever done?

I think it would be during my college years, many moons ago. We had an investigative documentary assignment where we had to film stolen mobile phones being sold in Manila, all laid out on a table while people casually checked prices. I acted as a customer with a lapel mic hidden under my shirt, while my classmates were filming just one street away.

I had to look genuinely interested in buying a phone, while my real mission was to prove it was stolen. Then one of the sellers spotted the camera from afar and started chasing my classmates. It was so scary. I bolted immediately, and when the seller started eyeing me suspiciously… I ran too.

6. What's on your bucket list?

Travel the Silk Road—thanks, Joanna Lumley, for the inspo.

Visit Verona, Italy—yes, another film reference; blame Amanda Seyfried’s Letters to Juliet.

And sing in front of a huge crowd. With 99.9% of Filipinos being singers, I’m proudly part of the 0.1%… and confidence is my superpower.

7. Who is/was the most important person in your life?

Do my Oscar fish named Jennie (of Blackpink), Severum named Lia (of Itzy), Chocolate Cichlid named Sandara Park, and Parrot Fish named Yeji (of Itzy) count? It’s no joke keeping these tank swimmers with attitude alive.

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

I feel more pressured when things are calm because I was never a calm person. So yes, pressure is my food.

9. What’s the worst job you’ve ever had?

I was a production assistant at an events company for five months. The company culture was… hmmm… not great—so challenging that most of us junior employees didn’t last. But the silver lining? I got to travel around the country, activate events for clients, and even visit local beaches after work.

10. What advice would you give to 10-year-old you, if you could?

Other than reminding myself that life was happier back then when things were simple? Love life. Live life. Everything happens for a reason, so live with intention. And always be grateful for everything.

11. Tell us about a charity or cause you think needs more attention.

Through my work with Jayme Headquarters, I’ve seen firsthand how much neurodiverse Filipinos can contribute when given the right support. Awareness is still low, and that’s why this cause matters so much to me. Everyone deserves the chance to live fully, chase their dreams, and be loved—and I want to help make that possible.

Source: Campaign Asia-Pacific