MANILA, PHILIPPINES – Unlike Oz’s Dorothy, Rochelle Toniza-Villanueva is no new kid around the block. The co-founder and president of Yellow Brick Road Productions has been in the business for quite some time. Together with a hodge podge of people from different industries, they share their best practices with each other and come off with open communication that leads to unique projects.
“We came up with the idea of putting up a production house and try to put together all the ideas and experiences of everyone,” said JV Villanueva whose background was really process development.
YBR was born out of the need for pursuit of excellence and its projects are a living proof of that. Its roster of regional directors also helps out in producing extraordinary films. For example, the Ginebra San Miguel “Project Bagong Tapang” just won on Kantar Creative Effectiveness Award.
Its director, Nui Cortes, said, “(YBR) knew the brand, I contributed some insights and they agreed to it, and then we did that and put that into the commercial. And then it sold a lot in the middle of the pandemic, and it was recognized by an award-giving body for excellence in terms of creativity. That is an example of what makes me tick”
For someone who has been in the advertising industry as an art-based creative director, Nui does not chase metals. Instead, what validates his work is when he helps brands through his films.
“My mantra actually is shoot to sell,” he added.
Meanwhile, newly minted director Miko Livelo suggested that his strength relies on his history of making full-length films since 2012—narratives that he wrote himself. “I enjoy the process. I like the idea of making people smile, relax, whatever I’m doing… I started with that small idea of doing small dumb good films when I was in college, and I didn’t know that it could be a career for me down the line.”
For Peter Manus, it is his adherence to his craft that makes him passionate about his work. “What I do is I really zoom in on the core idea, and I try to tease that out… I stay single-mindedly focused, all the visuals and all the sound and all the copy is in service of that one particular idea. So I try to be a purist in that sense.”
When asked what makes him tick, Peter said, “What makes me passionate is that desire to make a mark, to establish myself.”
Likening each project to the bricks that pave the road to Emerald City, the Villanuevas let the work stand for itself and do not have to make unnecessary noise in the industry.
Because each director comes off strong, it comes as no surprise that their works have been turning heads recently.
Their portfolio is nothing short of big clients such as Coca Cola “ASEAN” which aired in four ASEAN countries; Globe “Project Share;” and MET Tathione “Project People” which won an award and was shot in Japan.
But following the Yellow Brick Road is not as smooth as one would expect. They shared that there were many times that their cultures would clash in the beginning and it took time before they appreciated the skills that everyone brings to the table.
“We try to figure out the strengths and weaknesses of our partners or everyone else. And we try to respect that,” shared Villanueva. Yet, this company knows that the competition is not with other production houses but with itself. For its directors and executive producers, they offer career growth and a future with the company, by letting them grow with YBR.
Although its directors are the most notable assets of YBR, it is their collaboration with EPs that makes each project manageable and remarkable. Among them are Ingrid Bonnevie, director for sales and marketing/ executive producer; Wimby Jao, president of Emerald Studios/executive producer; Christa Toniza, executive producer, and Kayzzle Del Rosario, executive producer.
Imparting their culture to others is what holds the production house together. Humility, for one, is big at YBR. By valuing their relationships in and out of the company, they are able to progress while keeping it on the down low.
“By making mistakes we like to learn and grow from whenever they say it’s a journey. We never, never stop improving ourselves,” quipped Villanueva.
What lies ahead for Yellow Brick Road? As of current, it is growing to include its very own in-house post production: Emerald Studios. Very much like the beloved characters of Oz, its essence is filling the gaps of each one and walking together hand-in-hand. Albeit small and run like a tight-knit family, No 12 Yellow Brick Road is here to stay.
