MANILA, PHILIPPINES — Last October 14, The One Club for Creativity and adobo Magazine launched the first ONE Asia Masterclass in the Philippines, bringing together top advertising industry leaders to empower and inspire the next generation of creatives.
In a rapidly evolving digital landscape, Issang Ceballos, Client Solutions & Video Lead at Meta Philippines, imparted insights to a full house of creatives on the redefined art of storytelling for the mobile generation.
“We are no longer capturing attention, but we are earning attention,” Issang stressed. The traditional long-form storytelling approach had been upended by the immediacy and intimacy brought about by the skyrocketed use of mobile devices, which served as personal portals to content that could not be replicated through billboards or TV ads. In this new environment, Issang emphasized that brands needed to earn attention rather than demand it, especially in spaces where users willingly engaged, such as Facebook and Instagram Reels, TikTok, and YouTube.
Issang then dove deeper into what made creative content effective in this intimate space. She reinforced the value of a consumer-first mindset, where brands needed to meet audiences where they were — whether scrolling through feeds or even sharing memes.
According to her insights, creative effectiveness hinged on four key levers:
- The timeless power of human connection;
- A seamless integration of brand and product into entertaining narratives;
- Employing visual dynamism, and;
- Crafting distinctive atmospheres in your short-form content.
Looking ahead, Issang challenged creatives to embrace the evolving landscape of advertising by leveraging data-driven insights and understanding audience behavior online.
“Do not work in silos. Whenever you’re working on a campaign, it doesn’t end with you launching your ads,” Issang argued. “You have to understand the value of the content you created by working closely with your media and data teams.”
“Here in Meta, we would always love to work with partners and be able to generate or change the future of advertising now that it’s more fun to do it in a short-form way,” Issang concluded.
As she aptly put it, the future of advertising was not just about selling; it was about making the process fun and engaging through short-form storytelling that resonated with today’s audience. By embracing this shift, brands could create compelling narratives that not only capture attention, but also foster genuine connections in an increasingly crowded digital space.
adobo Magazine is an official media partner of ONE Asia and The One Club for Creativity.
The ONE Asia x adobo magazine Masterclass was made possible by the generous support of sponsors Yellow Brick Road Productions, Soundesign Manila – Audio Production House, and Meta.
Special thanks to our organization partner, Ayala Foundation, Inc., for providing the venue for this event.The One Club for Creativity – home of The One Show, ADC Annual Awards, Art Directors Club of Europe (ADCE) awards, ONE Asia Awards, Type Directors Club and competition, TDC Ascenders, Young Guns, Young Ones Student Awards, Next Creative Leaders, ONE Screen Short Film Festival, and more – is the world’s foremost non-profit organization whose mission is to support and celebrate the global creative community. Revenue generated from entries to its global awards shows goes back into the industry to fund programming under the organization’s four pillars: Education, Inclusion & Diversity, Gender Equality, and Creative Development.
