MANILA, PHILIPPINES — Creative agency GIGIL has once again exhibited its creativity, this time manifesting it in a physical place. The team behind the famous advertisements of RC Cola and Grab Philippines among others teamed up with muralists to transform its temporary office from a blank canvas into a vibrant work of art.
The collaborative effort brought together the dynamic world of advertising and the realm of street art, resulting in a masterpiece that not only appeals to the visual senses but also tells a compelling story. GIGIL’s transformed office stands as a celebration of the agency’s dedication to both its service and craft. GIGIL also announced plans to extend its artistic creations beyond the office walls. The agency is gearing up to release a line of merchandise featuring the infamous characters from the hilarious advertisement campaigns that the nation has known and loved.
With its streak of award-winning campaigns, many can’t help but wonder what working with GIGIL looks like. Whether as a potential client, employee, or a collaborative partner, this curiosity inspired its question to the Dokquang Trio on its recent project.
The Dokquang Trio including artists Tyang Karyel, Doktor Karayom, and Quatro Los Banos, expressed that their collaboration for the multi-layered mural for GIGIL’s new office at KMC, SM Aura Premiere Business Tower Co-working Space, BGC, 11th Floor, SM Aura Business Tower 26th St, McKinley Pkwy, Taguig empowered them to communicate their artistic agency.
Seeing each other eye-to-eye as creatives, Tiyang Karyel knew from the beginning that the agency’s name “GIGIL” resonated with their approach towards their crafts. “Na-gets namin yung pangalan talaga, may gigil kami, may gutom kami, mayroon kaming fight — fight to live,” she expressed. This brought her joy despite the inevitable breakdowns that appear to be a part of their artistic process when venturing into creative projects as such.
This ultimately was translated even with the initial part of the process where GIGIL was still choosing its artists for the said mural. “Alam na namin yung background ng mga pinag-gagawa nila (referring to GIGIL), (kaya) gumawa agad kami,” shared Doktor Karayom, who also expressed that creating art was the Dokquang Trio’s bonding time since they were children. This opportunity allowed them to revisit their dynamics of working together again as now more experienced artists.
“Same kasi kami (ng GIGIL) ng humor eh, kung ano nakikita mong ginagawa nila halos gano’n rin kami mag-joke,” Doktor Karayum shared apart from the passionate characteristic of the agency and the artists’ trio, they were also able to easily relate to GIGIL’s humor.
“Nung sinabi ni Sir Bert (Hernandez) na ‘Gusto namin masaya kayo,’ mayroon rin na pumitik samin na gets nila kung ano tayo (pointing to fellow artists Doktor Karayom and Tiyang Karyel),” Quatro Los Banos said noting that this collaboration saw each of the stakeholders eye-to-eye as creatives.
Doktor Karayom also noted that the said collaboration was a first for the Dokquang Trio in terms of creating for a more corporate setting: “Hindi kami gano’n ka-ano sa corporate na makipag-usap or ano, pero itong experience na’to. ‘Ah ganon pala, ganito pala makipag-usap ng deal, magpresent ng mga ginagawa,’” he said. “So learning din samin. Since artist, parang karamihan diba ayaw makipag-usap sa mga tao, so eto parang natututunan namin makipagusap sa iba’t-ibang uri ng mga tao, iba’t-ibang uri ng pag-iisip” signifying that both parties will leave this project with invaluable takeaways: naked to eye and appealing to the spirit.
This celebration of a new milestone for GIGIL could not be better decorated than those who understand and have lived the narrative of the name. With this, GIGIL bid a new “Hello” and “Welcome” with its inspired office that is eager to add more iconic characters to its vibrant mural.
Spearheaded by Badong Abesamis, Herbert Hernandez, and Jake Yrastorza, GIGIL is an advertising agency based in Manila, Philippines, known for its trailblazing creativity and innovative campaigns. With a portfolio that includes partnerships with renowned brands, GIGIL continues to shape the advertising industry by challenging conventions and pushing the boundaries of imagination.
