Debbie Melgarejo · Creative director · Brand, agency + nonprofit · Manila / remote
debbie-ing.
Creative direction for brands that need less “what now?” and more “watch this.”
How the work connects
Find the idea.Build the system.Make it felt.
I turn messy ambition into story, structure, and creative direction people can actually use.
The work, practically
01
Brand strategy
Positioning, messaging, and the core idea everything else can follow.
02
Campaign direction
Concepts, scripts, visuals, and rollout thinking with one clear point of view.
03
Content systems
Editorial plans, formats, and workflows teams can keep using.
04
Digital experience
Digital experiences shaped around how people actually move and decide.
05
Film & broadcast
Films, AVPs, and live moments with a clear story underneath.
06
AI-assisted production
Fast visual exploration, guided by taste, context, and restraint.
Origin story
Creative direction for the messy middle.
I'm a creative director working primarily on the brand side, with agency and nonprofit work in the mix. Past work includes campaigns, content systems, and digital experiences for Boehringer Ingelheim, Jollibee Foods Corporation, San Miguel Corporation, GIZ, and DOST.
My job is to find the throughline. Between the messy brief and the clear idea. Between a strategy and something that actually ships without losing what made it worth making. I work across strategy, content, film, and digital, which usually means I end up at the intersection of all of them.