This concept work is a self-directed video I created for an academic coursework. It’s not an official advertisement, but rather a creative exercise in branded storytelling—focusing on how to communicate a brand’s values in a meaningful, emotionally-driven way without relying on direct product promotion.

I chose Jollibee, a beloved Filipino fast food chain, because of its strong brand identity and emotional resonance with many Filipinos, including myself. Drawing inspiration from their vision—Joy is best when shared—and their core values like customer focus, family and fun, humility, and integrity, I developed a story that reflects the warmth and connection the brand stands for.

I wrote the script and directed the shoot, using a variety of camera angles and shot types to support the emotional beats of the narrative. The dialogue is in Filipino (Tagalog), and I provided English subtitles for accessibility. I edited the video in Adobe Premiere Pro, incorporating background music to help reinforce the tone and pacing. The piece ends with a voiceover I recorded myself, delivering the brand’s tagline to wrap the story with a clear message.

This project was a way for me to explore how storytelling can be used as a tool to connect audiences to a brand’s deeper purpose.