Creative Minds: Gian Nealega is a believer in the greatness of grit

Name: Gian Nealega

Place of origin: Manila, the Philippines

Places lived and worked: The Philippines

Pronouns: He/him

CV:

• Creative director Dentsu Creative, Philippines Makati 2022 - Present
• Creative director Seven AD, Taguig 2021 - 2022
• Creative director / content strategy lead, Globe Telecom, Taguig 2021
• Creative director, Dentsu Jayme Syfu Philippines Makati 2018 – 2021
• Head of communications | Creative director Cathedral of Praise Philippines Manila 2017 – 2018
• Copywriter / Associate creative director Dentsu JaymeSyfu (formerly DDB DM9 JaymeSyfu) Makati 2013 – 2017
• Copywriter. Leo Burnett Manila Makati 2012 – 2013
• Copywriter DENTSU ONE MANILA (Formerly ASPAC Dentsu Aegis Network ) Makati 2011 – 2012
• Copywriter / producer solar entertainment network (now CNN Philippines) Makati 2009 – 2011

1. How did you end up being a creative?

A few years before entering college, I saw myself becoming a journalist. However, fate decided otherwise! I ended up taking Nursing because the course promised the most opportunities locally and abroad. I excelled as a Nursing student and did that for a year until I realised, the only time I was enjoying myself was while writing papers for the philosophy class and drawing/colouring parts for biology. (Or was it anatomy? I can’t recall anymore!) At this point, my creative side was already trying to break loose. The biggest dealbreaker was when I heard my seniors talking about examining a corpse. Nope, I was  not doing that! Nursing is a noble profession, but it was not for me.

Since I had decent grades, I could reroute and apply for another course. However, the college that offered journalism didn’t accept transfers. The only choices that suited my skillset were Architecture and…Bachelor of Fine Arts in Advertising Arts.

It was a no-brainer since I hated (and still hate) math. I wasn’t the best visual artist but took a risk and passed the academic and talent exam. That started my journey. I knew I couldn’t go toe-to-toe with my classmates who were insanely gifted artists, so I had to outwork them. In the process, I found my niche—graphic design using Adobe Photoshop.

With a lot of faith and grit, I graduated with a Best Thesis citation for a topic my jury was still sceptical about at the time: sustainable offices vis-à-vis global warming. (I think I just carbon-dated myself again, here!)

After graduating, I took a year off to work full-time at my local church as a music student and volunteer worship team member. We went on outreach missions in the poorest areas of the Philippines, to juvenile prisons, homes for the elderly, and orphanages to share the hope we found in Jesus through music. People questioned the decision to take a year off, considering I already had an offer to work in a “dream ad agency” even before graduating. But I have no regrets. It was life-changing and something I’d do all over again if I had the opportunity.

A year later, I finally decided to pursue my dream of working as an advertising creative. I wanted to give the writer in me another shot, so I applied to be a copywriter. That was in 2009, during one of the worst economic recessions. Ad agencies weren’t hiring at all! I snuck into the offices of Leo Burnett, DM9, BBDO, JWT, and other agencies but got no callback. It was frustrating, disheartening, and expensive since I had to print my portfolio and “burn” (IYKYK) the files on a CD.

I settled for what was available: a producer/copywriter spot in a broadcast company, Solar Entertainment (which later became CNN Philippines). A year and a half into my employment, I still really wanted to work in an ad agency despite the scarce opportunities. I had to fight my way into one. This urged me and one of my college classmates and best friends, Kelvin Co, who had the same aspirations, to partner up and enrol in the Creative Guild of the Philippines’ Raw School (a school for young creatives) using our meagre salary.

Thankfully, we went all the way to the final competition that pitted us against fellow young creatives and some of the hottest ECDs. While we lost, the portfolio we created for the program finally opened doors. Kelvin started in DDB Philippines (where he is now ECD), and I was hired by my first ECD, Kat Limchoc, for her then team at ASPAC Advertising (which later became Dentsu One Philippines).

2. What’s your favourite piece of work in your portfolio?

Creating campaigns that help clients sell is one thing, but the privilege of using our creativity to do good for society is different. Despite our ridiculous working hours and daily demands, the latter gets me going and perpetually excited. My favourite campaign is Bantayog ng Mga Bayani (Monument of Heroes) ‘Street Memorials’. 

Bantayog is a foundation that aims to inspire through the stories of real life courage and bravery during the 20-year martial law dictatorship in the Philippines. Unfortunately, online disinformation and false narratives are erasing the memory, stories, and lessons of the thousands killed, tortured, and who went missing.

Bantayog is no match for the well-funded and highly organised disinformation machine. We had to bring the conversation away from the noise online, but still be accessible to reach Filipinos, especially the youth. So, through extensive background checks and coordination with victims’ families to ensure historical accuracy, we identified locations where martial law martyrs were either killed, abducted, or tortured. These areas were strategically used to jumpstart a campaign that would commemorate the unsung heroes of this time like never before—exactly where they were slain, abducted, or last seen alive. Each intricate wooden sculpture was intentionally painted all-black to achieve a stealthy look. What seemed like the usual candle-light commemorations revealed eye-grabbing portraits of the featured martial law heroes with every patch of melted wax. The QR-powered sculpture led to a website where realistic, 3D, and spatial audio dramatisations brought untold, heart-wrenching stories of bravery and heroism to life.

For me, the most significant achievement of this campaign was the urgency and inspiration it gave leading educational institutions like De La Salle University to finally institutionalise martial law education—ensuring that the generations to come will always know the truth. The metals it won in local and international award shows are a plus and extra avenues to fight for the cause.

3. What’s your favourite piece of work created by someone else?

The epitome of Filipino creative excellence in advertising is still Smart Communications’ ‘Txtbks’ campaign, the country’s first (and hopefully not last) Cannes Grand Prix winner. This ingenious idea turned outdated but still widely used feature phones into e-readers that could store books—something like an iPad. It was aimed at public school kids who couldn’t afford gadgets [like iPads], and so had to carry extra heavy bags to and from school, which could result in spine deformities. When the advertising world was going crazy with the latest technology, this idea went low-tech to solve a real-world problem that puzzled even our government. I work with the brilliant mind behind this campaign—one of our ECDs at Dentsu Creative Philippines, Biboy Royong.

4. What kind of student were you?

Very competitive but highly self-aware. It made me mindful of what I was good at and what I had to work on. I never wanted to get the highest grades; I just wanted to do my best and make my parents proud.

5. What's the craziest thing you've ever done?

Starting and pursuing a master’s degree in communication after almost 15 years in the industry, at the height of the pandemic!

My schedule and responsibilities at work, church, and family are already crazy enough. It’s a different world from advertising, but something I must endure, so that I can jumpstart my retirement plan—teaching full-time. People often ask me how I manage to be a CD, husband, and father of two while still finding time to do all my assignments and mentally draining research papers. I don’t know either! Maybe I just treat each assignment as another challenging job order at work. It also helps that my CCO, Jerry Hizon, is very supportive. Dentsu Creative Philippines encourages us to live life and find inspiration outside work, which helps a lot, too.

6. What's on your bucket list?

1. Learn the art of glassblowing!

2. Guest star in Phil Rosenthal’s show Somebody Feed Phil.

3. Inherit that show from him!

7. Who do you most admire?

My dad. We were one of the families who were severely hit during the first wave of the pandemic. My dad, mom, and I were hospitalised, and unfortunately, he didn’t make it. I miss him so much, and hope he got to see his new grandchildren and how his family is now thriving with the grace of God. There’s a song called ‘Dance with my Father’, but in my case, I wish I could watch collegiate basketball games with him again and then have dinner!

8. What really motivates you?

My bills; my daughter’s tuition fee; my tuition fee, and my desire to give my family the best life possible.

9. What food can you not live without? And what food would you be happy to never taste again?

I need salmon sashimi and hamachi in my life. They are my celebratory and stress-relieving foods. However, I'm not a big fan of fish and chips. The one I ate in London was fried using peanut oil, and I wasn’t pleased at all. Sorry, Brits!

10. What’s your guilty pleasure?

I’m a die-hard supporter of my schools’ sports teams, the University of Santo Tomas Growling Tigers, and the University of the Philippines Fighting Maroons. I watch a lot of their games, and this has now become a family bonding activity.

My daughter is an avid fan of her school’s basketball and volleyball teams. I think she has already got my competitiveness. It’s the fun kind of chaos in our house when our teams go against each other!

Gian and his daughter Liv at a basketball match

11. Do you have a catchphrase?

'Grit is great.' It sums up my journey as a creative and a graduate student so far!