MANILA, PHILIPPINES – On September 15, 2025, the Philippine advertising and film production industry received bittersweet news: Filmex, one of the country’s most enduring production houses, announced it will close its doors on October 31, 2025, after 45 years in business.
In an open letter to the industry, Filmex wrote: “After a lot of thought, we’ve collectively decided it’s time to say goodbye. Our industry is moving and changing so quickly, and with those shifts, we feel it’s the right moment for us to step back and close this chapter of Filmex… This wasn’t an easy decision. For 45 years, this company has been more than just work for us — it’s been a home, a family, and a place where we’ve shared so many memories with you.”
The announcement marks the end of a chapter not just for Filmex, but for Philippine advertising itself. Since its founding in 1980, the company has become synonymous with world-class commercial production, working with the country’s top agencies, clients, and creative talent.
A legacy of craft
Filmex’s reputation was built on a combination of craft excellence, strong client relationships, and a spirit of innovation. As its website proudly states, the company balanced technical expertise with creative ascendancy, producing TVCs, TV shows, and even full-length features.
At the helm was Chairman and President Jimmy Duavit, a respected entrepreneur whose leadership set the company’s high standards. He was supported by long-time executives Jun Garra and Concon Limbo-Deray, co-COOs who rose from the ranks and shaped Filmex’s culture of professionalism and family. Finance chief Rudyard Guzman and a pool of executive producers ensured the business side kept pace with creative ambition.
Filmex also nurtured a roster of in-house directors who became influential voices in Philippine cinema and advertising, including Raymond Red, Henry Frejas, Mario Cornejo, Paolo Villaluna, Jenny Lao-Pastor, and Dragon Pineda. Each brought their own signature style, giving agencies and brands a wide creative spectrum to work with. Together with dedicated Executive Producers Ginny Vizcarra, Mila Tanteco, and Owie Pascual.
Director Raymond Red, a stalwart of independent cinema and one of Filmex’s longest collaborators, posted on social media:
“End of an era. Filmex is signing off. I spent 34 years of my filmmaking career with Filmex Inc. We will never forget the 45-year legacy and the indelible mark left by the company within the TV commercial production industry. On to new cinema adventures.”
For many, the news was personal. Concon Limbo-Deray, Filmex’s co-COO, shared her own reflections with adobo magazine:
“I began my advertising journey here at Filmex, and it has been so much more than a career, it has been a life lived with meaning. For 32 wonderful years, I’ve spent more than half my life with this company, and each moment has helped shape who I am today, both as a person and as a professional. To me, this company has never been just a workplace, it has always been my home, my family.”
Her words echo the sentiments of many who found in Filmex not just a workplace, but a training ground and second family.
Adapting through change
Over four and a half decades, Filmex weathered multiple transitions: the shift from film to digital, the rise of global competition, and the advertising industry’s pivot toward digital-first storytelling. True to its resilient DNA, the company expanded into new platforms, producing digital video and below-the-line materials alongside its trademark television commercials.
But as the industry itself continues to change at breakneck speed — driven by new technologies, tighter budgets, and evolving audience behavior — even a stalwart like Filmex chose to bow out with dignity.
Their farewell letter emphasized a sense of closure with care: “As we prepare to conclude our business operations, we stay committed to responsibly addressing all outstanding obligations with care & consideration. Thank you!”
In a statement to adobo Magazine, Direk Raymond said: “Yes, Filmex stopping operations end October. Nothing major really happened. Management and the staff have been in discussions since last year and the decision was arrived at because of the changing landscape of media and advertising. And Filmex does not want to adapt or shrink operations just to continue so it was decided it’s better to step back now, leave while we are still at the top of our game, and allowing the staff to move on to better opportunities.”
