Campaign Spotlight

Campaign Spotlight: Sidekick Freelance Directors Create Vicks PH Cares Project From Personal Homes During Lockdown

MANILA, PHILIPPINES – Three weeks into a strict government imposed lockdown in the Philippines, freelance TVC Director Sid Maderazo received a brief for the Vicks Philippines Cares project. The project’s objective was to showcase and celebrate the spirit of care in the Philippines that persists during the Covid crisis to deliver a message of support for everyone contributing to caring for others during the lockdown.

The instructions were simple, capture everyday scenes expressing the loving care despite the separation dictated by the quarantine, albeit with one glaring caveat, everything had to be shot within the safety of one’s home, according to the letter of the law.

Five days later, the home brewed piece was launched on Vicks Philippines’ Facebook page. The film featured several scenes of families, couples, neighbors and friends, separated in person, behind closed doors, face masks and distance. Yet, they remained together, linked by the care they had for each other, unbroken, undaunted, looking forward to the day they will feel the warmth, emotion, and comfort of their caring touch.


Take a look behind the scenes:


In late 2018, Sid Maderazo organized Sidekick, a collective of freelance TVC directors with the intent to address the quickly evolving requirements of our industry. In the intervening year, Sidekick learned new methods, including shooting, editing, and scoring remotely, with team members scattered around the country and even abroad. This experience dovetailed perfectly into the Vicks Philippines Cares project where the different collaborators shot using personal equipment, in their own homes, with their families as cast and crew. Footage were shot mostly in Metro Manila, but scenes were also shot in Pampanga and Amsterdam. Footage was then sent to Batangas for editing, approved by agency and clients in Singapore, while Sid helmed the project from Baler, Aurora, all done in the safety of their homes.

The Vicks Philippines project is both tribute and testament to the Filipinos’ resilience, creativity, and our collective caring touch.


VP, HealthCare AMA: Aalok Agrawal
Associate Marketing Directors: Akhilesh Negi and Maithreyi Jagannathan
Brand Manager, Philippines: Manuela Cunanan
Associate Brand Manager, Philippines: Michael Jayme

Production house: Sidekick Collective
Director: Sid Maderazo

2nd unit Directors:
J.A. Tadena
Riel Manuel
Marlon Gervacio
Tim Dela Paz
Raffy Francisco
Erin Pascual
Paolo Ruiz
Eva Paz
Adrian Tecson
Alvin Yllana
Odie Flores
Ryan Dimarucut

Editor: Jude Matanguihan

Color Grading: J.A. Tadena

Musical scoring:
The People VS
Mark Gamana
Marion Rivera

Voice Talent: Neneng Arceo

Production Manager: Cris Paat ‭‬

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