MANILA, PHILIPPINES — In the two decades of Graphika Manila’s existence, the conference has served as the launching pad for countless attendees by hosting talks that are relevant in today’s world.
Gerald Feliciano, Managing Director and Motion Graphics Director at creative video agency Proudhive Creative and a living example of Graphika’s impact, gave a talk on “The Art of Art Direction” last March 01, 2025, at the SMX Convention Center, and adobo Magazine outlined the speaker’s three main points.
1. Dive deep into your world.
“Creativity comes from inspiration,” Gerald began. This mantra stuck with Gerald since the days of collecting DVDs at Tower Records. He recalled a quote he heard from a BTS video long ago: “The most creative people have the largest collection of references.”
Since then, no matter if personal or client-based, Gerald always starts his creative process by gathering references. “To dive deep, you have to go out,” he added. He brings his camera as he travels around, actively seeking out inspiration. “Take your time,” he said. “I can’t stress this enough.”
2. Treat every frame (as) an artwork.
Once your expedition for inspiration is complete, building your own world with care and thoughtfulness is the next step. “Be deliberate in how the characters are framed to how the cameras move or stay still,” he advised. “It should all push the narrative forward.”
Referencing his collaboration for Australian make-up brand BYS with actress Liza Soberano, he was given the freedom to play around with visual elements for the “Multiverse at Play” commercial. He broke down the choices made to serve the story — three of the most vital being camera movement, composition, and color. According to him, even if it may go unnoticed, the love and care invested even in the smallest details can enhance the overall viewing experience.
3. Master light.
Gerald turns to Dutch painter Johannes Vermeer, otherwise known as “The Master of Light,” as a source of inspiration. Many of the artist’s paintings depict women doing mundane tasks but its dynamic and incredible execution is why it’s hailed with such universal acclaim. “Even with the most basic of scenes,” Gerald explained, “if you light it well, it gives off a good story.”
Gerald then listed three uses of light in storytelling:
- To direct the audience’s attention
- To set the mood of the scene
- As a design element
Conclusion
Before wrapping up, Gerald expressed his gratitude to Graphika for giving him the opportunity to be a speaker. An attendee back in 2010, he thanked the conference for inspiring him to put himself out there as a creative. “It’s about remembering the moments that let you enjoy and endure the process.”
Adobo Magazine is an official media partner of Graphika Manila 2025.
