MANILA, PHILIPPINES – He didn’t originally set out to direct advertisements, but today, brands trust him to deliver campaigns that win awards and move markets.
Direk Nui Cortes, Senior Director at Yellow Brick Road Productions, is the creative force behind some of the country’s most memorable and award-winning television commercials (TVCs) and digital ads.
With over a decade of experience in the industry, his portfolio showcases an impressive range of top-tier brands, including Ginebra San Miguel, Philippine Airlines, Yamaha, Kopiko, Oracare, Nivea, and so much more. His work goes beyond traditional boundaries, spanning diverse industries such as banking, food, airlines, automotive, health supplements and even beauty care products.
This wide range reflects not just his technical skill, but also his natural talent for adapting and telling powerful stories across different sectors. Direk Nui began his career as an art-based creative director, rising through the ranks of Manila’s leading ad agencies. But after years of seeing creative visions get lost in translation, he made a bold decision:
“I have the facility to be able to help brands. I want to make a difference.”
And that’s exactly what he’s been doing since.
From creative director to visual storyteller
Armed with a solid foundation in branding and marketing, Direk Nui made it his mission to become the kind of director he once needed.
“I work closely with agencies. My background as a brand person helps me push their concepts and make it stronger especially in short spots, where every frame needs to communicate,” he said.
That mindset set him apart early on. He doesn’t just show up to shoot but gets involved from the ground up.
Bringing global standards home
Direk Nui sharpened his film-making tools while working abroad, as he collaborated with international talents across Europe and Asia.
From European cinematographers to award-winning Hollywood post-production teams, he immersed himself in melting pots like Prague, Czech Republic, Vietnam, and Bangkok, which have become emerging hubs for global production.
“I used to think I was technically OK,” he admitted. “But when I worked with top-tier filmmakers and post guys, I realized I still had so much to learn.”
That humbling experience ignited his passion to elevate Philippine production standards by mastering advanced filming and post-production techniques.
“I directed a Yamaha TVC in Prague and was the only Asian on an all-European team, working with Hollywood-caliber production guys,” he said. “It pushed me to aim higher and made me realize what world-class production truly looks like.”
Passion meets precision
When asked if he leads with gut or logic, Direk Nui didn’t flinch: “I go with data and facts first.” Before anything else, he dives deep into collaboration with the agency to study the brand brief, market insights, and strategic goals.
“I look at the marketing strategy. Even when I just see the agency’s storyboard, I can already tell the parameters. From there, I tailor my approach. I need to work hand-in-hand with the creative guys and the producers,” he said.
For him, collaboration is key to identifying where a concept can be strengthened.
“That’s still within the agency’s concept. You just build on the narrative and on how you can make the concept even more relatable to create an immediate impact when the target market sees it,” he explained.
And for Direk Nui, the magic happens long before the cameras roll. “Eighty percent for me is preparation. From the treatment to the storyboard, everything should be clear. If a director does not prepare really well and doesn’t know everything like the back of his hands, everyone and everything suffers. That’s unacceptable.”
For Direk Nui, success goes beyond visuals, it’s more about the connection. “We don’t just sell products. We sell moments. We sell emotions and experiences,” he explained.
“Every storyboard has a target market. Every marketing objective has a target market. Relatability is key. We make the material hit emotionally. Because that’s what sticks. That’s what sells. If you are not able to connect to that target market properly, then you will never be effective,” he added.
“Shoot-to-Sell”: His creative compass with Yellow Brick Road Productions
At Yellow Brick Road Productions, Direk Nui is known for his signature “shoot-to-sell” style because for him, that’s the true purpose of advertising. The awards? Just a bonus.
“If I get an award because of what I did, thank you. Bottomline is, I still need to be effective for them [client.] That’s why I push the [story] board so hard, to sell the brand,” he said.
This mindset drives every aspect of his work in order to move people, and more importantly, to market products.
But that doesn’t mean playing it safe. For Direk Nui, it means using creativity as a tool to sharpen clarity and amplify emotion in his material.
Despite his many achievements, Direk Nui Cortes remains grounded. In person, he’s calm, intentional, and collaborative, someone who truly knows what message he wants to convey, and stays true to it.
Want to tell a story that sells?
Collaborate with Direk Nui Cortes and the team at Yellow Brick Road Productions. Email them at [email protected].
