Edward Baltazar

Hi there, I'm exclusively showing a few unpublished works that are WORTH-TO-FOLIO.
*These are shared for portfolio purposes only, are not associated with any brand, and are considered conceptual pieces.

In 2018, Popeyes Louisiana Kitchen had a no-holds-barred brief to launch their brand in the Philippines. We came up with the film idea of flying Louisianian chickens from the US to give them the grandest welcome to Manila. Picture this, chickens arriving on the airport’s baggage conveyor, hopping onto the famous Philippine Jeepney-ride, and rolling down a mini red carpet in front of a boarded-up restaurant facade. Popeye's regional clients were hyped up, which won us the launch campaign pitch. But just before pre-production, the newly appointed local marketing head decided to reallocate the budget, opting instead for celebrity and influencer-led launch content.

In 2019, the Philippines faced a wave of devastating calamities. Upon watching the news, I noticed how overcrowded evacuation centers were, with no access to clean clothes or laundry services. That’s when I thought of an idea: why not bring attention to these conditions by displaying scenes from real calamity situations using mannequins in a setting where everything is usually stylish and curated—the Uniqlo store windows. My ECD loved it, but the clients felt it was a bit too disturbing and totally on the opposite side of their brand image.

In 2020, before the total lockdown, while we were still in the office and face masks were a scarcity, my ECD had a random thought: why not have one of our clients produce face masks? Building on that, I suggested using Coca-Cola bottle labels as reusable masks with improvised filters. The potential to help prevent the virus spread was exciting, and our CCO quickly pitched it to Coke's regional marketing heads. They loved our timely solution, but had concerns about sanitary issues and health liabilities after distribution.

In 2021, we came up with a radio ad idea that would tell the powerful story of an elderly person who had survived incredible challenges but ultimately fell to COVID-19. I laid out the characters and storyline to two talented copywriters on my team, and their storytelling was phenomenal. Though the idea was parked as the pandemic slowed down, I finally got to hear it brought to life, thanks to generative AI voices. It might lack a bit of the emotion and sound effects, but the narrative still gives me chills.

In 2010, with zero ad agency experience, I attended the 4A's Philippines Raw School night classes to build a book that could help me break into the ad industry. I created concept ad comps that show how I conceptualized on briefs provided and reviewed by award-winning creatives.