In today’s era of Netflix and on-demand video streaming services, filmmakers continuously innovate to meet the rising demand for video content. And this isn’t just limited to your 20 to 60 minute episodes or your full length films, it stretches far beyond including the field of marketing and advertising.
This is why it takes that keen mind to capture the essence of the market and what they really like – which is why 2019 The Filipino Times Awards Filmmaker of the year Jonathan Paul Aggarao has managed to encapsulate his decades of stay in the UAE to help amplify the message of his clients – from simple weddings and events, to huge corporate activations.
Creative immersion
Aggarao started his creative journey at a young age as his father, who happened to work at an advertising agency, introduced him to the realm of the audio-visual scene way back in 1991.
“Skip all the puberty medley goodness of growing up in an advertising realm: the Adobe schooling, cassette tapes of award-winning commercials, a library of print-ads, and just being immersed in creative environments,” shares Aggarao.
This eventually led him to study Fine Arts, major in Advertising at UST in Manila where he honed his craft further until he returned to Dubai straight after graduation to begin his new journey as a graphic designer.
Small cameras, big dreams
Inspired by well-known Filipino filmmakers including Jason Magbanua, Bob Nicolas, and Mayad, Aggarao shares that in 2011 – he and his best friends Jay Carpio and Jonas Pingoy launched their videography department that aimed to bring the Philippines’ era of creative cinematography at the heart of the then young, emerging videography market in the UAE.
“Using affordable small cameras, but big with creativity. And so, we took on the challenge of setting the bar of creative cinematography standards here in the UAE. We first started with one wedding and one corporate event. They say great work travels fast. And just by “word-of-mouth”, we have gained great clients-turned-to-friends like McDonald’s, Nikon, Ritz-Carlton, Chanel, Dior and more,” shares Aggarao.
Up to this day, Aggarao still beams with pride as a Filipino knowing that they have earned the trust and confidence of these international brands as he shares that the only secret is producing high quality content that essentially becomes a testament to the creativity that Filipinos are able to produce regardless of whatever challenges and circumstances that may arise.
“It speaks volumes that we have catered to such clients coming from just “word-of-mouth” referrals and minimal to zero marketing. This, I believe, is a strong trait of Filipinos – where we let our works speak for us. We may not have the fanciest websites, fanciest gadgets or gears, but when we get to work – we make our mommas and our nation proud,” said Aggarao.
Endless learning
Even with decades of experience under his belt, Aggarao continues to share his passion in filmmaking – extending his assistance to budding filmmakers in the region.
He shares that Filipinos have the knack to capture the hearts of the UAE’s multicultural landscape, which gives that edge especially on creative spaces.
“We are very artistic and creative and we speak the language that caters to clients and the market very fluently. The saying “kuha natin ang kiliti ng mga tao”, no matter what nationality the client or market may be. So having clawed my way from humble beginnings of “small fish” clients to “bigger fish” clients is a testament to how Filipinos are wired to excel,” said Aggarao.
The filmmaker likewise hopes that aspiring Filipinos who also wish to venture into filmmaking and the arts learn the value of the work that they do, powered by their passion: “Just go and do what you’re passionate about. Shoot your passion. And learn as you go. Experience is the best teacher. But also – learning from other’s experience is a faster teacher.”
