This self-directed video explores how storytelling can communicate a brand's identity without centring the story on the product itself. Developed as an independent concept inspired by Jollibee, the project uses an emotionally driven narrative to connect with themes that are closely associated with the brand, including family, connection, and shared joy. Note that this is not an official advertisement or commissioned work.

I chose Jollibee as the basis for the project because of its strong emotional connection with Filipino audiences and because its brand identity was already familiar to me on a personal and cultural level. Using the idea that joy is best when shared as a starting point, I developed an original story that reflects the warmth and connection I associate with the brand.

I wrote the script and directed the production, shaping the visual approach around the emotional progression of the story. The dialogue is in Filipino, with English subtitles included to make the piece accessible to a wider audience. During post-production, I edited the video in Adobe Premiere Pro and used music to support the pacing and emotional tone. The final sequence concludes with a voiceover that I recorded, bringing the story back to the central message behind the concept.

More than an exercise in creating a promotional video, this project was an opportunity to experiment with narrative as a form of brand communication. Starting with an established brand identity, I developed an original story and translated those ideas into a complete video from script to final edit.