The DirexiÖnist

The Real Education

His journey began under school spotlights. In preschool, he was already cast in school plays. By grade school, he was performing solos in the glee club. In high school, he leveled up—directing campus productions, helping organize LSGH-hosted GALS, the Girls Athletic League of Schools, and turning school fairs into full-scale themed spectacles.

College pulled him deeper into the creative current. He performed in plays, musicals, and dance concerts—while also designing marketing collaterals, stage sets, costumes, and props. He managed backstage chaos, directed one-act plays, and collaborated with lighting designers and sound engineers.—all as part of DLSU’s Cultural Arts Office flagship groups: the Harlequin Theatre Guild (HTG) and La Salle Dance Troupe (LSDT).

That momentum culminated in his first professionally mounted large-scale production: Dancelebration—an inter-university dance competition and festival mounted by the LSDT. The event gathered champion-level teams across Metro Manila and beyond, eventually evolving into a DLSU tradition—where artistic excellence and Lasallian spirit collided in full spectacle.

What started as a modest campus production quickly scaled beyond expectation—so grand it overtook the entire DLSU football field. The sheer size shook him. The logistics. The pressure. The expectations. But when the lights rose and the music dropped, something in him locked into place. Not fear—exhilaration.

Amid the chaos, he unearthed a deeper truth: direction wasn’t just about artistry—it was about communication, conviction, and connection. Dancelebration became his live production bootcamp—where he juggled sponsors, celebrities, PR, logistics, design, and tech teams, often all at once. It was the first time he saw how creativity could drive systems—and how vision demanded leadership.

He walked off that field transformed—not just a student, but a showrunner in the making. Under the floodlights and over the roar of applause, he didn’t just feel excitement—he felt alignment. This wasn’t a breakthrough. It was a becoming.

Where passion, play, and production became his real curriculum.

From Hallways to Runways

The momentum was immediate. Off the high of Dancelebration, he was invited to direct outside his home orgs—starting with a fashion show by another DLSU club, AISEC. But he didn’t just stage a runway; he turned it into a visual narrative. Word spread. Suddenly, DirekJet was the go-to for turning university showcases into artistic statements.

With its legacy of movers and makers, DLSU events had a way of crossing campus lines. What began as intra-school fashion shows soon became full-scale showcases at Makati’s hottest clubs—Fashion Café, Mars, Euphoria. His signature showmanship drew attention from the big leagues. Brands like Sari-Sari and Bayo, magazines like Preview and Mega, even Channel V took notice. The buzz grew fast: by 21, newspapers and glossies were calling him one of the youngest fashion show directors in the scene.

With fashion came introductions: agents, producers, and power players who brought him from catwalks to coronation nights. He dove into pageantry—writing concepts, directing themed galas, and producing two seasons of a student-led events company powered purely by passion. It was in one of these pageants that industry giants took notice. One, in particular, would change everything: the showbiz world.

What began in campus auditoriums soon paved the way to Manila’s catwalks, clubs, and career defining stages.

A Scene Stealer

Long before the likes and follows, he was sculpting presence, perception, and personality from backstage up. Where student-led concepts met celebrity circuits—and the backstage became a brand-building battleground.

He caught industry attention the same year Google was founded and Y2K anxiety started to buzz—when the head of VIVA Artist Agency judged Face of Manila, a student-led, concept-forward modeling competition he directed and produced through his while-in-college event agency.

Just as dial-up was giving way to digital, he was already shaping celebrity narratives at VIVA Artist Agency’s Talent Development Center—long before social media made it standard. Stage personas, show flows, image strategies—every element was crafted with instinctive flair for perception and storytelling. He directed photo shoots, castings, and personality development workshops; helmed the SM Star Models Image Model Quest featuring Anne Curtis and Borgy Manotoc; and was soon tapped to lead SM Supermalls’ national launch events and headline fashion showcases for marquee fashion brands.

It wasn’t about pageantry or runways or lights or cameras—it was a deeper discovery: that direction could shape experience, guide perception, and build both personalities and brands. Even before finishing college, he didn’t chase a career—he was already living it.

He wasn’t aiming for the spotlight—but when passion met execution, it made him impossible to ignore.

Tracks, Tours, and Trots

While the charts were ruled by R&B slow jams and flip phones were still in fashion, he found himself orchestrating the rhythm of music promos with EMI Music Philippines. Thanks to his long-time collaborator and industry connector Ethel Cachapero, he was brought on to direct Kyla’s debut mall tour—a sleek mash-up of vocal performance and BNY Jeans fashion flair that defined early 2000s pop culture.

What followed was a genre-hopping showcase of global-meets-local showcase—Larusso’s French-to-Filipino crossover tour, bridging international stardom with local stagecraft.

And just as music met motion, he shifted into fashion with Mossimo Bikini Summit’s post-pageant showcases—proof that he could storyboard a catwalk like a concert, and turn a product push into a performance.

It was in these moments—where music met fashion and audience turned into atmosphere—that his fascination with presence and persona deepened. The more he directed, the more he saw how coaching and crafting performance wasn’t just part of the job—it was the job. And from that epiphany came his next passion project: equipping a generation of talents craft confidence, charisma, and clarity—onstage and off.

Music wasn’t just heard—it was styled, staged, and strategically directed.

Priming Prime-Movers

Between mall tours and magazine spreads, a different kind of direction was taking shape. What if the same storytelling and show flow used to launch stars could be taught to emerging talents? That question sparked Dreamcast—a workshop series turned creative incubator for personal branding, presence, and performance.

He led seven Dreamcast workshops and a holiday fashion showcase series in the early 2000s, training young hopefuls in personality development, public speaking, styling, and modeling. But this wasn’t just a confidence camp—it was a transformation lab. Participants didn’t just learn stage skills; they unlocked presence that carried beyond the spotlight.

Dreamcast proved one thing: direction wasn’t only for shows—it could shape people, launch paths, and cast futures.

From introverts to icons— sculpting confidence made for the stage, camera, and beyond.

In the Business of Celebrating Life!

What began as a nimble production outfit in 2006 evolved into a powerhouse of creative orchestration by 2010. With DJTeam Special Projects Productions laying the groundwork and DJTeam Inc. formalizing the movement, DirekJet turned instinct into infrastructure, and vision into a full-scale operation. Built to #CelebrateLife, the agency became more than a team—it became a storytelling machine fueled by synergy, empathy, and meticulous direction.

As its Founding Chairman, President/CEO, and Executive Creative Director, He didn’t just helm shows—he scaled stories. Under his lead, DJTeam bridged the emotional and the strategic, mounting productions that lived far beyond the event night. It wasn’t about making things look good; it was about making moments matter. From stage to screen, from concept decks to cultural memory, his direction made every touchpoint part of an unfolding narrative.

Live and taped productions flourished: from the multi-year runs of Slimmers World Great Bodies and Miss Bikini Philippines, to Manny Pacquiao’s Victory Concert, and full-scale broadcasts like Miss Intercontinental and Miss Earth’s pre-pageants. Landmark specials like P&G’s 75th Anniversary Gala aired on ABS-CBN fused heritage with high production value, while cultural spectacles like the Ariel Giant Stain Ball Challenge and Pantene’s 4 Most Beautiful Launch catapulted product stories into experiential campaigns with mass appeal.

Launches were elevated into immersive milestones: from Cortal SQR’s Azkals-powered campaign, Pantene Dare to Get Wet and Olay Regenerist: Priceless Beauty, to Pampers’ Parenting Institute, Ariel x Bench 3D Mapping Fashion Show, and even the C-Lium High Fiber Cook-Off. Every activation fused story, spectacle, and sensory engineering—with DJTeam integrating show direction and brand message in perfect sync.

Even internal and external corporate productions bore his unmistakable cadence. Organizations like Smart Communications, Manila Water, EXL, URC, QBE, and Cardinal Health repeatedly turned to DJTeam to energize their OGSM rollouts, national conventions, and employee engagements. He directed for the Philippine Marketing Association (PMA), Internet and Mobile Marketing Association of the Philippines (IMMAP), and Philippine Institute of Architects (PIA), and even led hybrid and overseas executions for town halls and strategy summits.

In video and branded content, he shaped stories with both cinematic flair and corporate intent: from the Department of Agriculture’s FMD SEA awareness campaign, to the Crown Regency Boracay 3D brand film, to the award-winning P&G Project: LESS—a sustainability campaign recognized at the Asia Pacific Tambuli Awards. His branded video portfolio includes productions for Whisper, Pantene, Olay, Tide, Safeguard, Colgate, Joy, and Head & Shoulders consistently blurring the line between commercial and cultural.

But DJTeam wasn’t just a production house—it became a brand studio. Jet expanded its scope into full-scale branding and design strategy, serving platforms and personalities alike. From the elegant launch identity of Olay and Panetene, to the narrative-led branding of vÖyjx Travel, from the social-driven campaign of J.Coffee to the identity systems for MetroBox SoCal, DJTeam transformed briefs into living brand systems with soul.

The brand roster reads like a scroll of cultural resonance: Ariel, Downy, Olay, Whisper, Pantene, Camay, Pampers, Colgate, Nestlé, Canon, Sony, J.CO, Bench, Mossimo, and more. But it wasn’t the logos that defined the legacy—it was what was left behind: shared emotion, vivid memory, and a standard of excellence that turned campaigns into culture.

Every project was a moving piece of a larger mosaic. And at its core was always the same beat: one team, one vision, and a creative director who never treated events as “just events,” but as unforgettable moments in a living narrative.

Scaling stories into showstoppers through one team, one vision, and one unstoppable drive.

Creative Collabs,
Decades Deep

Some projects run on timelines. Others, on trust. And a rare few—on chemistry so precise, it becomes legacy. DirekJet’s longest-running creative collaborations weren’t brokered in boardrooms—they were born from shared language, unspoken alignment, and a mutual belief that good direction isn’t loud—it’s lasting.

Back when mobile phones still flipped and PowerPoint reigned supreme, a creative partnership quietly took root—one that would evolve into nearly two decades of large-scale brand showcases, cultural productions, and experiential feats. Events & Shows, Inc. wasn’t just hiring a director—they were syncing with one. Together, they transformed Manila Water’s mission launches into immersive public showcases, added sleek production flair to PAGCOR’s national events, and brought elegant showmanship to resort-led spectacles for Fontana Leisure Parks, Fort Ilocandia, and the Canyon Group of Companies. These weren’t just event spaces—they were stages with heartbeat and breath, where DirekJet’s direction turned thematic objectives into visceral experiences.

In another corner of the industry, where strategy met spectacle, Creative Details Trading Inc. found its perfect match. The brief? Always bold. The output? Always alive. From the conception-to-execution of QBE and EXL’s corporate productions to the public magnetism of Bonifacio High Street’s Easter and Halloween installations, DirekJet’s flair brought architecture to energy, and attitude to logistics. Ambergris and TELUS’s massive events turned from script reads to crowd surges—because even executive updates deserve drama, momentum, and memorability. He also lent creative firepower to Kaizen Awards, Service Excellence programs, and multi-site town hall rollouts that brought rhythm and resonance to corporate strategy.

After the world hit pause during the pandemic, a new frequency tuned in. TA-FBDI Advertising Corp. wasn’t looking for surface—they sought soul. As Consulting Creative Director, DirekJet shaped brand expression with edge and elegance, elevating legacy and lifestyle brands alike. He gave Rang-Ay Bank’s 70th anniversary a future-forward identity, directed sleek content for Prestone, URC Flour, and Energizer, and brought refined messaging to wellness-aligned brands like Ajinomoto, Avène, Tefal, and even Transcendental Meditation™. He even recast East Valley Medical Center with fresh polish—proof that design isn’t limited by industry, only by imagination.

These weren’t just recurring partners—they were relationships refined over years, campaigns, and countless cups of brainstorming coffee. Proof that when direction is grounded in trust, the creative doesn’t just deliver—it endures.

Where loyalty, longevity, and like-minded vision shaped collaborative magic.

In Pursuit of Passion

Creative pursuits that blend purpose, play, and entrepreneurship. Each reflects DirekJet’s passion for design, connection, and crafting meaningful experiences beyond the expected.

Preparing for a home celebration often felt more emotionally charged than staging large-scale events. The details mattered more, aiming for an experience that was both effortless and elevated. That spark gave birth to IntimateEvents™—a boutique production arm built for private milestones and meaningful gatherings. Styled family reunions, surprise proposals, thematic staycations with close friends, conceptual binge-watch marathons, and private holiday affairs became his new stage. And in true DirekJet form, every celebration carried a distinct narrative arc—emotional, elegant, and ever-memorable. For those who believe less is more—as long as it’s masterfully done—themes aren’t templates; they’re love letters. #CelebrateLife with your dearest few.

The idea came in between suitcases and softboxes, when the recurring questions—“Do you have…?” and “Should I buy…?”—became too frequent to ignore. Renthings™ was born to answer that gap: a “rent anything from anyone” peer-to-peer platform designed to make sharing smarter and ownership optional. Whether it’s a bulky-to-pack winter jacket for a one-time trip, props and furniture for a color-themed party, or even that bestselling book you just want to finish—not own—it’s a marketplace built for sustainability, flexibility, creative practicality, and ultimately—convenience and savings for everyday needs and milestone events. In a world obsessed with owning, Renthings™ asks: why buy when you can rent?

Who would’ve thought that thinking outside the box would put DirekJet inside the BOX? When lockdowns dimmed the party lights, BoxedCelebs!™ turned celebration into a deliverable experience. What began as a creative pivot quickly grew into a movement in micro-celebrations—Instagrammable, meaningful, and wrapped in purpose. Each curated kit combined custom styling, personalized content, and MSME-powered gifts that sparked joy while empowering local enterprises. Built on joy, design, and advocacy, every BoxedCelebs!™ kit became more than just a box—it was a brand moment, a mood board, and a mission, all tied up with a bow. Truly, a celebration-in-a-box.

When your taste leans local but your aesthetic screams editorial, you brew something bold—KāKaPHé™, a proudly Filipino cacao and coffee concept bar that merges native flavor with design-forward café culture. From velvety cacao to robust local brews, every cup is a tribute to Philippine heritage, curated with flair and poured with pride. Designed for tropical settings, its bike-style carts and cogon-roofed kiosks radiate island character, while its orange and turquoise palette brings a sun-and-sea vibe even to city cafés. Franchise-ready and community-rooted, it supports local growers and partners while serving up more than caffeine—it delivers culture, identity, and island soul in every beautifully brewed story.

When summer called for something cheeky, chill, and just a little twisted—sKream!™ answered, straight from the cone. Born out of the bold spirit of KāKaPHé™ and crafted for sun-drenched destinations, sKream!!™ is a spiked-and-spirited soft-serve concept that serves joy with a wink. Think: tropical-inspired indulgence, booze-infused blends, and desserts that double as selfies. It’s more than an ice cream shop—it’s a sensory escape, with flavors that flirt and visuals that seduce. Designed for beach strips, boardwalks, and lifestyle hubs, sKream! is franchise-ready fun that doesn’t just cool you down—it turns every lick into a little moment of mischief.

Part travel agency, part brand journey, vÖyjx™ Travel is a design-led experience that blends curated adventure, cultural immersion, and full-on content creation. It crafts group trips that are anything but basic—soulful, scenic, and spiked with intention. Think glampsites with sunrise sound baths, cosmopolitan crawls with rooftop raves, or team retreats with emotional plot twists. With cheeky lingo, aesthetic agendas, and hyper-custom vibes, each journey is built to transform—not just entertain. Travel becomes a medium for connection, reflection, and yes, killer reels.

The ultimate flex? vÖyjx WildcardTravel™ —a reality-style, gamified travel experiment where the destination, itinerary, and travel crew remain a mystery until just before departure. You’ll know the date, budget, and vibe—but not the where, what, or who. It’s designed for barkadas chasing core memories, solo souls ready to surrender, and curious teams bonding through chaos. It’s not a vacation—it’s a social experiment with a boarding pass. Global in scope, Filipino in soul, and unapologetically extra, vÖyjx™ flips the script on the typical trip. YOLO now, regret never. Your FOMO ends here. Not just a trip—it’s a vÖyjx™!

Creative pursuits that blend purpose, play, and entrepreneurship.

From Degree to Destiny

A strategist by degree and a visionary by instinct, DirekJet earned his Bachelor’s in Business Management from De La Salle University – Manila, where boardroom logic met backstage mayhem. But his true training ground was the stage and the scenes. Through the Harlequin Theatre Guild and La Salle Dance Troupe, he mastered the mechanics of presence and precision, which he later sharpened at the Mowelfund Film Institute, studying Digital Video Directing just as the medium was transforming. Long before that, at La Salle Green Hills, his directing instincts had already begun to flicker—mapping production grids and sketching show flows when most kids were scribbling margins.

To add enterprise firepower to his creative engine, DirekJet completed the FLEX program under Innov8.org in 2020, and The Entrepreneurial Spark’s SparkPlus Program in 2021—programs that leveled up his leadership and strategic agility. His growth has also been shaped by workshops and global conventions like PATDAT-OISTAT and by immersive training with the likes of PETA, CCP’s Tanghalang Pilipino, and the Manila Metropolitan Theater. From business acumen to performance design, he continues to evolve with a toolkit that balances artistic flair and operational precision.

Today, his workflow runs on a seamless interplay of creativity and code—powered by advanced platforms in design, video, AI, automation, web development, and smart systems. With three decades of creative leadership behind him, DirekJet’s core expertise now spans creative direction, spatial design, branded content, technical showcalling, audience experience design, and cross-functional production management. Whether sketching a stage, scripting an AVP, designing a user journey, or building a digital hub from scratch, he doesn’t just execute—he architects multidimensional, high-functioning creative ecosystems.

Taught by practice, trained by purpose, toned by passion.

Life in Full Flow, and Definitely Dogs!

There’s an art to living that mirrors the art of making. DirekJet doesn’t just design spaces—he curates the rhythm inside them. His day-to-day is a choreography of clarity: five nights of weight training, a Saturday burst of HIIT, and a quiet Sunday flow of yoga to rebalance and recenter. It’s not about vanity—it’s about stamina. When you helm live shows, production sprints, edits, meetings, and creative reviews all in the same breath, the body has to match the momentum. This lifestyle isn’t performative—it’s preparatory. It’s how he keeps presence sharp, mood stable, and ideas agile.

But even the busiest stages need grounding. For DirekJet, that comes in the form of four paws and unconditional love: his two boys, his daily doses of joy and calm. DeeDough the DoggieDog—a golden retriever with wise eyes and a warrior’s heart—and Nathan the DoggieBear—a chow chow whose sheer cuteness alone melts tension on sight. These two are more than pets—they’re energy anchors. Constant, calming, and always within arm’s reach during pitch marathons or Sunday sketch sessions. Their personalities—goofy, loyal, and sometimes a bit extra—remind him to stay present, playful, and deeply grounded. Truly, a pack, always.

Approaching 50, DirekJet isn’t nostalgic—he’s calibrated. He looks and feels like he’s in his 30s and thinks like a hungry 20-something—thanks to a lifestyle rooted in wellness, youthfulness, and unfiltered curiosity. Grounded by the wisdom of his elders and fueled by the energy of young minds and new ideas, DirekJet doesn’t grow old—he evolves forward. Seasoned and masterful, he treats this stage not as a wind-down, but an intermission before the crescendo. His sights are set on global stage collaborations, immersive sensorial experiences, and creative learning environments that inspire the next generation of visionaries. His next act isn’t a finale. It’s a masterclass in reinvention.

Where the lifestyle is the system—and presence is the practice.

The Next Chapters

The best showrunners never really exit—they expand. For DirekJet, the next act is already in motion. With three decades of creative leadership behind him, he’s shifting from spotlight to satellite: mentoring the next generation, designing scalable systems, and building immersive platforms where direction becomes culture, not just craft.

He envisions learning spaces that feel like studios, stage designs that function like ecosystems, and production blueprints that elevate both brand and human experience. Whether through global stage collaborations, sensorial experiences that defy the expected, or digital frameworks that democratize creativity—he’s shaping a future where impact doesn’t fade with applause, but ripples forward.

This isn’t about passing the torch. It’s about lighting more of them.

Because the next act isn’t a finale—it’s ignition.

As legacy scales—the vision goes on and on.