I make ideas people notice. Then I make them work.
I’m Gerry Cacanindin, a Creative Director with 20+ years across advertising, digital, brand building, and regional work in Asia. I’ve helped global brands become more human, local brands become more memorable, and creative teams become better.
Selected work.
Not everything I’ve ever made. Just the work that says something useful about how I think: culturally sharp, strategically grounded, and built to earn attention.
Real Men.
Before “viral” became a brief.
A piece of branded content that became the most successful internet video in Unilever Philippines at the time—and made the jump from online culture to primetime news.
Keep The Fun Going.
Making sustainable tourism feel less like homework and more like something travelers would actually want to join.
An iconic Asian brand, handled with care.
Premium regional work requiring restraint, craft, and a very high bar for every detail.
Small brand.
Big creative footprint.
A tongue-in-cheek campaign for an antique store that helped make its creative team the first Filipinos to win at AdFest.
Ideas that travel.
Regional television and online film work across Thailand, Singapore, Indonesia, Vietnam, the Philippines, and South Asia.
What I bring.
The useful combination of a copywriter’s instinct, a strategist’s curiosity, and a Creative Director’s ability to get an idea all the way out the door.
I’m a copywriter who grew into a Creative Director without losing the part of the job I like most: finding the sharpest way to say something.
I’ve worked locally and regionally across some of advertising’s biggest networks, building campaigns for brands including Mitsubishi Motors, LG, BPI, Volkswagen, Ford, Honda, Visa, Dove, Coca-Cola, Tang, Rexona, Pepsodent, Thai Airways, Toblerone, and Cadbury.
Today, I lead creative work across integrated, digital, and social briefs. I like big ideas, precise writing, smart people, low-ego collaboration, and work that understands culture instead of merely borrowing from it.
Outside advertising, I’m usually reading science fiction, Russian literature, medieval fantasy—or going down a research rabbit hole that may or may not become useful later.
Experience.
A career built across network agencies, regional markets, global brands, and the occasional impossible deadline.
Independent creative direction, copywriting, and brand thinking across integrated, digital, and social work.
Creative leadership, digital, and integrated brand work.
Regional creative experience across Asian markets.
Copy, concepts, campaigns, and creative leadership across multiple categories.
Need a senior creative who can still make the work?
I’m open to Creative Director, ACD/Senior Copy, regional, global, and remote opportunities where ideas still matter.
Let’s talk on LinkedIn ↗