UP FAIR 2025 is a 4-day advocacy concert organized around music and social action, drawing over 15,000 nightly attendees and 15M+ total digital views. I led the creative direction for branding, IMC, and merchandising, integrating entertainment with civic advocacy.
Sequence
In the Philippine context, advocacy messaging around Indigenous rights, gender, agriculture, urban poor communities, and education often risks being abstract or disconnected from audiences who primarily attend for music and cultural experience. Many attendees come for artists but lack clarity on how advocacy is embedded in the event.
Mutate
Led an 8-person creative team producing IMC and merchandise assets across social, print, and video platforms. Developed real-time content systems for TikTok and Meta, delivering 50+ collaterals per night. Visual language combined protest aesthetics, bold typography, collage, newsprint textures, and high-contrast layouts, reflecting campus activism and collective voice. Guided messaging: “Isigaw ang Bukas” adjacent civic framing translated into accessible narratives of protest and participation.
Express
Reached 15,000+ nightly attendees and 15M+ total views, with a 15% increase in digital engagement. Advocacy content amplified sectoral narratives while maintaining strong entertainment visibility, transforming UP Fair into a hybrid space where cultural enjoyment and social awareness coexist within a unified public platform.
