The Digital Marketing Association of the Philippines (DMAP) kicked off its search for the next generation of superstar talent. Over 300 young creatives, innovators, and industry leaders gathered for the bootcamp of the Digital Young Creators program (DYC) at the Ayala Museum in Makati City in September 2025.
“Sari-Sari DYC 2025 celebrates all kinds of young digital talents,” said DYC Co-Chairs Raymund Sison of Lennon Group and Cams Sta. Ana of Meta Philippines as they opened the program and welcomed everybody. “It celebrates creation in all its forms – a melting pot of diverse ideas, innovations, culture, and all kinds of digital makers. A launchpad for digital young talents!”
The learning boot camp, which precedes the much-anticipated competition, featured workshops, panel discussions, mentor sessions, and interactive activities to prepare them for the program. Participants learned from keynote speakers, which included Raxenne Maniquiz, one of the country’s top graphic designers and illustrators; Jann Pascua, the creative director of Vogue Philippines; Abi Marquez, content creator and Lumpia Queen; Raco Ruiz, content creator and visual artist; Antoinette Jadaone, director and co-founder of Project 8 Projects; Carl Chavez, director and founder of Lunchbox; and Merlee Jayme, chairmom and founder of Jayme Headquarters and The Misfits Camp.
A notable fireside chat on The Power of Unstereotyping by Kim Patria, campaigns and communities of practice director of Investing in Women, and Mullenlowe TREYNA’s Adrian De Guzman, creator of Right To Care, Purple Boomerang 2024 winner. The participants were also coached by Nikki Sunga, Jao Bautista, Rey Tiempo, and Marcel Lacap.
Some participants shared their insights about the DYC boot camp:
“Being able to tell a story that resonates with others gives you a sense of not being alone. You realize your story deserves to be heard and can inspire people. I’ve felt inspired because of the work of other creatives, like Pao and every director I’ve worked with,” say Gian Paolo Garrido and Jann Erin Castro of Lit Lab Studios.
“In our industry, it really is important to stay on top of things. Institutions like the DMAP and events like the DYC give us a good opportunity to stay connected and updated on how we can utilize technology,” say Christine “OG” Yap and Justine Racho, two advertising creatives.
Mentors and coaches also shared their observations:
“We’re looking forward to the ideas that are super crazy. The ones that they didn’t edit because they believe in their craziness. I want to see how crazy they’ll bring their craziness,” say Jadaone and Chavez, who shared their insights in the power of digital in storytelling.
The directors’ statement was highlighted by Ruiz, who talked about the multipurpose power of digital creativity. He encouraged participants to “embrace the cringe.”
Ruiz said, “Just make the first step and don’t stop. If you make the first step, that’s a huge accomplishment. But if you stop, the momentum will go back to square one. Make the first step even if your art sucks.”
Jayme, meanwhile, stressed the importance of ideas. According to her, “Thinking ideas is one skill that I find rare now with the young ones. So I hope that with this year’s DYC, creatives will think of their ideas while they master digital.”
The ultimate playground for young digital-first superstars
Following the boot camp, participants will move to the DYC, where two exciting competitions await. The event will give participants the opportunity to gain mentorship, collaborate with industry leaders, and represent the Philippines on global stages.
Winners will represent the Philippines at Adfest Young Lotus 2026 in Pattaya, Thailand, and SXSW 2026 in Texas, USA. After the competition, winners will also receive exclusive training from the country’s top creative and digital experts, and the chance to see their ideas come to life.
“The boot camp is a taste of what creatives can expect at the DYC. The wisdom shared here, from amplifying your purpose through digital to embracing the cringe, are the things that will set young creatives apart at Adfest Young Lotus and SXSW 2026. More than that, the boot camp will help them grow into better, bolder, and more innovative creatives,” says Dale Lopez of Tony & and DYC’s director for Creative.
The DMAP Sari-Sari DYC 2025 is co-presented by Ayala Foundation, Meta, Maya, in partnership with Investing in Women, Ad Standards Council, AdFest, and The One Show.
Special thanks to the event’s media partners The Pod Network, EON, AGC Power Holdings Corp., Adobo Magazine, and creative partners Tony & Mold, and Bluespark, and Lit Lab Studios, . The event is made possible with the support from Oddefy, Pepsi Co., Monde Nissin, NutriAsia, Rice in a Box, Ella the Robot Barista, Carmen’s Best, Pernod Ricard, Chowking, Shakey’s, and Maynilad.
