Preview Creative 25: The Multi-Talented Filipino Artists Changing the Game in 2025

In 2016, Alithea Castillo made the bold move of uprooting her life as a call center agent to move to New York City. It was quite a winding road—one that entailed odd jobs and living from paycheck to paycheck—before she gained footing as a director and photographer. Hand in hand with her partner Kim Tin, Alithea launched Of Becoming Us, a production company that documents the most fashionable affairs around the Big Apple and beyond. Some of their most notable collaborations include their work with Calvin Klein and The Council of Fashion Designers of America.

For Alithea, representation is of the utmost importance, not just in front of the camera but also behind it. She says she’s particularly strict on who they take under their wing, placing an emphasis on hiring queer, POC (persons of color), and immigrant professionals. It’s Alithea’s way of granting opportunities to people who just want to make a name for themselves, just like how the 2016 version of her did. “The small openings that I have, I give to people who are talented and deserving of it. I would want for this generation to bring each other up,” she shares.

The Original Pilipino Music (OPM) scene is making new strides, as radio waves and charts now brim with fresh homegrown talent. Among the roster of young blood stands Maki, the 25-year-old singer-songwriter whose wide-eyed and vibrant artistic vision has colored his tracks like Saan? and Dilaw–viral anthems to the ears of local romantics, racking up millions of streams and a loyal base of listeners.

With his songs played by a country enamored by both music and love, what underlies Maki’s artistry are hopes of its stronger appreciation as an art form and the artists that bring them to life. “Music not only transcends entertainment, but it also goes beyond what we can see,” he says. “It’s about time that we take to heart that OPM is really thriving.”

The Filipino filmgoer would be able to tell if a movie is a piece of JP Habac’s work based on its sentimental undertones. After all, direk is the mind (and the heart) behind hugot flicks I’m Drunk, I Love You, Dito at Doon, and most recently, the Marvin Agustin and Jolina Magdangal-starring Ex Ex Lovers. 

When he’s not in the director’s seat, JP is a co-host of the Ang Walang Kwentang Podcast and a co-owner of Basta Cafe, enterprises he shares with Antoinette Jadaone. While being a filmmaker already entails being involved in multiple lines of work, he underscores the importance of forming and owning one’s voice. For him, it’s about rooting from the world outside of the screen. “I want to make films na makaka-relate ’yung mga tao,” he says. “They’re meant to be a shared experience.”

Ralph Mendo, a photographer with over a decade’s worth of experience, and Sam Potenciano, a vintage curator and former magazine editor, were watching a lot of YouTube during the onset of the pandemic. With the world indefinitely locked down at the time, the couple indulged in travel vlogs and vicariously explored spots that interested them. When things finally opened up, they got their camera and started documenting their own trips, unexpectedly gaining traction from viewers across the globe.

With 52,000 subscribers on their YouTube channel, Ralph and Sam cultivate the wanderlust within each person. “Wandering is a big part of being creative,” Ralph states. When it comes to their production process, the two display a complementary relationship, albeit they don’t think about it too much. “It’s one of the purest things we can do. The manpower is very simple. It’s just us,” they put it.

As both the youngest and the first trans woman recipient of a Carlos Palanca award, Lakan Umali is walking her-story. Critically acclaimed for her novel The Ferdinand Project, the author continually treads the line between reality and fantasy, seamlessly stitching them together through the words on her page. 

Stemming from a childhood dream of becoming a mermaid, Lakan has always been fascinated with marvelous realism and the otherworldly. This affinity makes her more aware of the “other” in today’s society, which is something she hopes her patrons also acknowledge. An understanding of fantasy aids in addressing realities in her book. “A lot of our problems are caused by a lack of imagination,” she waxes. “I want to expand my own imagination and to undergo that process with other people.”

On Sundays growing up, Annika Sy would be treated to her dad’s selection of classic tunes. Now juggling roles as a photographer, entrepreneur, and an occasional DJ, the 23-year-old has developed a sound that reverberates through her work behind the camera. Saturated hues reminiscent of upbeat tempos have become her signature, as seen in a number of editorials she’s shot for Preview.

With a playlist consisting of contemporary tracks from Mac Miller and Doechii, Annika’s distinct musicality translates even without any sound. In her words, she tells stories through colors. “I like to operate in that cross-section between music and visual arts,” she shares. “I like to draw from songs [when it comes to] any emotions or ideas I want to project onto what I’m creating.”

Belg Belgica immersed himself into multiple professions before finally arriving at his present career as a photographer. As a nursing graduate who worked a corporate job for a while, it took some forced isolation for him to redirect himself. “The pandemic was like a wake-up call,” he candidly expresses. “People were dying, so the feeling of being close to death and not achieving your dreams felt so real to me.” 

Suffice it to say, he made it out of that rut and now serves as a lensman for many photoshoots around Manila, some Preview editorial spreads included. Planting himself at home is an integral aspect of Belg’s personal and creative philosophy. Within the halls of the historic First United Building, one can find Espacio Creativo Escolta, his very own playground for his ideas and concepts. Manila will always be where Belg thrives because, as he says, "The grass is greener where you water it. So make Manila your home. Make it work for you, flaws and all."

Phillip Te Hernandez, better known on our TikTok For You pages as Davao Conyo, takes his comedy very seriously. Harnessing the boundless possibilities of Pinoy humor, Phillip takes on multiple characters as he showcases day-to-day scenarios with an extra sprinkle of wit. 

Becoming a viral sensation is all part of the business for Phillip, who views the Internet as an even playing field for anyone who has something to say. “Gone are the days that you need to have big connections to make it. You can shoot a video anywhere [and it’ll work],” he adds.

The Davao Conyo brand has definitely thrived online, but Phillip also believes that it can find a way to exist sans the virtual space. One’s creativity, after all, should come with ingenuity. “For someone who’s really creative, your creativity will find a way,” he says.

The landscape of marketing presents a unique set of challenges to its purveyors. In most cases, making bold moves is the name of the game. This, thankfully, comes second nature to Oddefy Agency, a six-year-old collective of marketers who always seek the odd in their pursuits. “Founded by Via Villafuerte and now led by CEO Frankie Primavera, the group has always operated with a fresh set of eyes. ‘Being odd sets us apart,’ as Via puts it.”

The Odd Group, as a whole, has branched out into Odd Cafe and Prodd, extensions of the brand that carry their vision of “starting something different and starting now.” In the grand scheme of things, it’s not just the quirky catchphrases or eye-candy visuals that define Oddefy. In the words of their Account Director Gera Balleras, “Our work stands for the power of creativity and the power to build something from nothing. It's dedicated to the dreamers, the doers, and the brands with bold visions.”

More than a decade ago, Nunoy had never danced a day in his life. Today, he’s a choreographer, creative director, and model whose artistry has graced global stages—from Christian Louboutin’s Paris Fashion Week show to Max’s Legendary. His journey, an unexpected pivot from an untrained dancer to a force in the industry, is a testament to the power of transformation and an open mind.

To the chronically online crowd, Yani is a familiar face, a resounding voice, and a representative of a generation that refuses to be boxed into conventions. She puts her freshly acquired degree from the University of the Philippines Los Baños to good use, producing “brain rot” content and podcast episodes solely on her own. 

Whether through a 15-second Reel or an hour-long conversation, the Gen Z content creator never fails to tickle her audiences, often bringing to light topics that they seldom speak about out loud.

Yani has been a resident of the interweb since 2018, and through the years, she’s learned to lean into her strengths. While the dynamic space may require one to be multifaceted in order to thrive, she’s a firm believer that being herself is already a skill worth honing. “I just find a community that resonates with my thoughts, my experiences, and my insights,” she states. “That’s how I shine as a creative.”

“When I was younger, I grew up around a lot of art at home. I tried everything—I tried sports, I tried music, but I always came back to painting,” Kim Cruz recalls of her upbringing. Her childhood was coded by little artworks she would gift her parents, who themselves are fervent art collectors. 

In her current life, she travels from place to place, but she remains planted in the motherland, making it a personal mission to make art more accessible for Filipinos.

Kim does this through the Kalma Art Foundation, a non-profit organization that provides art therapy to sectors that may be in need of it, particularly young children. In the age of the Internet, Kim wields social media as a valuable tool in spreading the value of creating art using whatever resources one has. “There are so many different ways to be an artist nowadays; there are so many outlets,” she reflects. “Anyone can be an artist, and I think that’s a beautiful thing.”

As the cyclical nature of fashion would have it, one day, you’re in, and the next day, you’re vintage. To Jodinand Aguillon’s advantage, rummaging through piles of clothes and finding a diamond in the rough is his favorite thing to do. With his curated vintage brand Glorious Dias—a retrospective of the good old days through one’s style—Jodinand is able to foster the importance of dressing up for oneself with pieces that are genuine one-of-ones.

With Glorious Dias stationed within the First United Building in Escolta, Manila, Jodinand also places importance on preserving our heritage. For him, that means reworking local textiles into garments that speak to our uniquely Filipino sensibilities. A treasure hunter in every sense of the word, he views a piece of fabric with an open mind. It’s an exercise in imagination, which he says is about “looking at nothing but still seeing something.”

The first detail that catches the eye of a beauty enthusiast is its container. These packages that house a brand’s products are often meticulously planned by its designers, and the work of Felicia Cui best typifies that. Born from a passion for arts and crafts that sparked in childhood, the multi-faceted designer has an eye for striking aesthetics that have graced product shelves of well-known beauty brands to even the very furniture in homes as the co-founder and creative director of MaNa Studio. 

“My work represents the beauty in the overlooked and the unnoticed—the small details we often take for granted in everyday life,” she muses. “It’s about shining a light on those things and creating designs that highlight their beauty. I’m all about finding inspiration in the random, in the little details that others might miss.”

With a passion for both nutrition and performance, Jo Sebastian has carved out a unique space where education meets entertainment. A registered nutritionist and dietitian turned content creator, Jo found her way into digital platforms through a love for video-making—a creative outlet she first explored after stepping away from ballet. What began as casual content creation evolved into a powerful means of delivering evidence-based nutrition education in an engaging and accessible way.

Sky Bautista moves with intent, both onstage and in the studio. A seasoned performer whose journey began with the University of Sto. Tomas Salinggawi Dance Troupe, she has since carved a path as a choreographer, director, and educator, leading Sky Dance Avenue while championing dance as a platform for inclusivity. From training elite young talents to mentoring scholars, her work proves that movement is more than just performance—it’s an opportunity.

Beyond the performance stage, Sky thrives in an industry that demands both artistry and leadership. For her, creativity is a force to be embraced in all its unpredictability. “Embrace the creative flow. Ideas strike when you least expect them, so let that ideation and inspiration come in. Ride the wave!”

In the credits of the past years’ critically acclaimed films and television series, the name Zig Dulay has occasionally emerged. The Santiago, Isabela-born filmmaker, producer, and screenwriter has had a prolific run in his recent filmography, having sat on the director’s chair of the fan-favorite historical series Maria Clara at Ibarra, and later, attaining historic back-to-back Best Picture wins at the 49th and 50th Metro Manila Film Festival with Firefly and Green Bones. 

Capturing the plight of humanity and the marginalized through his lens, Zig considers it a unique responsibility as a storyteller. “Hindi filmmaker ang tunay na pumipili ng kuwento, kundi ang kuwento ang siyang pumipili ng filmmaker. 'Pag ikaw ang napili, responsibilidad mong i-kuwento ang best version nito,” he says. “Tanungin kung bakit ito ang ikukwento mo–para saan at para kanino?”

Janica Cleto moves seamlessly between two worlds—architecture and makeup artistry—balancing structure and spontaneity with every project she takes on. A licensed architect by training and a makeup artist by passion, Janica has built a career that reflects her sharp eye for detail and love for artistic expression. What started as a creative escape from the rigid demands of architecture has now become her main craft, transforming faces with the same precision and intention she applies to blueprints.

Her background in architecture influences her makeup approach, she shares. “I like creative makeup looks. I like clean lines. I like geometric styles. And there’s a structure.” Whether designing a space or crafting a beauty look, Janica builds with purpose—one stroke, one structure at a time.

The written word holds power, and Pola del Monte wields it with purpose. A seasoned journalist and editorial leader, she has shaped narratives across media, advertising, and corporate communications, creating a space where language interrogates power. 

Now, as the force behind Miss Chief Editor, Pola also speaks to an influential audience: decision-makers, advertisers, and creators shaping public perception. “My platform promotes social justice by interrogating power in language,” she says. With a career that spans corporate leadership, independent journalism, and digital commentary, Pola proves that success isn’t just about versatility—it’s about using one’s voice to create lasting impact.

Roko Arceo traces his love for fashion to his schooling days when his lolo would pick him up after classes and take him shopping. It came as no surprise that he eventually dove into the industry once he could, first starting out as a novice stylist under the industry’s greats. In recent years, he was in charge of assembling the colonial-era ensembles of cast members for the historical drama Maria Clara at Ibarra, sourcing pieces from homegrown outlets.

Later on, Roko established Maligaya Clothing, a brand that utilizes a surplus of lace fabrics and turns them into chic contemporary pieces. While his approaches as a stylist and a designer differ, he views both as ways to continually etch his own space in the ever-evolving scene.

Before he was the man behind some of Metro Manila’s most talked-about dining spots, Chef Francis Tolentino found his start in his grandmother’s kitchen in Nueva Ecija, where the aroma of home-cooked meals first sparked his love for food. From there, he sharpened his skills in culinary school and built a career that spanned bars, cafés, and fine dining, recently culminating in the launch of Taupe, his vision of Filipino flavors elevated to a global stage.

As executive chef and COO of Forefront Lifestyle Group, Chef Francis seamlessly balances creativity and business, proving that versatility is key in today’s industry. “You can’t do everything yourself and still keep quality high,” he says, underscoring the importance of a strong team. With Taupe, he steps into his own, crafting a dining experience where technique meets nostalgia, one that feels both refined and deeply personal.

Creative exploration has always come naturally to Selina Woo Bhang. What began as a fascination with film sequences and impromptu self-portraits turned into a career in both graphic design and modeling—two fields she sees as deeply interconnected.

Her journey into modeling began with quiet self-exploration by experimenting with face paint and the camera as a form of creative play. That instinct for expression led her to castings, setbacks, and eventually, a breakthrough in Preview’s Model Search, where she was discovered by her current agency. 

To Selina, art is inherently cross-disciplinary. Whether it’s understanding lighting in photography or composing a design with balance and intent, each medium informs the other. “There’s so much you can do depending on how creative you want to be when you explore,” she shares. For her, that process is never rushed.

The art of hairstyling is sometimes overlooked, but perfectly sculpting together strands requires great skill from any practitioner. This was something that piqued the interest of a young Gab Villegas, whose first roster of “clients” consisted of their mom and aunties. As they came of age, creating fantasies from one’s tresses became their most prominent creative outlet.

Aside from crafting the crowning glories of drag supernovas Marina Summers and M1ss Jade So, Gab remains their own greatest muse. Once in a blue moon, they take on the persona of Rocky Star, a blonde bombshell who leans into Gab’s side as a performer. In retrospect, they find themselves to be right where they belong, expressing, “As a child, I knew that this was what I wanted to do. No question about it.”

Gab Mejia navigates diverse spaces—between oceans and glaciers, corporate boardrooms, and remote ancestral lands—documenting the ties between nature, culture, and identity. A conservation photographer, multidisciplinary artist, and filmmaker, they capture the urgent realities of the climate crisis, biodiversity loss, and indigenous struggles while seeking the poetic and profound in the natural world. 

“My work seeks truths as a photographer and filmmaker—to represent these truths, do them justice, and amplify the stories of marginalized communities,” they share.

A National Geographic Explorer and Climate Pledge Global Storyteller, Gab’s work has been exhibited in museums, published internationally, and recognized across conservation and artistic spaces. Yet for them, the greatest achievement isn’t in accolades—it’s in the act of continuing. “Until I’m old, I will have my camera with me and be able to take photos. It doesn’t stop here.”

Creativity, entrepreneurship, and storytelling converge in the work of brand director and photographer Marvin Conanan. What started as capturing moments at events and collaborating with fellow creatives grew into leading a multidimensional media brand that celebrates Filipino creativity across publishing, retail, events, and marketing. 

“My work stands for continuously exploring how creative pursuits and perspectives could positively impact my life and the people around me,” he shares. 

His ventures, spanning media, fashion, and artisanal coffee, serve as an extension of his passion for curating experiences and fostering creative communities. Amid the many hats he wears, his approach remains rooted in purpose. He explains, “The commercial and creative aspects of work and life are closely intertwined. Both should be understood and pursued.”