Living In His Imagination: Justin De Dios On Life As A Creative Director

In more ways than one, Justin de Dios has always been a creative person.

Most know him as one of the members of SB19 – the trailblazing P-pop quintet who serve as some of modern Filipino music’s frontrunners but earlier this year, he also embarked on his solo career, showcasing his knack for emotional yet lighthearted melodies and introspective lyricism.

However, beyond his tenure as a performing artist, Justin often wears another hat that sees him take on a role that not many often discuss nor, perhaps, even widely know about him. This is a role that notably takes him away from the limelight and sees him weave stories and craft worlds from behind the scenes. This is his role as a creative director.

Backed by undergraduate learnings in Multimedia Arts and a keen sense for imagination and stories, Justin has actually been a practicing creative director for a while now, notably having served the role in many of SB19’s music videos over the years. Honing and refining his craft with experience, Justin’s portfolio continues to grow, having also taken the helm of being the creative director for his own music videos, that of fellow SB19 member Stell’s debut single, and, most recently, that of Baguio-hailing pop band Cup of Joe’s “Misteryoso.”

In order to get to know this side of Justin better, Billboard Philippines sat down with the SB19 member, asking him to offer insights into his process as a creative director for music videos, impart some advice for fellow creatives, and share more about his diverse experiences working behind the scenes.

Billlboard Philippines: You’ve been busy as a creative director these past few months, helping bring the music videos of your songs to life as well as those of other artists as well. So, to start, how are you? How has it all been?

Justin: Siyempre, maraming learnings. It’s also very fulfilling to see the output ng mga work ko related to all of it – creating music videos, directing. So, nakakatuwa na, despite na iba ‘yung career na napuntahan ko compared to the course I took in college, nagagawa ko pa rin siya [at] na-a-apply ko pa rin siya. Fulfilling and nakakatuwa!

(Of course, a lot of learnings. It’s also very fulfilling to see the output my work related to all of it – creating music videos, directing. So, it makes me happy that, despite the fact that I went into a career that’s different compared to the course I took in college, I still get to do what I learned from it and I can still apply it. It’s fulfilling and makes me happy!)

As a creative director for music videos, your portfolio has steadily grown and diversified over the years. Tell us about your whole process when bringing music videos to life. What key factors do you consider in their creation, especially in relation to the songs?

I try to really understand ano ‘yung gustong mensahe ng gumawa ng kanta. Tinatanong ko, “Ano ba ‘yung na-i-imagine mo? Ano bang gusto mong sabihin? Ano ‘yung purpose ng buong song?” 

(I try to really understand what message the creator of the song wants. I ask, “What do you imagine? What do you want to say? What’s the purpose of the whole song?”)

And then, I basically listen sa lahat ng elements kasi, doon pa lang sa instrumentals, ma-fe-feel ko na kung, parang, futuristic ba ‘yung dating ng kanta, or something na nasa present times, or medyo dystopian. So, sa sound pa lang, na-i-imagine [ko lahat].

(And then, I basically listen to all the elements because, even with just the instrumentals, I get to feel if, like, the song has a futuristic tone to it, or something that’s set present times, or a bit dystopian. So, with the  sound alone I can imagine everything.)

Tapos, ayun, alam ko na ‘yung purpose – meaning, ano ‘yung gustong sabihin [ng kanta]. And then, gumagawa ako ng creative deck na nandoon ‘yung mga visual pegs ng ano ‘yung na-i-imagine ko, ano ‘yung nakikita ko, ano ‘yung colors, tapos ano ‘yung mangyayaring story. 

(Then, there, I already know the purpose – meaning, what the song wants to say. And then, I make a creative deck of all the visual pegs of what I’m imagining, what I’m seeing, what the colors are, and then the story that will play out.) 

Then, I present it to the group. Tapos, from there, marami pang mangyayari kasi, siyempre, may input din nila. Marami pang input. ‘Yung marketing, ‘yung gustong gawin ng ibang member [at] ‘yung branding they want for themselves. Nagbabago pa lahat. That’s how we do the creative process for [the music videos] ng songs [ng SB19] usually.

(Then, I present it to the group. Then, from there, there’s still a lot that will happen because, of course, they still have their input. There’s still a lot of input. The marketing, what the other members want to do and the branding they want for themselves. It all still changes. That’s how we do the creative process for the music videos of songs by SB19 usually.)

On that note, how different is it directing for other artists when compared to directing for SB19 and yourself?

For other artists, I apply the same thing but, siguro, na-challenge doon ‘yung communication skills ko. Iba kasi kapag ka-close mo na [‘yung artist]. 

(For other artists, I apply the same thing but, perhaps, that’s where my communication skills were challenged. It’s different when you’re already close with the artist.)

Like, let’s say, si Pablo. Tatanungin ko kung ano ‘yung gusto ‘nya and madali ko na siyang ma-gets kasi kilala ko na si Pablo. But working with different people, dahan-dahan ka dapat with your steps kasi kailangan mong intindihin ‘yung personality nila para ma-gets mo talaga ‘yung gusto nilang mangyari with their music videos. 

(Like, let’s say, Pablo. I ask what he wants and it’s easy for me to get it because I already know Pablo. But working with different people, you should take it slow with your steps because you need to understand their personality so you can really get what they want to happen with their music videos.)

Isang beses ko pa lang naman siya nagawa – with Cup of Joe – but nakakatuwa! Mainly, si Gian [Bernardino] – ‘yung vocalist ng Cup of Joe – ‘yung nakausap ko. So, nakakatuwa lang na magaan ‘yung work namin kasi, at first, ‘yung atake ko medyo seryoso at professional. Pero, as we went along, nag-usap kami, and mas naging relaxed ako.

(I’ve only done it once – with Cup of Joe – but it was fun! Mainly, it was Gian Bernardino – the vocalist of Cup of Joe – that I talked with. So, it was fun how our work was light because, at first, my plan of attack was a bit serious and professional. But, as we went along, we talked, and I became more relaxed.)

Ang nangyari doon, nag-present sila ng creative deck – ‘yung creative ideas ni Gian – and then, from there, ako nag-start nung work na mas diniteyl ko, nag-pasok na ako ng kung ano-anong elements. Halos same lang naman din in a way pero, most of the time, ang importante is collaborating. Hindi mo lang [‘yung project] ginagawa for yourself but for all the people involved, especially the artist. 

(What happened there was, they presented a creative deck – the creative ideas of Gian – and then, from there, started the work I made it more detailed, I added in all sorts of elements. It’s almost all the same in a way but, most of the time, what’s important is collaborating. You’re not just doing the project for yourself but for all the people involved, especially the artist.) 

In terms of the projects you’ve done for yourself, there are a lot of theories from fans surrounding the connection between your music videos for “surreal” and “kaibigan.” What can we expect regarding their supposed shared storyline in your future work?

Hindi naman din siya secret kasi sinabi ko rin na ‘yung releases ko ay isang buong narrative, magiging isang story siya. 

(It’s not really a secret since I also also said that my releases are one whole narrative, it will become one whole story.)

Actually, meron na kaming nabuo. But, as an artist, as time goes by, nagkakaroon ka ng maraming bagong ideas. So, I was thinking na medyo baliin ‘yung flow na nabuo namin from before in terms of releasing my music. But, definitely, it’s gonna be related pa rin sa isang buong story. 

(Actually, we’ve already created one. But, as an artist, as time goes by,  you get all these brand-new ideas. So, I was thinking of breaking the flow a bit of what we created from before in terms of releasing my music. But, definitely, it’s gonna be still related to one whole story.)

Since you’ve served as a creative director for other artists, how do you balance your artistic vision with their own ideas? If creative differences were to arise, how do you deal with them?

Actually, ‘yun ‘yung isa sa pinakamahirap [gawin]. Kasi, as an artist, usually, gusto mong gawin kung ano ‘yung gusto mo, ‘di ba? Pero, it’s usually more of being open-minded. Kumbaga, you need to appreciate din ‘yung ideas ng iba. Kailangan mo maging understanding.

(Actually, that’s one of the most difficult things to. Because, as an artist, usually, you want to do what you want, right? But, it’s usually more of being open-minded. So to speak, you need to appreciate the ideas of others. You need to be understanding.)

Ano ba ‘yung purpose or goal nila? Then see if ‘yung ideas nila would complement sa purpose or goal na yun. And if sa tingin mo hindi, you just have to say it properly and explain kung bakit hindi. Wala namang pangit na idea or creative input. But, it’s more of if it would make sense sa purpose or goal na gusto talaga nilang mangyari. 

(What’s their purpose or goal? Then see if their ideas would complement that purpose or goal. And if you think that it doesn’t, you just have to say it properly and explain why. There are not bad ideas or creative input. But, it’s more of if it would make sense with the purpose or goal that they actually want to happen.)

Talagang collaborating lang. Mahirap talaga siya kasi merong creative differences ang lahat ng tao, so, importante rin talaga na ‘yung ka-work mo kilala mo talaga. Mahirap kapag hindi mo siya kinilala. Kahit naman hindi deep ‘yung connection ‘nyo. As long as alam mo paano siya mag-isip or alam mo kung ano gusto ‘nya, maiintindihan mo rin sila.

(It’s really just collaborating. It’s difficult because everyone has creative differences so it’s important as well that you know who you’re working with. It’s difficult if you don’t make the effort to get to know them. Even if your connection isn’t deep. As long as you know how they think or you know what they want, you’ll eventually understand them.

In terms of inspiration, while each project in your portfolio is unique, what usually inspires you when developing concepts for music videos? 

Movies. Nature and sceneries.

Let’s say kapag nag-ta-travel ako. For example, nung nag-tour [‘yung SB19] sa ibang bansa. Kapag may free day kami, ang pinupuntahan ko mga bundok, falls, forests. Tapos, hindi ko alam, nakaka-imagine ako ng something out all of that. It’s weird pero ganun. ‘Yung feeling lang na nakaka-relax ‘yung tunog ng mga ibon, ‘yung puno na nag-se-sway, nakikita mo ‘yung sky. Marami akong na-i-imagine na bagay-bagay. Nakakaisip ako ng emotions, ng stories that I can make something out of.

(Let’s say when I’m traveling. For example, when SB19 toured in other countries. Whenever we had a free day, the places I’d go to were mountains, falls, forests. Then, I don’t know, I could imagine something out of all of that. It’s weird but it’s like that. The relaxing feeling of the sound of the birds, the trees that are swaying in the wind, seeing the sky. I imagine a lot of things. I come up with emotions, stories that I can make something out of.)

Would you say that when you see something that inspires you, is it already your mind’s natural response to automatically go into creative mode and think about what story you can make out of it?

Hindi siya all the time. Siguro, during quiet times or kapag nasa biyahe and music lang nag-pe-play [at] walang masyadong iniisip. Pero ‘pag, parang, kasama ‘yung friends walang ganun. It’s more of kapag mag-isa lang talaga ako, tahimik, or naglalakad lang kayo and hindi masyado nag-uusap, mas nagiging observant [ako].

(It’s not all the time. Perhaps, during quiet times or when I’m traveling and it’s just music playing and I’m not thinking about much. But whenever, like, I’m with friends, not really. It’s more of when I’m by myself, it’s quiet, or when we’re just walking and not talking much, it’s when I become observant.)

In creating the music video for your song “kaibigan” it was revealed you even sent music video pegs as well as movies to the producer in order for them to effectively understand what you wanted to achieve. With that being said, what are the movies or music videos you are often greatly inspired by? In addition, who are the directors you look up to?

With directors, actually, wala akong masyadong fina-follow specifically and I’m so bad with names. Pero, minsan, kapag nakita ko ‘yung work nila, parang, alam ko agad na [which director] ‘yung gumawa noon. Parang ganun. Parang, if I’m looking for inspiration, hindi director masyado ‘yung hinahanap pero ‘yung work nila mismo.

(With directors, actually, I don’t really follow anyone specifically and I’m so bad with names. But, sometimes, when I see their work, it’s like, I immediately know which director made it. It’s like that. Like, if I’m looking for inspiration, I don’t look for the director but their work instead.)

In terms of movies, generally, Bridge To Terabithia. One of my favorites! ‘Yung feelings and ‘yung story. Nung bata ako, nung time na napanood ko siya, naka-relate ako with how things happened [in the story], like, ‘yung nag-i-imagine sila sa loob ng forest. Minsan, iniisip ko rin ‘yung mga coming-of-age, dystopian films – Divergent, The Hunger Games, The Maze Runner. 

(In terms of movies, generally, Bridge To Terabithia. One of my favorites! The feelings and the story. When I was a kid, at the time when I watched it, I got to relate with how things happened in the story, like, when they were imagining inside the forest. Sometimes, I also think of those coming-of-age, dystopian films – Divergent, The Hunger Games, The Maze Runner.)

Pero, in terms of building up emotions, gusto ko ‘yung Little Women and The Help. Tapos ‘yung series na Anne With An E, gustong gusto ko hindi lang ‘yung aesthetic pero the story itself, kung paano nila ginagawang natural ‘yung scenarios and set-up. Unique siya.

(But, in terms of building up emotions, I like Little Women and The Help. And then the series called Anne With An E, I really like not just the aesthetic but the story itself, how they made the scenarios and set-up feel natural. It’s unique.)

Iba-iba ‘yung gusto kong kunin na ideas [sa kanila]. (The ideas I like to get from them are all different.)

Speaking of ideas, in the future, are there any potential ones you want to try or concepts you’ve always wanted to do as a creative director?

Gusto ko talaga fantasy! As in, total fantasy. Hindi ‘yung pasilip lang pero ‘yung tipong Game of Thrones or Lord of The Rings. Ang hirap nun pero dreaming lang naman!

(I really want to do fantasy! As in, total fantasy. Not just like a small snippet but something like Game of Thrones or Lord of The Rings. That’s difficult but I’m just dreaming!)

So, of course, alongside your work as a creative director you have been fulfilling your role as a member of SB19 and cultivating your solo career as well. It’s no easy task doing what you do. What steps do you take to balance all these aspects of your artistic work alongside other parts of your life as well? 

Mahirap siya kasi, minsan, ‘yung art depende siya sa mood mo and ‘yung kakayahan mo. So, mahirap talaga siya i-balance. Siguro, the way is giving it time talaga. So, kung hindi ka talaga makapag-produce ng art, you need to give it time. Relax ka muna. Siyempre, may deadlines pero you have to give time for yourself na makahinga muna, gawin ‘yung mga bagay outside of work para ma-regenerate ‘yung creative juices mo. 

(It’s difficult because, sometimes, art depends on your mood and what you can do. So, it’s really hard to balance. Perhaps, the way is really giving it time. So, when you really can’t produce art, you need to give it time. Relax for a bit. Of course, there are deadlines but you have to give time for yourself to breathe for a bit, do things outside of work so you can regenerate your creative juices.)

Tapos, importante rin talaga ‘yung help of other people. Minsan, kapag gumagawa ka ng art na sarili mo lang, mas mabilis ka maubos. Minsan, you have to– ‘yung i-kwento mo lang kahit sa mga kaibigan mo. 

(Then, the help of other people is also important. Sometimes, whenever you’re making art on your own, you get drained more quickly. Sometimes, you have to– just talk about it even with just friends.

They might even be able to help give you some ideas!

Parang ganun! Kapag nag-ke-kwento ka, nakaka-build ka ng something. (Something like that! Whenever you tell them about it, you get to build something.)

So, ‘yun lang. Mahirap talaga i-balance. So,‘you have to do your best talaga and don’t forget to rest. Hinga! (So, that’s all. It’s really hard to balance. So, you really have to do your best and don’t forget to rest. Breathe!)

Lastly, when comparing your first time experience being a creative director back then to now in the present, in what ways do you see yourself having grown and improved over the years?

It’s in terms of pagiging vocal about things and collaborating din. Before, laging “yes” na lang ako nang “yes”. Parang, ayaw kong makasakit ng feelings [ng iba]. 

(It’s in terms of being vocal about things and collaborating as well. Before, I would just keep saying, “yes” and “yes”. Like, I didn’t want to hurt the feelings of others.)

Ngayon, mas natutunan ko na na bumalik sa purpose or goal ng gusto nilang mangyari sa output [ng project]. Because of that, mas kaya ko nang vocally i-explain kung bakit hindi necessary ‘to gawin or bakit necessary ‘yun gawin. Mas madali na ako makipag-collaborate kasi alam ko na ‘yung direction namin. Na, gan’to ‘yung goal, gan’to ‘yung purpose namin. 

(Now, I’ve learned more about going back to the purpose or goal that they want to achieve with the output of the project. Because of that, I can now vocally explain more why this isn’t necessary or why that isn’t necessary. It’s easier for me now to collaborate because I already know the direction we want to go in. That, this is the goal, this is our purpose.)