GIGIL and Netflix breath new life to the art of hand-painted Filipino movie billboards

Back in the 1980s, hand-painted movie billboards were plastered all over Manila, and cinemas all over the Philippines to promote local films. Nowadays, with the advent of digital technology, the art form is dying, and almost none remain.

Fast-forward to 2024, Netflix Philippines acquired 6 Filipino films after their theatrical release. To announce the arrival of the titles on the platform, GIGIL Philippines and Netflix tapped into Filipino pop culture and revived the classic art of promoting films—the hand-painted billboards.

Netflix redesigned the movie posters to mirror the painstaking craft of hand-painting film posters back in the day. Colors, brush strokes, shadow placement, and typefaces were mimicked so the Filipino movie billboard can be given new life. To push the nostalgia, the billboards were placed on a spot where painted movie billboards used to be mounted.

All the films made it to Netflix’s Top 10.

Credits
Agency: GIGIL
Chief Creative Officer: Badong Abesamis
Chief Creative Officer: Herbert Hernandez
Managing Partner: Jake Yrastorza
Creative Director: Leslie Cua
Copywriter: Raphe Ramirez
Copywriting Intern: Angel Lyka Agustin
Art Director: Rizia Guico
Art Director: Seph Asentista
Art Director: Haui Sacay
Group Account Director: Micco Balana
Account Manager: Ralph Samson
Media Director: Margie Husmalaga
Lead Buyer: Pat Sy
Social Media Analyst: Fritz Dalawampu
Client: Netflix Philippines
Head of Marketing, Philippines | Netflix APAC: Stef Pajarito
Senior Manager, Marketing Production: Daphne Ng