Pam Santos

Hi, I’m Pam, a photographer turned creative lead, and eventually a managing director.

Some say it’s being a jack of all trades, but I say it’s all about adaptability.

Projects.

01 Photography

Events - This is Why You’re Drunk

Food - Pepper

02 Videography

Food - Pepper

03 Creative Direction

Rebranding - Amala

Brand Development - Akala

Personal Project: This Is Why You’re Drunk

Role: Creative Director, Photographer

Year: 2012

Overview:

This is Why You're Drunk started as a personal photo blog showcasing Manila's youth and their clubbing habits, which later turned into a solo grad show.

Challenge:

Balancing creativity and resourcefulness

to overcome budget constraints.

Goal:

Organize a solo photography exhibit

by leveraging personal connections, including DJs and creative friends, with

a target of attracting at least 100 guests.

Creative Process:

Conceptualization

Brand Development

Image Selection

Post-Processing and Editing

Print Preparation

Venue Selection

Promotion

Exhibit Teaser Posters

Added a rectangular box to cover the eyes and create a more mysterious touch.

Sticker merch shaped like a bottle to incorporate liquor bottles.

Opening Night that attracted 100+ guests.

Philippine Star - Young Star Feature, 2012

Client: Contadina

Role: Head of Photography, Photographer

Year: 2015

Overview:

Contadina, an Italian-inspired food product, hired Pepper to shoot their new product line for social media and website promotion for the holiday season in 2015.

Challenge:

Coordinating ideas and concepts to match the holiday spirit while remaining true to the brand's values.

Goal:

Generate holiday-themed ideas that

align with Contadina's image.

Creative Process:

Brand Research

Theme Development

Team Collaboration

Execution

Post-Production

Hero shot using the subtle brand colors of Contadina.

A product shot featuring all the products set up like a rustic holiday spread.

In-house: Pepper

Role: Creative Director, DoP

Year: 2017

Overview:

Staff Meal is a mini-series highlighting restaurants in Manila and their family meals before service starts.

Challenge:

Adapting to a new business model from photography to both photo and video production.

Goal:

Develop food videos to fill the gap in the local market.

Creative Process:

Conceptualization and Planning

Pre-Production

Script and Narrative

Lighting and Camera Techniques

Post-Production

Video premiere showcasing a production strategy that outperformed competitors in performance and engagement

Rebranding: Amala

Overview:

Amala is a plant-based meat alternative startup catering to both B2B and B2C markets locally and eventually, internationally.

Challenge:

The existing branding is outdated and fails to resonate with the company’s values, as well as the target demographic and market segment.

Goal:

Redefine Amala's image to be youthful, fun, professional, and trustworthy for both businesses and individual consumers, and establish a compelling and cohesive brand identity that sets Amala apart in the market.

Creative Process:

Discovery and Research

Defining Brand Strategy

Creative Conceptualization

Content Creation and Communication

Execution and Implementation

Monitoring and Iteration.

Role: Creative Director

Year: 2021

After: Simple yet cheeky, bold and well-crafted,

and a subtle plant-based touch.

Before

B2B and B2C packaging

Integrating the vibrant colors that make it feel energized, just like the food itself.

Led the overall ecommerce development together with a freelance web developer, in-house graphic designer and content writer, outsourced photo studio, and supply chain for inventory.

Brand Development: Akala

Overview:

Akala is all about creating a brand that truly represents filipino culture and promotes plant-based Ready-to-Eat food. It aims to be the ambassador for filipino plant-based meals and bring the essence of filipino culture, food, hospitality, and celebrations to the forefront.

Challenge:

Developing a brand that authentically represents filipino culture while promoting plant-based RTE food.

Goal:

Create a brand identity that captures the essence of filipino culture, showcasing it through vibrant and culturally resonant designs.

Creative Process:

Defining the Vision and Purpose

Gathering Inspiration

Creating the Logo

Choosing Colors and Fonts

Illustrations and Visual Elements

Photography Style

Consistency and Cohesiveness.

Role: Managing Director, Creative Director

Year: 2023

Colors, fonts, and illustrations inspired from various sources, such as the baybayin script, classic filipino snacks, cooking books, jeepney signs, and the filipino humor.