JC Gallegos builds companies at the intersection of AI, creativity and culture. He is the founder and CEO of PUNX, an AI-native creative agency and production studio based in Makati, working with global FMCG, fintech, telecom and entertainment brands - among them Procter & Gamble, San Miguel, Petron and JTI - across APAC, North America, Europe, and the Middle East & Africa.
He built PUNX around a specific argument about where creative work breaks: "We've never seen a lack of creative ambition. What we're seeing is a system that can't keep up with how marketing actually works now. The tools will keep changing, but the system you build around them is what determines scale."
He writes on AI video production, creative strategy, and how brands build production systems that hold up at scale.
Events A sampling booth is the oldest activation format there is: a cup of the new flavour, a bite of the snack, a can pulled from the ice. In the Philippines it also falls under the Code on Sanitation, which ties any place that serves food or drink to a sanitary permit, and everyone who… Continue reading Food Sampling at Brand Activations: Sanitary Permits and Health Certificates
Video A brand video in English and Tagalog is not in the home language of most Philippine households. Tagalog is the language spoken at home in four of every ten households; the rest speak Bisaya, Hiligaynon, Ilocano, Cebuano, Bikol, Waray and more. Video localisation in the Philippines starts with two decisions: which languages the campaign… Continue reading Video Localisation in the Philippines: Languages, Dubs and Subtitles
Production A child in the frame changes the paperwork more than the shot. Philippine law lets children work in advertising only as an exception, with a permit from the Department of Labor and Employment before they are engaged, hour limits by age, and a short list of products they can never front. The Ad Standards… Continue reading Casting Children in Philippine Ads: Permits, Hours and ASC Rules
Events Every activation collects data now: a raffle stub with a mobile number, a QR sign-up for a sample, a photo booth that emails the shot, a registration form that asks about dietary needs. Under the Data Privacy Act each of those is personal information, and the brand answers for it even when the agency’s… Continue reading Collecting Customer Data at a Brand Activation: What the Data Privacy Act Asks
Events A raffle at the booth, a spin-the-wheel game, a “buy two, win a phone” line on the standee. At a brand activation these feel like engagement ideas. Under Philippine law, many of them are sales promotions, and a sales promotion needs a national permit before anyone draws a winner. It is the permit event… Continue reading Sales Promotion Permits in the Philippines: When an Activation Needs One
Production An AI presenter is a generated person, or a generated copy of a real one, who delivers a script to camera. For some briefs it is the most sensible thing on the call sheet: a script that changes every month, a video that has to run in several languages, a training library nobody wants… Continue reading AI Presenters in Brand Video: When They Work, When They Don’t
Production A generated ad can get the light, the mood and the model exactly right and still get the product wrong — a label that reads almost like the real one, a logo drawn slightly off, a pack in a size that does not exist. On a brand shoot that is a retake. In an… Continue reading Product Accuracy in AI Ads: Packshots, Logos and Labels
Decision The comparison is usually framed as cost, and usually framed wrong. An outside studio quotes a number you can see. An in-house team costs a number spread across payroll, statutory benefits, software, idle weeks and the hiring you have to do again when someone leaves. Here is what sits on each side of that… Continue reading In-House Video Team or Outside Studio? How to Decide
Compliance On 21 September 2026 the Ad Standards Council’s circular on artificial intelligence in advertising took effect. It does not ban anything, and it does not make an AI-made ad suspect. What it does is add a disclosure and a named responsibility to work that many Philippine brands are already running. If your approval chain… Continue reading AI Disclosure in Philippine Ads: What the ASC Now Requires
Events The maths is the easy half. Return on investment is what the event returned, minus what it cost, over what it cost — and anyone can do that arithmetic. What makes event ROI hard is that most of the value walks out of the room unrecorded, and almost everything that decides whether you can… Continue reading How to Measure Corporate Event ROI