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.
Production An aerial shot is the cheapest way to make a brand film look expensive, and the easiest line item to get wrong. In the Philippines a drone on a paid shoot is not a camera accessory — it is an aircraft, flown under civil aviation rules, and a commercial shoot triggers every one of… Continue reading Drone Permits in the Philippines: What CAAP Requires Before a Shoot
Events An ocular is not a tour. It is the hour in which you find out what the event will cost to build, and whether the day can legally happen at the size you have promised. Go with a list, a tape measure and a camera. Leave with documents, not a good feeling. Capacity is… Continue reading Venue Ocular Inspection: What to Check Before You Sign
Animation A mascot is the one brand asset that has to survive being redrawn. It turns up in a launch film, then a social cut, then next year’s campaign, and every time it has to be recognisably the same character. That is what “on-model” means, and most of it is decided before anyone animates anything.… Continue reading Brand Mascot Animation: What to Prepare Before the First Frame
Events A request for proposal works when three agencies can price the same job and you can line up what comes back. Most briefs can’t be priced, because they leave out the things that move the cost: whether the venue is booked, how many people are coming, who carries the permits, and what happens to… Continue reading How to Write an Event RFP an Agency Can Actually Quote
Pre-production An animatic is a rough, timed version of a film or ad: storyboard frames or simple images cut to a soundtrack, made to check that the idea works before the expensive part starts. Here is what the word means, how an animatic differs from a storyboard, why it matters for ads screened in the… Continue reading What Is an Animatic? How AI Changed Pre-Visualisation for Ads
Advertising How many ad variants should you test at once? Usually fewer than teams run. The platforms publish the rule that sets the ceiling: an ad set needs enough results to finish learning, and every variant you add splits those results further. Here is how to work the number out from Meta’s and Google’s own… Continue reading Ad Creative Testing: How Many Variants to Run
Ownership “Who owns it?” is really two questions. Is the thing protected by copyright at all — and if it is, whose is it? Philippine law answers the second one precisely, in clauses written long before generative AI existed, and answers the first by implication. Here is what the Intellectual Property Code actually says, and… Continue reading Who Owns AI-Generated Content in the Philippines?
Events A typhoon does not cancel your event. A decision does — yours, the venue’s, or the city’s. Insurance only pays if the policy names the trigger behind that decision, and almost all of that argument is settled before the season starts, in the contract. Here is how the pieces fit in the Philippines. What… Continue reading Event Insurance in the Philippines: What Covers a Typhoon Cancellation
Animation AI has made animation faster to produce in volume, and it still has limits that matter on a brand job. None of them are secret: the tool makers publish them, and researchers measure them. Here is where AI animation still breaks, and what that means for a brief. It still gets physics wrong OpenAI’s… Continue reading Disadvantages of AI in Animation: What It Still Can’t Do
Video production A video production brief tells the team what to make, for whom, in which formats, by when, and inside which rules. When the video is made with AI, the brief carries more of the job, and why that is is its own story. This is the template: what to put in it, section… Continue reading Video Production Brief: What to Include When the Shoot Is AI