JOLLIBEE’S FIRST NAKED-EYE 3D BILLBOARD

How do you celebrate a 45th anniversary in a way that still feels new and exciting?

As Associate Creative Director at Publicis JimenezBasic, I helped lead the creation of Jollibee’s 45th Anniversary and first-ever naked-eye 3D billboard: a larger-than-life installation that brought the brand’s signature joy to the heart of Bonifacio Global City. The piece was part of a broader anniversary campaign filled with special promos and exclusive treats, all celebrating 45 years of sharing the warmth and happiness only Jollibee can bring.

I helped conceptualize the story and overall visual direction, pulling together artistic references to guide the production team and ensuring every frame felt as joyful as the brand itself. I also got hands-on with character design and hand-drew the storyboard frames myself, laying the groundwork for how the animation would come to life in 3D.

The final piece takes viewers inside Jollibee’s Joy Workshop—a playful, whimsical world where Jollibee shows how the famous Chickenjoy is made, passing through the Juicylicious Flavortron and Crispylicious Fry-o-Master before leaping off the screen.

It was one of those projects where storytelling, design, and technology came together perfectly to turn a beloved classic into something fresh, fun, and unforgettable.