With his boyish looks and meticulously messed-up hair, Sid Maderazo could be mistaken for a celebrity.
But the truth is, he works behind the camera. Maderazo owns 88 Story Films, the award-winning production house, and has shot hundreds of TV commercials for the past 10 years.
Among his most famous works are the Creamsilk ad starring Venus Raj; Red Horse Beer with Georgina Wilson and Isabelle Daza; the Pepsi short starring Jericho Rosales; and the Coke campaign featuring the ditty, “Ito ang beat, sabay-sabay.”
Maderazo’s ads show his love for design and art direction, which he honed during his four-year stint at McCann-Erickson handling the Coca-Cola account. His driving philosophy: “Think with your eyes, see with your mind.”
While directing is his main job, he also runs two restaurants, Bowler and Harvest. He recently became a retail entrepreneur with the Panda brand of sustainable bamboo sunglasses.
Maderazo has another hot drive, the kind that runs on four very, very fast wheels.
Life begins
My age now is… 40 and proud of it! I’m a dad of two kids so I spend time bonding with them.
The light-bulb moment that made me want to pursue film as a career… was when I felt I was pushed against the wall; but I saw an opportunity and did something about it!
My other creative outlet is… my first love which is to draw.
I believe that a 60-second clip should… communicate a story in the most creative way possible. That is the art of advertising.
My favorite phrase during a photo shoot is… “It’s a wrap, sarap!”
My dream movie actresses to shoot are… Angelina Jolie, Scarlett Johansson and Zooey Deschanel.
During long hours of shoots, I never forget… to say “Cut!”
Fashion insider
A men’s fashion accessory I have a lot of is… watches!
If I were a watch, I would have to be… The Explorer from Max XL Watches.
I won’t hesitate to splurge on… timepieces especially from Max XL. They’re classic, but edgy and well-crafted.
Staples in my bathroom are… a Gillette razor, Gillette shaving cream, Gatsby wax, Dove Men face moisturizer, Kiehl’s lip balm, a Philips electric toothbrush and Oral-B satin floss.
When it comes to personal maintenance… I spend a considerable amount of effort!
A product I’ve been loyal to for ages is… Gatsby wax! Gotta have it!
My favorite scent on a woman is… her natural scent.
Top tip
This year, Backstage Pass recommends that you also spend a considerable amount of effort on your personal maintenance. Try these natural body products from Healthy Options:
Dr. Woods Coconut Milk Shea Butter Soap—blends coconut milk, papaya and vanilla beans to relax your senses while enriching your skin with organic shea butter and vitamin E.
Dr. Woods Raw Black Soap with shea butter—helps regenerate skin cells and neutralizes free radicals, restoring your skin’s natural elasticity and preventing premature facial lines.
Tom’s of Maine Naturally Dry antiperspirant stick—provides 24-hour wetness and odor protection. It is made entirely of ingredients derived from plants and minerals that are safe, effective and natural.
Maderazo’s choice grooming products come from Kiehl’s boutiques and supermarkets nationwide.
Max XL watches are exclusively sold at Washington at Shangri-La Plaza, Power Plant Mall, Greenbelt and Glorietta.
Follow Sid on Instagram @sidmaderazo