Premed student who became top art director: How he made the leap

By: Paul Albert Palmero (Contributor) - 10 years ago

“Free your mind and everything will follow,” says 22-year-old Efraim “Eboy” Fernandez.

It’s no secret that the University of Santo Tomas (UST) Communication Arts graduate and BBDO Guerrero art director is on top of his game—relishing every moment of his career.

Initially seeing himself as a doctor, Eboy was on his second year of premed studies at UST when he felt the passion for the arts. Exposure to graphic design greatly helped—he had done posters, banners and invitations. Then it hit him: “Hey, I can make something out of this!”

Landing a job in BBDO Guerrero meant stepping into paradise. He saw the advertising agency as, in his own words, “the ideal place to get creative.”

Eboy now finds inspiration and strength from the people around him. “Everyone’s my inspiration at work. I’m surrounded by some of the best creative minds in the country,” he says.

Growing up soon enough, Eboy goes beyond the work to see his purpose. “I want to be able to create work that will serve a huge purpose in people’s lives,” he says.

Having been part of Pepsi’s iconic Bottle of Light campaign has exposed him to the value of effectivity and creativity.

As Eboy remains focused on helping change the world, he has inspiring words for those aspiring to be in his milieu: “To anyone who wants to be in advertising, be ruthless with your talent. It’s not how good you are—it’s how good you want to be. That’s the only thing that matters.”