‘And cut!’ Here’s what goes on inside a local commercial production house

MANILA, Philippines – When you see an ad featuring an ice cube splashing into a beverage on a hot day, you’ll probably find yourself thirsty, craving that exact drink.

What if you saw an advertisement featuring the latest smartphone in stores? Even if your current phone works fine, an effective ad might persuade you to upgrade.

This is exactly what creative commercial production studios aim for when making food and lifestyle commercials, and what Studio Kamusta owners Gabby Cantero and Mikee Fernando aim to achieve through their work.

Behind the lens

“When you see our work, it’s very welcoming, it’s very warm. When you look at the photos and the commercials, for food, nakakagutom siya. So, in the same way, that’s how we do our lifestyle commercials,” Cantero said in an interview with Rappler.

Formerly known as Studio Cantero, Manila-based Studio Kamusta launched its rebranding on January 22. The creative studio is known for producing food and lifestyle advertisements for popular restaurants, fast-moving consumer goods, homeware, and fintech companies. They have also worked with celebrities like Richard Gomez for his cooking series, Goma at Home; and videos for big artists like SB19.

REBRAND. Owners Gabby Cantero and Mikee Fernando introduce Studio Kamusta during its official launch. Elle Guison/Rappler

In shooting photos and video commercials, Cantero shared that their goal is to sell a “feeling” that will resonate with their clients’ specific audiences.

Process of getting the ‘perfect shot’

Everything starts with a client approaching the studio, hoping to bring their vision to life. Aside from food, Cantero works with different industries, offering services beyond food photography.

Once the studio receives the client’s brief and suggested creative direction, the Studio Kamusta team begins conceptualizing the shoot.

When it comes to food photography specifically, Cantero shared that it is “following your stomach more than your head and eyes.” “This will give you better results,” Cantero said.

“For example, when you eat grilled cheese, why is the grilled cheese delicious? When you pull it, right? When you see it oozing. So, we try to capture that,” she explained in a mix of English and Filipino, offering insight into their brainstorming process for food commercials.

Sometimes, their clients already have an agency that provides a creative guide, making the production process smoother.

“We’ve had shoots that lasted for half a day, but we’ve also had shoots that lasted from sunup to sundown. It really varies depending on the type of work and execution our clients want,” Fernando said.

In post-production, some projects take weeks to months to complete, depending on the complexity of the project and the team involved.

Warm and personal touch

Located in Legazpi Village, Makati, Studio Kamusta does production management, photography, video production, and post-production. The young team is composed of skilled editors and seasoned production and advertising professionals, many of whom they have worked with even before the rebrand.

This continuity allows them to maintain the Studio Kamusta brand.

“That’s also why we rebranded with the word kamusta — we really want to evoke a sense of warmth because it aligns with how we approach clients and how we work with people,” Fernando explained.

During the launch, the owners emphasized that hosting an in-person event was their way of showing hospitality to both potential and existing clients.

CONNECTIONS. The new studio launch was attended by various agencies and brands, by new and old clients. Elle Guison/Rappler

“It’s not just about regular transactional work. We also want to build better relationships with our clients,” he added.

Leaning into lifestyle

2025 is a fresh start for Cantero and Fernando. Studio Kamusta envisions expanding its scope while continuing the projects it has become known for. The owners shared that while food photography remains a stronghold, they are also pushing further into lifestyle work, including fintech and beauty.

“We’ve been doing lifestyle since before, but people just didn’t notice. That’s why we held this event — to physically show that we can do so much more beyond just food,” Cantero said.

ALL-AROUND. Studio Kamusta also makes commercials for lifestyle products, apart from food. Elle Guison/Rappler

Fernando added that this shift is part of their strategy to solidify their new identity as a studio. But at the heart of it all, it’s still about telling visual stories.

Balancing creativity with business

When asked about the challenges of operating a creative studio, Cantero and Fernando shared that managing revisions mid-project can be one of the trickiest parts.

“It’s definitely challenging to come back and forth and finalize the business. It’s managing that and still keeping a level head between making sure that we’re balancing out listening to our clients, to our agencies, but also keeping the integrity of the material,” they said.

To balance the demands of commercial work, the studio is set to launch Kamusta Films, a self-produced project that will allow them to tell stories on their own terms.

“We’ll keep telling stories produced by us — no clients, no external input — no one who can tell us what to do. We just we can let the whole team be very creative,” Cantero shared.

Continuing their journey in a brand new space, what will always remain is the same quality in their work and the integrity of the Studio Kamusta brand. With a fresh rebrand and an expanding creative vision, Studio Kamusta is ready to tell more stories, one frame at a time. – Rappler.com