Fil-Am entertainment agency to elevate AAPI, Filipino Stories

Photos from jcreativeentertainment/Instagram

“J Creative Entertainment: Open for Business.”

This concise caption heralds the launch of a dedicated production arm aimed at championing Asian American and Pacific Islander (AAPI) as well as Filipino stories.

Established in 2019 by JP Mallo and Justyn Reyes, J Creative Entertainment initially carves out its niche in marketing.

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The strategic shift towards original storytelling underscores the company’s commitment to innovation and diversity, especially for the AAPI community.

With Mallo at the helm, drawing upon his extensive experience as vice president of Global Originals Marketing at HBO & Max Originals, the focus is squarely on reshaping the narrative surrounding AAPI experiences.

As Mallo aptly puts it in David’s Guide, “I want to celebrate stories where we just exist.”

According to him, his early encounters with representation gaps have spurred his drive at J Creative Entertainment to craft diverse narratives and broaden representation in entertainment.

Notably, Mallo has spearheaded successful campaigns for acclaimed shows and films such as “Pretty Little Liars,” “Tokyo Vice,” “The Gilded Age,” and the highly anticipated Dune prequel.

Meanwhile, Reyes brings his expertise as an entrepreneur and creative director, specializing in the entertainment, lifestyle and F&B industries.

With a focus on AAPI and Filipino stories, the production arm aims to contribute to the cultural landscape by delivering authentic and compelling narratives to global audiences.