Joel Ruiz is a filmmaker and director of television commercials. He has a degree in AB Communications from the De La Salle University. Ruiz has written, directed and produced a number of critically acclaimed films, the last one being “Kung Paano Siya Nawala” (2018) which hit number 1 on Netflix. He has also been making commercials of all types for more than a decade.

His unique style of marrying narrative storytelling with advertising has been used to great effect in his projects for UxS, such as the wildly popular viral Jollibee commercials “Crush” and “Perfect Pairs”, and the award-winning Alaska ad “First Christmas”. Ruiz is also an expert food and celebrity director.