Fighting Back

In 2025, content is often carefully curated, polished to perfection, and fine-tuned to fit the algorithm’s taste and preferences. But instead of bowing down to these computer-programmed gods, LiFE DESiGN - a creative duo based in Toronto - chooses to subvert expectations by choosing chaos. And in the midst of their disruption, people have started to pay attention. 

‍

What began as an eye-catching collection of banners scattered across the streets of Manila has evolved into a full-blown creative movement - one that redefines virality and content by intentionally disrupting the prevalent traditions of today. It would be a mistake to assume that these banners are just gimmicks or playful parodies, because they’re not. Instead, they’re cultural artifacts that capture the experience of a society constantly trying to juggle the absurd and aspirational.

‍

_{Xylk Lorena and Fleasayo Olowalaflea of LiFE DESiGN}

‍

‍

Aesthetically Absurd

LiFE DESiGN’s signature aesthetic is unmistakably bold and camp. With in-your-face fonts, bright colors, and of course, the signature “PHiLLIPiNES iS PROUD OF UUU” tagline, these banners celebrate some of the most random moments in pop culture. From Charli XCX winning best dance electronic album and A$AP Rocky being found not guilty to the Filipino word “Gigil” making the Oxford English Dictionary, these banners subvert the pristine world of the elite and injects it with the playfulness of Filipino humor to 1.) spark conversations and 2.) produce joy. But, they accomplish this without making these personalities, brands, or events the butt of the joke - instead it recontextualizes them, juxtaposing them against a backdrop of everyday Filipino life, where they mingle with sari-sari stores, concrete walls, rusty gates, electric posts, power lines, and other banners.

‍

_{LiFE DESiGN banners in Manila (@welife.design)}

‍

‍

More Than Meets The Eye

But LiFE DESiGN goes beyond just its visuals - the philosophy behind them is just as important. The movement doesn’t exist to serve any algorithm. It doesn’t follow or adhere to trends. Hell, it doesn’t even really attempt to go viral as evidenced by the emphasis placed on offline materials (i.e. the banners) rather than the latest social media trends.

‍

And yet, it does. Why? Because in a world saturated with designs, aesthetics, and styles that all share similarities, LiFE DESiGN’s authentic approach is a breath of fresh air. Although ridiculous and absurd, they feel real, unfiltered and full of personality and taste. They’re the opposite of the sanitized, almost-censored content plaguing people’s phones and feeds. 

‍

‍

From The Streets To Your Feed

LiFE DESiGN’s virality starts offline. The banners are installed and posted on weathered walls, gates, and electric posts along busy streets in real residential neighborhoods, not billboards or pop-ups. They’re tangible and physical, content that you can see and experience first-hand. This gives it life - a characteristic that AI-generated, and algorithmic content often lacks. But this local, somewhat grassroots approach isn’t a limitation or a drawback that prevents the movement from thriving in online spaces. In actuality, it carries the same qualities even after being ported from the streets to your feed.

‍

On Instagram, Tiktok, Facebook, or X, these banners circulate like memes - confusing and hilarious all at the same time. Although not particularly deep, their absurdity demands critical thinking and interpretation which fuels engagement online as people participate in conversations that ask “What is this?!”, “Is this real?”, or even “Where is this?!”. People don’t just scroll past LiFE DESiGN; they stop and they stare. 

‍

_{Social Media comments on LiFE DESiGN banners (@welife.design)}

‍

‍

Real, Raw, And Full Of Life

But behind the online chaos lies clarity. LiFE DESiGN isn’t just about bucking trends for the sake of being different or absurd. It’s a juxtaposition, highlighting the contradictions, the comedy, and the class tensions of everyday Filipino life. By placing the names and faces of the elite - like celebrities, luxury fashion designers, institutions - against the raw landscape of life in the Philippines, it celebrates creativity while still raising questions about our assumptions of "high" and "low" culture. They don’t mock; instead they invite those who encounter the banners, whether online or along the crowded streets of Manila, to see the world with all of its contradictions and inconsistencies. 

‍

What LiFE DESiGN is doing, like most art, isn’t just an aesthetic exercise - it’s a medium to send a message. And the message? That genuine content doesn’t need to meet the expectations of a lifeless algorithm. While brands lose their minds over dull and spiritless aesthetics, and profit-driven partnerships that endlessly get boosted to the top of feeds, this movement captures the attention of people all over the world by doing the opposite. They’re unpredictable, local, tangible, and playfully sincere. As a result, it’s pioneering a revolution in storytelling - one that’s raw, genuine, and human.

‍

‍

Breaking Barriers From BGC

And that’s what JG Worldwide does best: storytelling that feels real and authentic. Built around a talented group of creatives from all over the country, the BGC-based creative marketing and advertising agency combines aesthetics with narratives to bring life to your brand. Whether you’re a rising star or a seasoned veteran, JG Worldwide’s Modern Marketing approach streamlines the process - from establishing your presence to strengthening your communities both offline and online. We don’t create generic content that gets lost in the algorithm; we create content that breaks it by transcending codes and programming with genuinely moving storytelling that feels alive and in tune with the world around it.

‍

_{Behind-the-Scenes from SkinGenie’s Summer Campaign Shoot (JG Worldwide)}

‍

‍

_{Behind-the-Scenes from S&J Beauty’s Campaign Shoot (JG Worldwide)}

‍

‍

Find The Future, Escape Your Feed

If you want a better understanding of the future of digital content, don’t look at the hottest TikTok dance or trend - logout, touch some grass, and walk the streets of your neighborhood, you might just encounter a banner that manages to make sense while making no sense at all. Or you can head straight to BGC, and bring your brand to life the JG Worldwide way.

‍