Cholo is one of the most seasoned directors in the Asian region today with more than a decade serving Manila and the rest of Southeast Asia. Aside from directing TV commercials, he also broke into Philippine cinema co-writing and directing "Nasaan Ka Man" his first feature film which swept the 2005 Filipino Academy of Movie Arts and Sciences (FAMAS) awards for Best Story, Screenplay, Picture and Director , an award which the Gawad Tanglaw ng Lahi also gave him for the same film.

In 2008, he co-founded ORIGIN8 MEDIA, a movie-making company committed to creating films that are meaningful as they are commercially viable.

In December 2011, he joined !GUNG HO films Manila and served them as in-house director/ video content development head.

Today, he continues to be an independent director and storyteller working with the best production companies and creatives in the region.

When taking a break, he travels with his camera and journal.