In Photos: Scenes from the At East – Jed Root launch party

Carol Ramoran
In Photos: Scenes from the At East – Jed Root launch party
Creative talent management group founder Jed Root launches his new agency in Manila. Check out Rappler's photos from the event

MANILA, Philippines – The launch of Jed Root’s Manila office signals the dawn of a new era for creative talent in the Philippines.

At East is Root’s first outpost in Southeast Asia following success in New York, London, Paris, Los Angeles, and Tokyo.

To celebrate the opening of the agency and to intoroduce their first roster of talents, Root and his Manila team held a launch party in 71 Gramercy last April 3.

See Rappler’s photos from the event below:

All photos by Jay Ganzon/Rappler

(WATCH: #TalkThursday: Jed Root and Au Mauricio on growing PH talent)

The pioneer roster is composed of 21 talents and includes photographers BJ Pascual, Edric Chen, Jason Quibilan, Johann Bona,Mark Nicdao, Mau Mauricio, MJ Suayan and Shaira Luna. 

Root also signed stylists Angela Alarcon, Daryl Chang, Pam Quinones, Patrick Galang and Suki Salvador and makeup artists Amanda Padilla, Omar Ermita and Xeng Zulueta.

Hairstylists Borge Aloba, Cats del Rosario, Celeste Tuviera and Mark Familara also made it to the roster and fashion filmmaker Samantha Lee completes the list.

At East won’t only be catering to Filipino talent. Root says that he aims to make it his hub in Southeast Asia.

“By establishing our presence in Manila, we will be working with clients and talents in various key cities like Singapore, Jakarta, and also tapping into the demand from Hong Kong and China. Our intention is to create a bridge connecting the East to the West and vice versa, with the objective of championing Asian talents worldwide,” said Root.

During the launch, Enzo Lim of New York’s Maharlika Filipino-Moderno and Jeepney Filipino Gastropub served 6 kinds of drinks that were dedicated to each Jed Root office.

Stylist Pam Quiñones expressed happiness about being included Root’s first roster and shares how her new agent gives priority to their dreams. “We were asked what our goals are. We were asked for something specific so that they know what they can do for us and we were told that they will try to get us there. For me, I don’t want to jinx it but it’s definitely somewhere in Europe and to be able to collaborate with some of the artists there. That, and to really find a way to get back to the reason why I started styling – to be able to more creative shoots, creative portfolio.”

Root is credited for shaping the careers of makeup artists Kevyn Aucoin and Laura Mercier whom he currently represents. He is also working with photographers Michael Thompson, Scott Schuman (also known as The Sartorialist) and makeup artists Dick Paige and Rumiko.

Root’s Southeast Asia hub is founded by a group of investors, different CEO’s in various industries with the common vision of promoting and celebrating creative Filipino talents globally as well as bringing in talent from other countries.

Makeup artist and business strategist Au Mauricio will head the Manila office while interior designers Ivy and Cynthia Almario and Jenny Syquia Skarne sit on the board with other top creative industry leaders around Asia. –


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