Cholo is one of the most seasoned directors in the Asian region today with more than 3 decades of experience. A product of the U.P. and NYU, He started by directing TV commercials, but also broke into Philippine Cinema writing and directing "Nasaan Ka Man" his first feature film which swept the FAMAS AWARDS (Filipino Academy of Movie Arts and Sciences) 2006 including best picture, best original story and best director.

In 2008, he co-founded ORIGIN8 MEDIA, a movie-making company committed to creating films that are meaningful and commercially viable. Together, they produced and distributed a number of successful indie classics.

In 2011, he joined !GUNG HO films Manila and served them as media content development head.

Today, he continues to be an independent filmmaker producing quality content for brands and digital media networks in his own workshop, the Laurel street creative lab. He also teaches Film at the School of Design and Arts, De la Salle, College of St. Benilde and The Meridian international MiNT College of Arts.

When taking a break, he does street photography and has a vast collection of unpublished fine works. His 1999 series, STiLL, was acquired by and exhibited at the National Museum of the Philippines in 2015.

He also runs a small B&B in the countryside and aspires to be a successful farmer one day.