Hit Productions’ New Leaders Build the Audio and Video Production House of the Future
This 2026, Hit Productions turned 35—a milestone few audio and video production studios ever reach.
But for CEO and Managing Partner Vic Icasas, it’s no time to rest: "The industry is changing like no other time before, and while our long history and legacy bring us historical perspective, it's all about the future. We need to reinvent and adapt to yet another sea change in how brands and agencies produce compelling advertising.
“One thing Hit has always been able to pull off is to come out of disruption even stronger.”
Spearheading a client-first evolution from the inside out
Hit Productions has always evolved with the advertising industry. Through the decades, it grew from a recording studio into a production juggernaut for music & audio, video, and localization. Now the production studio turns its gaze inward, transforming how it collaborates with brand and agency partners.
“We have always been good at the work itself,” Chief Finance Officer Edith Humirang explains. “What we needed to build was the structure that makes it easier for clients to work with us, and easier for us to serve them well across everything they bring to us. Formalizing our Creative, Technology, and Commercial departments is our response to that.”
With a new slate of Creative, Technology, and Commercial leaders, Hit Productions anticipates emerging client needs while taking the audio and video production experience to the next level.
Betting on creative judgment with an Executive Creative Director
Arnold Buena’s recent appointment as Executive Creative Director (ECD) was only the first move. With wins from Cannes Lions, Spikes Asia, YouTube Works, and Kidlat Awards lining the shelves, no one doubts the prolific composer’s creative standards.
As the production studio's creative North Star, Buena sets the creative vision and quality bar across everything Hit Productions makes. That includes how the team wields Artificial Intelligence (AI): pushing the boundaries of audio and video production, while safeguarding the human soul that gives Hit Productions its pulse.
In Icasas’ words: “By having an ECD seat, this is us betting on creative judgment.”
Pioneering change with a Technology & Innovation Lead
Tara Lim takes charge as Hit Productions’ first Technology & Innovation Lead. She spent 15 years as a sound engineer, managing a high volume of fast-paced audio post-production work. It got her thinking: how can tech lighten the load?
In 2023, she found her calling with the audio and video production studio’s AI taskforce. Icasas recalls: “Even back then, we were already bringing in directors, ethicists, lawyers, and talent to share their thoughts on how the emergence of AI in the advertising world would shape our business.”
Lim was integral then, and even more so now. Her team continues to study AI, streamline workflows, and upskill the whole organization on the latest tools.
“The guiding manifesto is to use AI and automation wherever appropriate, as long as it enhances our ability to deliver creative output that is undeniably human at its core,” Icasas says.
“You still need human expertise to know if the answers AI gives you are right or wrong,” Chairman and Founding Partner Dennis Cham notes. “AI in the hands of a fool will only magnify his foolishness.”
Thanks to the team’s proactive exploration, Hit Productions has become a go-to thought leader on the topic. Brands and agencies alike invite the production studio to lead discussions on responsible AI integration while keeping human creativity at its heart.
“Clients, both longtime and prospective, can bank on us as the production partner that stays abreast of how the technology is evolving, while bringing a careful and considered approach that best safeguards their brand,” Icasas reassures.
Tara Lim, Technology & Innovation Lead and Arnold Buena, Executive Creative Director
Source: Hit Productions
Bridging creative production strategy to execution with a new Commercial Team
A four-woman powerhouse leads the newly minted Commercial team, intentionally pairing brand- and agency-side veterans with homegrown client services experts.
“We sought to bring aboard talent with agency or advertiser-side experience, to give us a better perspective on what the industry is looking for and where it's going,” Icasas explains. “This will allow us to bring perspective as a true production partner to brands and agencies, and not just a supplier or vendor.”
Hit Productions’ Commercial Team Leads: Ana Cadeliña, Nicole Miller, Japs Concepcion, and Lea Lardizabal
Source: Hit Productions
Together, these leads shape a more cohesive client journey from production strategy and planning through execution:
Head of Marketing & Strategy Nicole Miller translates 14 years of brand-building expertise into crafting sonic branding and production strategies. Having steered notable, award-winning campaigns across Mondelez, Del Monte, Shopee, and Ace Saatchi & Saatchi, she equips Hit Productions to be a creative production partner that speaks the language of both brands and agencies—showcasing the studio’s fullest capabilities while ensuring a brand’s vision and business objectives are protected from concept to final output.
Head of Business Development Ana Cadeliña brings 11 years of agency account and project management experience to Hit Productions’ expanding client portfolio. Having held senior roles at McCann Worldgroup Philippines, BBDO Guerrero, and PC&V Communications, she deeply understands what brands and agencies need—elevating how Hit engages new partners and helping clients unlock greater value across every production opportunity.
Sales Lead Lea Lardizabal channels 10 years of project costing and voice casting into the creative production studio’s pricing strategy. Combining technical production knowledge with sharp commercial instincts, she strikes the sweet spot between client budget and project feasibility.
Accounts Lead Japs Concepcion has worn many hats across her 7-year career in production, making her fluent in business and creative needs. Previously handling client and account management, sales, voice casting, production, and even localization writing, she is adept at finding the right solutions and nurturing long-term client relationships.
With the Commercial team in place, Humirang foresees the immediate benefit for brands and agencies: "Having dedicated Business Development, Marketing, Sales, and Accounts leadership means our clients are no longer working with whoever is available. They are working with people who have made it their specific responsibility to understand the client's business and deliver results.”
Raising the bar for audio and video production studio partnerships
By unifying six dedicated leads across Creative, Tech, and Commercial into an integrated production ecosystem, Hit Productions actively dismantles the operational friction that so often plagues traditional pipelines.
“Things just move faster and cleaner,” Humirang explains. “A client does not have to repeat the brief three times to three different people. We have seen enough projects where budget slips not because the work is expensive, but because something got lost in translation between teams.
“Having Creative, Technology, and Commercial working together from the very first brief means we catch those gaps early before they cost anyone time or money. That integration is the real value for our clients.”
As Hit Productions enters this new era of shifting client needs, it’s not simply keeping up with the latest tech or industry trends. It continues to evolve alongside its partners with an Executive Creative Director championing human creativity, a Technology & Innovation Lead pioneering change, and a Commercial Team advocating for the client’s vision from start to finish.
Ultimately, the audio and video production studio sets a new benchmark for what a truly seamless production partnership can be.
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