LLOYD TRONCO
LLOYD TRONCO 2022
LLOYD TRONCO
Showing posts with label Featured. Show all posts
Showing posts with label Featured. Show all posts
Monday, December 6, 2021
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| "Alab ng Sining" at 62 feet high and 40 feet wide, stands as the Philippines' largest abstract painting. |
I am no stranger when it comes to painting large works. In my senior year in high school, just a few weeks shy from graduation, my teacher in Art Appreciation asked me to do a mural which would cover the grandstand of the Philippine Science High School. The mural served as a background to our commencement exercises weeks later.
The eye (and hand) for creating large works also came naturally because I spent my summers helping out in the backyard of our family's outdoor advertising business in Bacolod. Way back then, billboards were not printed but painted. Painters would do lettering and paint figures on Galvanized Iron panels nailed on to wood.
By watching and helping out the painters as a teenager, I was able to see how paint was properly applied and executed. Little did I know that all of these would lead up to the day wherein I could create the Philippines' largest abstract painting.
The painting I created is too big to display in an art gallery, thus I hung it on an EDSA billboard.
The artwork has already been carried in Artplus Magazine, Adobo Magazine, Manila Bulletin, Inquirer, and PeopleAsia.
Although execution for this took a week, preparation for it took months and the ideation for it, years. There was no better time to execute this but on February 2021, right in time for the celebration of the National Arts Month 2021.
Thus, here I was, a Metro Manila-based artist from Negros painting the Philippines' largest abstract painting measuring 62 feet high by 40 feet wide.
The title "Alab ng Sining" speaks about the flame of art which I have always had, even during the days when I was working in an ad agency on non-art related matters.
The work is now displayed on an EDSA billboard located in Mandaluyong City at the corner of EDSA and Ortigas Avenues until March 30, 2021.
The title "Alab ng Sining" speaks about the flame of art which I have always had, even during the days when I was working in an ad agency on non-art related matters.
The work is now displayed on an EDSA billboard located in Mandaluyong City at the corner of EDSA and Ortigas Avenues until March 30, 2021.
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| Negros Island bred but Mandaluyong-based artist, Lloyd Tronco, stands before his work which is the largest abstract artwork in the Philippines. |
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| "Alab ng Sining", 62 feet high by 40 feet wide, lloydtronco 2021 Acrylic on Vinyl |
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| The Philippines' largest abstract artwork is located in Barangay Wack-Wack/Greenhills East, Mandaluyong City. |
byLloyd Tronco
in Advertising, Art, Culture, Design, Featured, Paintings, Reflections
December 06, 2021
How I Painted The Philippines' Largest Abstract Painting
"Alab ng Sining" at 62 feet high and 40 feet wide, stands as the Philippines' largest abstract painting. I am no stranger when...
Friday, July 2, 2021
And just like that, half of the year (2021) has gone,and today is a Friday, so the week has already gone. The sands of time are trickling through the hourglass of our lives and so our prayer is, “Teach us to number our days that we may get a heart of wisdom.” (Psalm 90: 12).
This verse is often treated as if it were a proverb that means, “Life is short, so live wisely.” But in the context of the whole psalm (Psalm 90), it means much more than that. It is a key part of a meditation on God and on living as the people of God.
Psalm 90 allows us to reflect on how good God has been to us with the lens of seeing things from a "cradle to grave" perspective. Amidst all the struggle and strife we have been through in our lives, we can still definitely say, The Heavenly Father has been really good, sustaining us to this very day.
Psalm 90 ends with this:
14
Satisfy us in the morning with your unfailing love,
that we may sing for joy and be glad all our days.
15
Make us glad for as many days as you have afflicted us,
for as many years as we have seen trouble.
16
May your deeds be shown to your servants,
your splendor to their children.
17
May the favor of the Lord our God rest on us;
establish the work of our hands for us—
yes, establish the work of our hands.
Teach Us To Number Our Days
And just like that, half of the year (2021) has gone,and today is a Friday, so the week has already gone. The sands of time are trickling ...
Sunday, April 25, 2021
April 25, 2021. Today is the ninth death anniversary of Bro. Rolando R. Dizon, FSC. Bro. Roly, as he is fondly known by the many who have met him and loved him has always been a person esteemed for the wisdom that would flow out of his mouth. Very articulate in his words, I would always be careful to listen to the nuggets of truth that would be delivered with his well modulated voice.
Bro. Roly, for me was not just the Bro. Roly we commonly know. As it was, Bro. Roly was also my uncle. A cousin of my mother through the Ramos family of Bacolod, Bro. Roly (or Tito Roly when I first met him as a 6 year old) was the first one to welcome me to La Salle Greenhills in 1974.
Through the years and by way of the many occasions Bro. Roly would have the chance to speak, be it at a lectern on an official school occasion or over the dinner table when we had the chance to be at family gatherings, I likened myself to a beggar with cupped hands waiting for his next few lines of wisdom to be handed out.
Yet nothing prepared me for what he would say at the funeral of one of my great aunts in the mid 1990s when he was already based in Bacolod as President of the University of St. La Salle.
At any funeral regardless of who is speaking, we often hear the same thing over and over again, that is how good the person was throughout his or her lifetime, or even how Christ-like he or she was.
What Bro. Roly said about my great aunt that morning totally changed the way I started living and gave me a good mental picture of what to aim for. In today's business-speak, it was as if he had outlined a KPI (Key Performance Indicator) for goodness.
In reference to my late great aunt, Rachel C. Estrebillo, Bro. Roly said, "Rachel was a person who enriched the life of others". When I heard that, it struck me so deep that it made me realize that it's not just all about being a good person, but really being good and making impact to enrich the lives of the people around us.
I'm sure we all know of people who may not be rich in the way the world measures financial wealth. Yet they are the people who bring more than wealth into our lives and by doing so enrich us in a way deeper than what money could bring.
From then on, I have always borne this in my mind. "How could I enrich the life of this person?".
As a husband I ask myself, "How could I enrich the life of my wife today?".
As a parent, I ask myself, "How could I enrich the life of my kids today?".
As a friend, I ask myself, "How could I enrich the life of my friend today?".
As a newly introduced acquaintance, I ask myself, "How could I enrich the life of this person today?".
That was how Bro. Roly impacted me. I hope that this has enriched your life too.
God bless you, reader. Have a great Sunday!
byLloyd Tronco
in Culture, Family, Featured, Miscellaneous, Musings, Reflections, Stories
April 25, 2021
What Bro. Roly Dizon said at a funeral totally changed the way I started living
April 25, 2021. Today is the ninth death anniversary of Bro. Rolando R. Dizon, FSC. Bro. Roly, as he is fondly known by the many who hav...
Sunday, March 14, 2021
MAKATI, Philippines, March 14, 2021 — As we hit the anniversary of the declaration of the Enhanced Community Quarantine, I look back at what transpired in the last 12 months. To say that the Coronavirus, more aptly called nowadays as COVID-19, has changed the way we live is an understatement.
It is clear that we are not really going back to the way we used to live before. As we’ve often heard it, the New Normal has come. The time when we could freely crowd a mall, a government office, a restaurant, or attend a seminar/event is gone. Even with the vaccine in sight and within reach, at least for other countries, it will be hard for us to resume the old patterns of living, traveling, and even celebrating.
Such behavior has impacted the industry that I am in. I come from the outdoor advertising industry. In the past, this field was commonly referred to as billboard advertising. Today this industry and the medium it literally banners is known as Out-of-Home media or OOH. Much like the travel industry, OOH media has really taken a big hit because of COVID-19. Out-of-Home media thrives on the premise that 94% of the Filipino population is outside of their home at least once within their day.
Being out-of-home makes the perfect case for us who are in the OOH industry to erect billboards, posters, and LED signs, in order to convey the advertisers’ message to the commuters and pedestrians in the course of their daily activity.
When the Enhanced Community Quarantine was declared in March 2020, the metropolis suddenly became a ghost town. Suddenly, the need to view the billboards on EDSA or SLEX, and the lightboxes on Ayala Avenue or in the malls became irrelevant. This predicament obviously made the business I had started and operated for the past 15 years slide.
Like all other businesses which have been greatly affected by COVID-19 and the quarantine, I would say that I valiantly tried to keep things up for as long as I could. In the time that there were no billboard bookings and the advertisers pulled back their budgets, the upbringing instilled by my late father, who taught me practicality and mental fortitude was undoubtedly put to the test. As I’m writing this, I’m thinking that other entrepreneurs, most especially the men would agree with this, that COVID-19 has brought out the best in us despite the mental strain. And that strain is different especially if one is the head of the family, for therein lies the responsibility to provide that hedge of protection over the wife and the children.
There are times though when courage is best displayed not by fighting on, but by surrendering. So by September 2020, I made the decision to finally close the business I had started from the time I left my employment in McCann-Erickson in 2005. In my mind, fifteen years for me was a good run. It was not an easy run. There were many hardships in between especially with government regulation perennially at the throat of the billboard industry.
With hardly any advertisers making bookings on billboards, I had to tell my staff that we would be closing shop. It was sad, but it made us all realize that no matter what,God’s sovereign hand was guiding us in everything. Finding out what would be next to do had to take some time. However, one of the things I have really wanted to do was be a full-time artist. I’ve never had the chance to be that given the frenetic pace of the advertising world. I also believe that I am not alone among advertising peers who wish to break free and just do art.
Throughout the quarantine period, we’ve heard a lot of talk about innovation and reinventing ourselves. That holds true for me as well. I had to dig into what I really love doing. The long and short of it is that I love to write and I love to paint. As a child, I used to draw and color a lot. I hung around a lot of artists and visited galleries. My late father even gave me the opportunity to go sketching with the late National Artist Cesar Legaspi.
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| My 7 year old self sketching with the late National Artist Cesar Legaspi in Bacolod City, 1975. |
Recently, I painted the largest abstract painting in the Philippines, entitled “Alab ng Sining” (Blaze of Art), a poignant reminder for me to stoke the flames of art. The size is 62 feet high by 40 feet wide. The total surface area is 230 square meters, which is about the size of a regular subdivision lot. It is too big to hang in a gallery so I hung it on an EDSA billboard.
IN FOCUS : My artwork, “Alab ng Sining” which is the largest abstract painting in the Philippines.
This is where my profession as an advertising guy meets my artistic self as a painter and artist.
Despite the loss of my business, I am finally finding myself, and the purpose for which I was cut out for. This for me is the silver lining of the pandemic — that things slowed down enough for me to reassess what I really need to do. As what the Generation X hero, Ferris Bueller said, “Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.”
So going back to innovation and reinvention, sometimes the personal “innovation” or “reinvention” we need is nothing really new. Most of us need to just go back and RECAPTURE the vision of our best selves — that person we were supposed to be before the cares of this world took us down a different path.
Link to PeopleAsia Article
byLloyd Tronco
in Advertising, Art, Business, Failures, Featured, Paintings, Reflections
March 14, 2021
How I Lost My Business…But Found Myself Along The Way
MAKATI, Philippines, March 14, 2021 — As we hit the anniversary of the declaration of the Enhanced Community Quarantine, I look back at ...
Friday, June 28, 2019
While most people know me as coming from Negros, I was actually born in Manila. Sometime in the mid-1970s, my late dad gave up his advertising and graphic design business in Makati to move me and my mother to Bacolod City.
This is what brought us here. I have ceased to question whether the move was right or wrong. In the end, the entire sequence of events from 1975 when I moved from La Salle Greenhills to La Salle Bacolod (in the middle of the schoolyear!) to the time my dad passed away in 1985, is what shaped me to become the person I am today.
These are the fields where I meet my 7 year old self. The little boy
who would always tag along with his father and try to shoot birds with a
slingshot, chew fresh sugarcane every visit, be fascinated with farm
machinery which I would endlessly draw sketches of on my Grade 1 pad
when I was in school.
These are the fields where to this day, old farm folk could still speak of how kind my father was to them and how efficiently he managed both the people and the farm as a whole. Stories of which I am grateful for, for these are stories which reinforce what have already been passed on directly by my dad as teaching or admonition to a young boy.
These are the fields which have made me remember what the writer of Ecclesiastes has said, To every thing there is a season, and a time to every purpose under the heaven: A time to be born, and a time to die; a time to plant, and a time to pluck up that which is planted.
These are the fields where I meet myself - be it the young boy or who I am today. And the most interesting part, is that this road, the Road to the "Fields of Memories" could also be the same road to the future.
These are the fields where to this day, old farm folk could still speak of how kind my father was to them and how efficiently he managed both the people and the farm as a whole. Stories of which I am grateful for, for these are stories which reinforce what have already been passed on directly by my dad as teaching or admonition to a young boy.
These are the fields which have made me remember what the writer of Ecclesiastes has said, To every thing there is a season, and a time to every purpose under the heaven: A time to be born, and a time to die; a time to plant, and a time to pluck up that which is planted.
These are the fields where I meet myself - be it the young boy or who I am today. And the most interesting part, is that this road, the Road to the "Fields of Memories" could also be the same road to the future.
The Road to the Fields of Memories.
While most people know me as coming from Negros, I was actually born in Manila. Sometime in the mid-1970s, my late dad gave up his adve...
Monday, January 19, 2015
byLloyd Tronco
in Advertising, Digital Marketing, Entrepreneurship, Featured, McCann
January 19, 2015
About Lloyd Tronco
Certified Digital Marketer. Advertising Executive. Media Strategist. Ex-McCann-Erickson Philippines. Main media competencies : Out-Of-H...
Wednesday, April 27, 2005
My former seatmate, UniversalMcCann AVP, Josette Feliciano, proudly exclaimed that she now regularly took the time to watch the sun set. "And, with coffee in hand!", she added triumphantly while raising her mug. Yes, sunset fever has slowly creeped into the afternoon (or shall we say 'early evening') routine of my former colleagues.
If ever you find yourself pausing at the end of the day to watch sunsets, I will grant you every right to blame the habit on this blog.
Sunset Fever
I visited the agency today to download into the company issued laptop I had left, the remaining files I had promised the Outdoor Media tea...
Saturday, April 16, 2005
Lloyd Tronco. Certified Digital Marketer. Advertising Executive. Media Strategist. Ex-McCann-Erickson Philippines. Main media competencies : Out-Of-Home (billboards, transit, etc.), Digital (social media, websites, interactive place-based channels, etc.). Painting. Photography.
Opening Shot
Lloyd Tronco. Certified Digital Marketer. Advertising Executive. Media Strategist. Ex-McCann-Erickson Philippines. Main media compete...
Saturday, April 9, 2005
At the time I signified that I wanted to resign, there were no clear plans as to what I’d do next. My boss, Venus Navalta, asked me, “What are you going to do?”. I politely replied, “I don’t know”. I just knew deep down inside that the time had come for me to move on. I added that “there could be other things to do which are not related to advertising…I could go into sugar trading…” (See my future blog on “Sugar and other Negros Stories”).
The day I notified management of my decision to resign (which was three weeks ago), I felt like a parallel on a larger scale was also going on. While locally, it meant that I was letting go of my stripes as Out-Of-Home Media Strategist at UniversalMcCann, a shakeup was simultaneously going on at the global level. Robin Kent, the Chief Executive Officer of UniversalMcCann had also relinquished his position paving the way for another fellow, Murray Dudgeon, to step in as CEO on an interim basis.
On my last day at work, I made it a point to watch the sunset from my desk. Working in McCann allows the employees an exhilarating view of the sun setting at Manila bay. Watching God paint the sky with vibrant colors is really a delight. Unfortunately, people at the agency usually miss this. For close to four years of working in McCann, I have seen that generally, people are still abuzz with work at this time of day. Not too many people take the time to watch the sun set. I know this first hand. I've missed many sunsets despite the grandiose view I have at the 33rd Floor of GT Tower. Missing the sunset from GT Tower...it's quite like having front row seats to a Diana Krall concert with earplugs on.
The sun set at 6:05 p.m. yesterday. In the background, the applause from millions of people at the Vatican who had bid their last farewell to Pope John Paul II. My colleagues at work were actually fixated on the ongoing ceremonies at the Vatican funeral as aired via CNN while I,...I hate to say this, but I was quietly having a funeral of sorts on my own laying to rest close to 4 wonderful years of working with the country's leading ad agency. Lest this statement be misconstrued, the McCann years were among the best in my life. I just had to lay it to rest in order to eagerly await the new things about to come.
After the sunset episode, the highlight of the day was yet to be expected. It took me only 15 minutes to get home from from GT Tower via the Makati-Mandaluyong bridge. I didn't bother to park the car in the garage anymore. I just left it at the curb. I got down, ran to our front door where my wife was waiting. I hugged her. Hugged her long. Hugged her with eyes getting moist. Hugged her with the knowledge that this episode in my life had finally come to a close. Hugged her knowing that the next chapter will be more exciting for us as a couple and as a family as well.
At that point, the day finally ended.
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April 9, 2005...a day before I turn 37. Yesterday, I spent my last day working for the advertising giant, McCann-Erickson Philippines. I...
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