Direk Emille Joson is known for rarely casting A-list stars in her independent film projects, as she prefers auditions and discovering fresh faces. However, she made a notable exception during her family-funded church events in Plaridel, Bulacan, particularly at Parokya ni Santiago Apostol.
From Ginoo at Binibining Quingua and Sagalahan to Pistang Bayan 2018 and Harana kay Maria, these celebrations were widely regarded as some of the most star-studded Catholic Church events in Plaridel’s history, with Fr. Dennis Espejo and Fr. Elmer Ignacio both serving as the kura paroko during the Joson Family hermana mayores time.
Direk Emille stepped in after the originally appointed event director became unavailable due to scheduling conflicts. With her sister Dina Joson serving as the main hermana mayores, Direk Emille abandoned the initial concept and pursued a bolder approach—bringing in well-known celebrities by leveraging her industry connections and friends through talent managers and major television networks such as Viva Talent Agency, ABS-CBN, and GMA-7. Direk Joson said:
“Binago ko lahat, lahat ng events na nagawa na ng Munisipyo ng Plaridel, Bulacan—I didn’t do them, kasi hindi naman nila ‘to event eh, it’s a Joson Family’s event exclusively. So nag-iba ako ng route. We wanted our own visual signature, something that will linger forever sa Plarideleño minds, and amazingly, we pulled it off!”
Among the artists who took part were Bangs Garcia, Michelle Vito, Jeric Gonzales, Patrick Garcia, Paul Salas, Aira Bermudez of the SexBomb Girls, Dessa, Dianne Medina-Cruz, Andrew Wollf, and others. In separate events, Joson also featured the Philippine Madrigal Singers and powerhouse ABS-CBN ASAP vocalists Katrina Velarde, Lucas Garcia, John Mark Saga, and Jonalyn Viray. In previous years, Michael Pangilinan was also invited to perform, around 2014, for the Quingua Pageant.
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The visually striking pailaw sa bayan during Pistang Bayan 2018 was designed by Mr. Christian Samson, the older brother of stunning influencer Christine Samson. The event was also attended by prominent church leaders, including Bishop Ted Bacani, Archbishop Socrates Villegas, and more.
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Joson said that while her sister handled the finances and talent fees, persuading them to invite A-list celebrities was initially difficult, especially for Alaga Producers Cooperative board members—a move some viewed as too expensive, but one she firmly stood by.
“Kasi ako lang naman ang hindi nag-Saint James Academy sa family namin, so wala talaga akong kilala na Jamean na ka-heyday ko. Though weirdly kilala nila ako, pero sila hindi ko kilala—except sa mga family ko talaga na nag-aral doon. Kaya ang ginawa ko, I studied the crowd, like how do we wake this people up? Probinsya eh, so doon ko naisip, we need something new. Yung mga celebrity na kilala na talaga ng bawat henerasyon, hindi yung mga makikilala pa lang; dapat tipong sa bibig at mata lang kilala na nila!”
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She said she pitched the idea to her sister despite initial concerns over the cost.
“Sabi nila parang gumagawa daw kami ng Shake, Rattle & Roll at Mano Po casting pero in a donation way kasi libre sa tao, hindi sila magbabayad ng any tickets, pero makikita nila yung talent agad-agad,” she added. “But after a few days, my sister finally said yes. We pushed it through, and in the end, it worked. Tinao talaga simbahan.”
In the end, Joson’s bold decision paid off, drawing larger crowds and renewed interest, particularly from younger audiences. What was once considered a risk proved to be an effective way of bringing the community together, blending faith, culture, and entertainment in a way that resonated with the people of Plaridel, Bulacan.
