Long before Direk Emille Joson captivated American #MeToo supporters and Hollywood figures with her feminist short film Adivino – a late-blooming breakthrough that cemented her as a bona fide filmmaker globally and turned her into a media sensation – she was once simply known as one of the IT-girl socialite young filmmakers from Plaridel, Bulacan.
An award-winning filmmaker at 19, she was actively co-writing and co-assisting in mainstream soap operas until she left ABS-CBN in 2012 to pursue independent filmmaking. In the years that followed, she shifted her focus toward international agricultural investment initiatives, humanitarian outreach, and church support programs through the Alaga Producers Cooperative in Bulacan, often bringing celebrities to support these events.
But the most memorable of all was the 2017 viral birthday celebration for her late father, Mr. Carlito Joson, the 71st birthday celebration, a former accountant of Solar Entertainment – the company that helped popularize Thalía’s telenovelas and other iconic Mexican soap operas in the Philippines and handling boxing-legend Manny Pacman’s career. The surprise celebration honored their mother’s lineage with a full Mexican-themed event.
The event became truly unforgettable thanks to Emille’s heartfelt speech to her father, which was parodied by stand-up comedians for an entire month and went viral on (X). The night also featured performances by The Bloomfields and a powerful set by music legend Basil Valdez, a long-time idol of their father. Coco Martin was originally slated to be the second surprise guest for Mr. Carlito, but due to his busy schedule with the long-running teleserye Ang Probinsyano, he sent a special video message to Direk Emille’s team instead.
The celebration was a heartfelt gift organized by her older sister, Dina Joson, made possible through Direk Emille’s strong showbiz connections.
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Another iconic celebration that went viral, featuring a star-studded guest list, included Senator Nancy Binay, Dianne Medina, Governor Daniel Fernando, Sunshine Garcia-Castro (wife of Bulacan Vice Governor Alex Castro), and coincided with the birthday of her niece, Joselou Barlan. The event earned praise when her secret crush, young Star Magic actor Markus Paterson, surprised her personally by singing “My Girl.”
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In a premiere night interview, Joson admitted she had no idea people would see her as an IT Girl or her outfits will became a thing on X (former twitter app) plus her speech would become viral. But one thing she clarified only, she’s not that socialite to be tagged as one.
“Hindi naman ako over sosyal, I can eat and go anywhere! Grabe kayo! But thank you! Maybe fashion critics tagging me as one because of my taste? I think taste and style are an organic gift that money cannot buy! Pinaka-mahirap iplease ang fashion police kind of people so thank you! About parties naman, me and my sisters just want to have very entertaining gatherings for our family, and since these are our friends in the industry, thankfully they’re saying yes to us plus their managements, because not everyone gets that beautiful one word from legends. Salamat po for the love, I’m sure my dad is now smiling in heaven!
Joson has always embodied effortless style, and according to her high school and college batchmates, she was already known even then for throwing unforgettable birthday celebrations – proving why she so naturally belongs in the new generation’s of IT Girls.
