Sunnies Digest: Alithea Castillo

Published on February 20, 2025

On this month’s Sunnies Digest, we talk to Alithea (@alithea), director and photographer of @ofbeconimgus about life as a queer Filipina creative in New York.

Alithea wears the Lane in basalt

Tippy in giraffe
Flask in chrome, ganache, burrata and chia

What do you do and how did you get to where you are today?

I’m a director and photographer based in New York working in the fashion & beauty space. When I moved here 8 years ago, I was broke and completely clueless about what I was going to do because I didn’t have any work prospects when I arrived. Fast forward to today, I still find it humbling to find myself where I am and while I jokingly say it’s because of luck, I really chalk it up to hard work, perseverance, and believing in myself wholeheartedly that I’m able to dream as big as I want to and someday achieve it.

What inspired you to pursue a creative career in New York City? And how has your journey shaped your identity as a queer Filipina?

Back in the Philippines, I used to be in Human Resources and BPO. When I got to New York, I was adamant that I'd be in the creative field even without the prior experience. In my first few years here, I was leading social strategy for companies like WME-IMG and Condé Nast but it wasn’t until 3 years ago that I decided to shift gears and focus on directing and photography. My journey has seriously shaped my queer identity (which I’ve proudly worn on my sleeve since I was 12), but being in my current field has made me put my queerness and culture in the forefront of the spaces I’m in.

Can you share a memorable experience or shoot that had a significant impact on you?

I recently directed a short film for the CFDA Awards starring some of the biggest names in Hollywood and it’s probably my most favorite project to date. Spanning 4 months of prep work, I worked on it from top to bottom alongside my partner, Kim. I lead creative direction as well as the editorial social strategy & with about 35-40 people on our team.. It was our biggest production yet. The film was a culmination of a lot of things, but mostly, it made me realize how much I’ve grown as an artist & a director. It also marks the third year since the inception of our company ‘of becoming us’ that I co-founded with Kim.

As the other half of the duo 'of becoming us' what qualities do you think you and Kim Tin share that make you a creative powerhouse?

It’s no easy feat when you decide to work with your significant other. Let alone create a business together, but oddly, I’m more comfortable collaborating with Kim than anyone else. Having worked together for 5 or so years, we realized that having key roles and leaning into our strengths really make for a successful partnership. I mostly handle the creative direction as well as directing and they lead the execution of it all as a cinematographer.

How do you balance your artistic vision when working with well-known brands and personalities?

I’m lucky to have worked with clients that give me full creative freedom or in some cases, I work hand-in-hand with the brand to come up with a storyline that satiates both their vision and mine. Key words are collaboration and communication, it really helps when things are laid out in the open and egos are left at the door so the workflow is seamless.

Alithea wears the Devon in cherry

"It’s been amazing to have been given a platform to dream up things I’ve never thought would be possible for someone who grew up in my hometown of Pampanga.

Alithea wears the Lane in crimson

What's one thing people would be surprised about working at a high-profile event like the New York Fashion Week (NYFW)?

It’s not at all glamorous like how people romanticize it to be. I’ve worked behind-the-scenes for 17 seasons and I can count how many times I’ve sat in the front row because I’m mostly backstage or squatting on the floor at the pit. I used to work up to 18-20 hour days and got virtually zero sleep. Still, the adrenaline of working at NYFW has been my most fulfilling social strategy job and the thrill of working in it can’t be replicated

What's the most challenging part in the creative process of shooting and directing?

I’d say creating a narrative from scratch and storyboarding would be the most challenging yet fulfilling part of the creative process. It’s been amazing to have been given a platform to dream up things I’ve never thought would be possible for someone who grew up in my hometown of Pampanga.

How important is community to you, and how do you connect with other queer creatives?

Coming to NYC by myself & without family, having a community has been everything to me. My friend group is mostly like minded queer/trans BIPOC creatives that I often collaborate with. It’s always about uplifting and supporting my community for me so when I am able to hire QTBIPOC folks into my team, I intentionally prioritize that.

You're also a social strategist. What key skills do you think you need to become a successful one?

Patience and being a sponge to change are probably the best skills you can have when working in social strategy. I started in 2016 and the landscape of social media has changed a lot since then. I do love learning about what makes for a successful social campaign but being chronically online to be on top of trends does take its toll. While I do not do it full time anymore, I am grateful that I got to work in American media when I did.

“Patience and being a sponge to change are probably the best skills you can have when working in social strategy.”

Do you have any quirky rituals, habits, or guilty pleasures (like a movie or snack) that help recharge your creativity?

I love doing home DIYs when I have my downtime, I get to recharge by doing makeovers around our apartment. Case in point, in the past 3 summers I’ve done a bedroom, living room, and kitchen makeover by myself. While it’s usually more work to do it, the creative juices overflow when I’m able to exert all my energy into anything interior design. Which also brings me to my other guilty pleasures which is watching home renovation shows and all the 2000s/90s rom coms you can think of.

When you're not working, what does your ideal day in NYC look like?

New York is the best place to do nothing and everything. I’ve had random days where I’d step onto the train headed to the city with no plans but to walk around and people watch. Lately, I’ve found myself exploring new cafes and interior shops. As well as visiting museums and galleries just to take in more inspiration. At times, I mostly just hang and chill at home because our apartment is really a sanctuary I’ve created and love.