When Etihad opened its call for creatives for this year’s Eid Al Etihad celebration, more than 400 applicants sent merchandise concepts inspired by the UAE’s national story. From that national pool, a Filipino illustrator based in Dubai emerged as the only artist from the Philippines to be selected for the official lineup.
Deano Christian Echague, who grew up in Legazpi City and now works as a freelance illustrator and designer, was chosen for the 54th Eid Al Etihad merchandise collection, with his shirt design produced by Etihad and made available across the UAE through Noon and the official Eid Al Etihad website.
Echague, 29, said the idea of representing Filipino creativity on an international stage pushed him to join the initiative. “I was overjoyed, as it was a new accomplishment,” he shared with TGFM. “To have the opportunity to represent Filipinos in the international creative scene has always been a dream I had in mind.”
Etihad launched its merchandise search on September 17, 2025, calling on artists, designers, creative businesses, and manufacturers across the Emirates to submit concepts reflecting the theme of unity and community. Participants were encouraged to treat their proposals not simply as products, but as artistic pieces that spark memory, identity, and a sense of belonging.
The open call forms part of the 54th Eid Al Etihad celebration, which commemorates the moment the UAE came together on December 2, 1971. Applicants not chosen were invited to continue using Eid Al Etihad branding in their public celebrations, with the aim of shaping a nationwide expression of unity throughout the festivities.
Echague first learned about the competition when the announcement circulated on social media. According to him, his entry was submitted after encouragement from his girlfriend. “She was the one who urged me to join,” he said. He also noted that his previous experience producing t-shirt designs for “FOUR FIVE,” a clothing line in Legazpi, gave him confidence to take part.
His shirt concept, titled “Comm-Unity,” was created to highlight shared stories and cultural connections within the UAE’s diverse population. “My design is titled ‘Comm-Unity’ , and its concept revolves around the stories and bonds we have through relationships built with one another,” he explained. The piece includes a graffiti element that reads “United,” a nod to his teenage interest in tagging, and visual elements that pay tribute to Emirati culture and the spirit of UAE National Day.
Echague said living in Dubai has reshaped his outlook as an artist. “Living in Dubai has significantly changed my creative perspective,” he said, pointing to the inspiration he gains from multicultural encounters and everyday interactions. He added that the opportunities in the UAE have allowed him to pursue work he once imagined only as a goal. “Dubai and the UAE have always encouraged artistry and creativity, and now I am lucky to experience their support first-hand,” he said.
Before moving abroad two years ago, Echague worked in government service, but illustration was already central to his life. He recalled joining poster-making contests as a child and developing his craft despite financial challenges. “Illustration has always been part of my being,” he said.
He hopes his achievement encourages more Filipino artists to participate in creative initiatives internationally. “I sincerely hope that more Filipino creatives will share their skills and artistry to the world,” he said. He described Filipino heritage as something that deserves global visibility and urged others to “pursue your passions and it will lead to places we can only dream about.”
Echague is now developing new merchandise for “FOUR FIVE,” with releases planned both in the Philippines and in Dubai. He also aims to collaborate with Filipino creatives through his Dubai-based design studio, Bad Batch Std. “I truly believe that cooperation and collaboration will take the Filipino Creativity to new heights,” he said.
