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David Christopher Callejo Cruz (born December 15, 1983) (popularly known as "Dax" or "Dax Cruz", also known as "David Cruz") is a digital media artist based in the Philippines.

Early History

Dax was born in Zamboanga City, Philippines, to Danilo S. Cruz Sr., then an electronics technician, and Leticia C. Cruz, an English literature professor. Dax is the youngest of four children. The eldest, Danilo Jr., is a network engineer, while the second, Darwin, is an architect and interior designer, both based in Singapore. His sister, Dianna, works with Cafe Mollinari Philippines, a chain of coffee shops primarily based in Metro Manila. All of the Cruz children has experience in photography, with Dax the only one involved with motion pictures.

Dax completed his primary education at Claret High School in Zamboanga City. During this time, his father brought home a self-assembled 386DX computer, which started his interest with computers at an early age. Later, he would acquire a Macintosh SE that came from a family friend.

After his stint at Claret, he attended secondary school at Ateneo de Zamboanga University. When he was in his sophomore year, Dax and his one-time rival, Clinton Go, teamed up to create a PowerPoint presentation for the first computer competition in Ateneo. They ended up winning first place, beating the seniors. This gained him some respect in school which resulted in the bullies never touching him since they rely on him for their computer-based homeworks. It was also during this time he started working on HTML and Adobe Photoshop.

Failing his senior year in Ateneo, he was retook his failed seniors' subjects at Mercedes National High School (also known as MNHS), a public school located 13 kms. away from the city. During this time, he had an eye-opener regarding the true situation of public schools in his country. This would become his cause later in life: Improve the Public Education situation in the country.

Career at Imacron

After leaving school, he flew to Manila and began editing some of her sister's video homeworks (She was finishing her thesis at the time.) He was also doing 3D graphics work for his second brother's architectural firm, and also began accepting computer graphics jobs from other clients as well.

A few months later, a friend of his sister got him to apply at Imacron, a local video production firm. Initially working as a web/graphics designer, later he took on the challenge of creating an audio-visual presentation (AVP) for the multinational firm Philippine Auto Components (PAC). From that point many projects came his way, both corporate and non-corporate (i.e. weddings, birthdays, etc.)

Additionally, Dax became the onsite (same-day) editor, creating videos of weddings in a span of a few hours. From traditional linear , to non-linear time-shifted style of editing, the evolution of his skills can be seen as every client has a different kind of editing.

By the end of 2005, He made it clear to the management that the way for the company to move forward is to do a very risky investment: transition to High Definition (HD). During this time, the company acquired two cameras and a PowerMac G5 workstation to start the change. At the same time, the management started video editing "outsourcing": videos from USA will be edited in the Philippines then sent back.

The Imacron Management Conflict

By 2006, the company evolution began to take shape, however a rift between Dax and the management began.

Maria Monica Penelope Reyes Velasco, the wife of Imacron owner Vergel "Dominic" Hizon Velasco, established "Stairway Photography" to compete in the sub PHP50,000 video market. Though the establishment of this new company seemed smooth, certain issues appeared:

Stairway was created to compete in the sub PHP50,000 video production market, yet it utilizes the resources and people of the larger company, Imacron.
Dax worked for Imacron and Stairway Photography, yet wasn't paid for tasks in regards to Stairway.
Frequent changes are being made in terms of prices and collaterals, and it looks like Stairway seems to be a poorly planned business operation.

When the management was questioned by Dax regarding these issues, the management replied that they will take the matter seriously and look at possible solution to the problem.

Weeks later, Dax was given a letter, containing charges of insubordination and "causing displeasure towards a client", and to evacuate the premises within the day. Two other employees were fired, due to affiliation with Dax.

Though there were plans to file charges against Imacron, these were later dropped "and just let karma take its course."

Dax and the International Clients

After Imacron, he went to do freelance work for other wedding and advertising companies. His clients include Taiwan's ViewSonic, P&G Asia Pacific and Brown-Forman Corporation, known for their line of Jack Daniel's products. He also created works for Kobe Bryant's Manila visit, The Mayoral Inauguration of Hon. JV Ejercito of San Juan City, Philippines and the Royal Dutch Shell Philippines' Crystal Awards.

@@ Line 17: / Line 17: @@
 == Career at Imacron ==
-After leaving school, he flew to Manila and began editing some of her sister's video homeworks (She was finishing her thesis at the time.) He was also doing 3D graphics work for his second brother's architectural firm, and laso began accepting computer graphic jobs from other clients as well.
+After leaving school, he flew to Manila and began editing some of her sister's video homeworks (She was finishing her thesis at the time.) He was also doing 3D graphics work for his second brother's architectural firm, and also began accepting computer graphics jobs from other clients as well.
 A few months later, a friend of his sister got him to apply at Imacron, a local video production firm. Initially working as a web/graphics designer, later he took on the challenge of creating an audio-visual presentation (AVP) for the multinational firm Philippine Auto Components (PAC). From that point many projects came his way, both corporate and non-corporate (i.e. weddings, birthdays, etc.)
-Additionally, Dax became the onsite (same-day) editor, creating videos of weddings in a span of a few hours. From traditional linear , to non-linear time-shifted style of editing, the evolution of his skills can be seen as every client is a different kind of editing.
+Additionally, Dax became the onsite (same-day) editor, creating videos of weddings in a span of a few hours. From traditional linear , to non-linear time-shifted style of editing, the evolution of his skills can be seen as every client has a different kind of editing.
 By the end of 2005, He made it clear to the management that the way for the company to move forward is to do a very risky investment: transition to [[High Definition]] (HD). During this time, the company acquired two cameras and a [[PowerMac G5]] workstation to start the change. At the same time, the management started video editing "outsourcing":  videos from  USA will be edited in the Philippines then sent back.