By: Zabrina Hong
The Institute of Communication (ICOMM) at Colegio de San Juan de Letran - Manila announces a significant accomplishment: two of its entries, Our Mother and Shining, Shimmering… Splendid?, was named among the Top 10 finalists in The Philippine STAR and Robinsons Malls' Sine-KaLIKHAsan Film Competition, while A Hit is Not a Gambit earned the Best Student Public Service TV Ad award at the 46th Catholic Mass Media Awards. Photo Courtesy: Earl Justin Cruz and Carlo Gula.
On Monday, October 28, the Institute of Communication (ICOMM) at Colegio de San Juan de Letran - Manila celebrated a remarkable showcase of creativity and talent. Their entries “shining, shimmering, ...splendid?” and “Our Mother” earned spots in the Top 10 Finalists of the Sine-KaLIKHAsan Film Competition, showcasing students’ innovative storytelling abilities. Additionally, the project “A Hit is Not A Gambit” garnered the esteemed Best Student Public Service TV Ad award at the 46th Catholic Mass Media Awards. These accolades reflect the Institute’s commitment to excellence, highlighting the transformative power of media in driving social change and inspiring social responsibility.
In the words of Asst. Prof. Manuel O. Dasig, Jr., PhD., CST, chairperson of ICOMM, “ICOMM has a storied legacy.” Throughout its history, the institute has consistently won awards, and despite facing challenges in recent years, the effort to revive the institute is a testament to a strong commitment in restoring its vibrant glory. By participating in competitions featuring entries that are a mix of creativity, critical-thinking and purpose - areas in which ICOMM shines - students are not only able to represent the Colegio but also gain valuable exposure to the industry they aspire to be in.
The Winning Narratives
With over 200 entries nationwide for the Sine-KaLIKHAsan: A Sustainable Short Film Competition of The Philippine STAR and Robinsons Malls, a unique green screen film initiative with the goal of creating a sustainable future, “shining, shimmering, ...splendid?” by Sandbox Productions and “Our Mother” by Blanket Productions, made it to the Top 10 Finalists.
The short science fiction film “shining, shimmering, ...splendid?” poses the possibility of the future of marine life in relation to human consumption. Based on recent studies, the film presents a stark reality: we are approaching a complete collapse of ocean life in 2048, and by 2050, plastic is about to outweigh fish in the ocean; underscoring the urgent need for change.
“I believe the inspirations that we got came from our lived experiences and our fears that might happen in the future. We hope that by creating this now, we can encourage others to take action,” said Earl Justin Cruz, the director, writer, and editor of the film.
Another entry of ICOMM titled “Our Mother” is a short experimental film that confronts humanity’s destructive relationship with nature. It boldly critiques how people use religions and deities as tools to fulfill their selfish desires. Through its evocative imagery and thought-provoking narrative, its viewers are almost inevitably led to reflect on the pressing issue of climate change, and the word ‘reverence’ seems to be a worthy subject to ponder on.
“Other than the message I want to convey, I want to provide myself and my friends with the experience of creating films [that allow us] to express ourselves without borders or boundaries,” Carlo Gula, the director, writer, and editor of Our Mother, shared.
While on the prestigious stage of the 46th Catholic Mass Media Awards, which recognize and honor the excellence in media that uplifts, enlightens, and enriches communities, another entry from ICOMM titled “A Hit is Not A Gambit” triumphed, winning the Best Student Public Service TV Ad award. It is a rallying cry to end corporal punishment; a practice of physically punishing someone, usually by hitting or spanking, as a way to discipline. Aiming to raise awareness among parents and the public, the Public Service Announcement (PSA), through TV Ad, challenged the stigma surrounding the concept of abuse and violence as a way to discipline a child; emphasizing that such methods only lead to deep lasting traumas. With this advocacy in mind, the entry clearly promotes effective parenting and open conversations as the foundation for helping children thrive.
“This campaign is personal to me, as I grew up with a strict father who used different items (belt, walis tingting, and kahoy) to discipline me. This experience caused me trauma, and my relationship with my father became distant. This experience pushed me to share it with the team because this issue needs to be addressed—causing children trauma and leading to other possible behavioral changes,” John Stephen Catipol, the actor in the TV Ad, expressed.
Off-Screen Realities
As with any other championing story, mountains were climbed and battles were fought. Letranites did pray, but blood, sweat, and tears were shed in pursuit of recognition. In the lens of filmmaking, limited time and financial resources are the biggest challenges creatives face. While it’s no secret that artists in the Philippines are still gravely unappreciated and often underpaid, aspiring filmmakers continue to create films that serve as their battleground in the unfair world of media, amplifying this status quo and other issues that call for a conversation and action.
“While most Filipino parents use corporal punishment as a form of discipline, it is hard to think of how to encourage them and how to convince them with its message to stand out, evoke emotions, and lead them to reflect on their daily habits. Additionally, this topic is something I fear sharing because it is still a debatable topic here in our country, and it might get some backlash from parents who use corporal punishment,” John Catipol shared his thoughts and worries in making the Hit is Not A Gambit.
“We only have a day to shoot din since we still have classes to attend kinabukasan, kaya talagang kailangan mabilis lang ang kilos,” Earl Cruz revealed in creating shining, shimmering, …splendid?
“Walang support when it comes to financial. Kailangan ng budget. Nahirapan kami sa pera, sa budget.” Carlo Gula pointed out in producing the entry Our Mother.
“We all know for a fact that Colegio is in a dire financial state - this is a challenge for us now. It’s not only exclusive to Letran. It’s a problem for other schools too. It’s what the real world dictates us. In making movies, especially in independent films, they rely not only on the producers, they source out financial assistance,” Dr. Dasig, Jr. mentioned in an interview about the challenges particularly in finance.
“It’s all about moral support. Kami, as part of ICOMM, we trust the students. We encourage them. Pagdating sa competition, sobrang hands-on. Kasi iniiwasan natin ‘yung half-baked na submission. Saka tinuturo namin sa mga bata, makuha mo man ang award o hindi at least you did your best… natuto ka along the way,” Instr. Jonathan Rivera, a management staff of ICOMM, highlighted.
Support comes in many forms - this is something everyone can agree on. While Colegio struggles financially, a lack of guidance seems to be in no faculty member’s vocabulary. The professors serve as a crucial link for students, informing them about competitions and giving them a taste of the industry awaiting them. By having students create capstone productions, which double as competition entries, both teachers and students benefit - hitting two birds with one stone.
“I remember Instr. Prof. Eric N. Awi, Dean of College of Liberal Arts and Sciences, told us to bring people from the industry to the class to share their knowledge to the students and to us [faculty members]; [this] helps students of ICOMM develop and enhance skills so that they can join competition and make sure that the entries are more than competitive but transformative,” Dr. Dasig, Jr. shared.
“The trust and moral support of our advisers—Dr. Manuel Dasig for “A Hit is Not a Gambit” and Mr. Wiljay Posas for “shining, shimmering, …splendid?”—was invaluable. They provided feedback and continuously motivated us in our craft. Hopefully, soon enough, the Colegio can help fund our projects (especially our short films) kasi medyo magastos din. Imagine the quality of student outputs if they were well-budgeted and supported by the school financially, ‘di ba?” Earl Cruz expressed.
“Having their support and encouragement meant a lot, particularly when facing challenges, and it showed how much having dedicated mentors by our side matters,” John Catipol added.
“Sir Wiljay Posas and Sir Jonathan Rivera, also made efforts in finding transportation support from the Colegio so we can go to Robinson’s Galleria - the venue of the awarding ceremony,” said Francesca Manimbo, cinematographer of shining, shimmering, …splendid?
“When it comes to paper, mabilis lang ang proseso. Tinulungan kami ni Dr. Dasig at Sir Jona. However, ‘yun lang talaga… financial [support] lang talaga kailangan namin sa pag-produce ng film,” Carlo Gula stated.
There is no question about the dedication and effort that professors put into supporting their students. They are truly the heart that keeps ICOMM alive for years, despite its financial obstacles.
As ICOMM students ascend peaks, they bring with them the learning gained from their journey - creation to achievement - going down the mountain of experience. Understanding what it means to create and discovering deeper significance that comes with their purpose and passion - their works hold reason delivering impactful messages, reflecting the core of what they create - a story that is truly worth telling.
“Isa sa mga naging practice namin ay mag-enjoy lang sa process. In the long run, mas masarap alalahanin ‘yung experience kaysa sa awards. It’s the learning experience naman that is important kasi mas natututo tayo, bonus na lang talaga ‘yung recognitions,” said Earl Cruz.
“For the TV ad [A Hit is Not A Gambit], it taught me to tell a powerful story with just a few seconds, grabbing the attention of viewers and showing why this issue affects children. It was a challenge for me, but it helped me see how important it is to get straight to the point. It was also hard to balance facts with storytelling in a sci-fi and drama genre. With all of these realizations, it made me realize how powerful media can be in creating positive change,” John Catipol shared.
“Never let your imagination die. Dapat lagi tayo nag-i-imagine. As part of this digital generation, lagi tayo nag-co-consume, lagi tayo stimulated. Why not take a break? Huminga ka. Imagine things,” Carlo Gula added.
While exploring the ingredients that have led ICOMM to win multiple awards, Dr. Dasig, Jr. made it clear that there is no single formula for success. Instead, it is the students’ ability to let their creativity flow as they pitch their concepts in class, along with professors occasionally inviting industry colleagues to evaluate and provide feedback, that contributes to producing strong outputs. However, a guarantee of winning never exists.
“It’s an equal playing field. Winning or not winning… that fact that you are selected is a great thing, is one thing; it’s part of the credentials that you need in the industry. Contacts are very important. It works both ways. There’s no secret to winning competitions,” Dr. Dasig, Jr. stated.
Cinematic Possibilities
Rising above the struggles in filmmaking, the saying “hard work always pays off” rings truer than ever. The recognition earned transcends the awards themselves; it is the powerful messages and advocacy embedded in the films that leave a lasting impact. Each creation embodies the journey of creativity, illustrating not just personal triumph, but a collective commitment to storytelling that resonates far beyond the screen.
“As we bring the name and the Arriba spirit that Letran has, we hope that we make you proud with our achievements. We look forward sa mas malakas at malaking support from the Letran community and the Colegio in producing our future projects. By these, we can level up and elevate our creative outputs and continue to showcase the talent and dedication of ICOMM students,” Earl Cruz expressed.
“[Have the] heart and the passion to always stay humble and to always advocate and have the right principles in everything that we produce,” Francesca Manimbo added.
“We tell stories not just for the awards, but because stories deserve to be told. Let’s remember that our work is about making a difference, not just winning recognition. While ICOMM students continue to earn major awards, we hope the Colegio will invest in improving our facilities and equipment so we can keep raising our standards and bringing pride to Letran. Thank you, Letran, for always making us feel proud to bring glory back home in representing you,” Stephen Catipol emphasized.
“Mag-isip ka, sumulat ka, kumanta ka, sumayaw ka… let your body, let your creativity, let your mind and soul flow,” Carlo Gula encouraged.
Competitions are held left and right, and the Colegio persists to strive in fostering a competitive spirit among its students, helping them develop not only creativity but also critical thinking skills. While the festive atmosphere within ICOMM continues to celebrate recent achievements, it is important to remain grounded as we look forward to what comes next.
“‘Wag nilang i-limit [ang] potential nila. Always look for greener pastures. Kailangan may purpose ka e. ‘Yun ‘yung nag-d-drive sa’yo para mag-move forward ka sa next na gagawin,” Instr. Rivera advised.
“In the current ICOMM state, first year students - despite the small number - as early as now have to be creative, resourceful, develop and enhance their skills. In the real world, in the current convergent media context, the skills that you have are not enough. It’s all about hustling, multitask. Be consistent and keep learning,” Dr. Dasig, Jr. remarked.
With a legacy rich in awards and accolades, the Institute of Communication stands as a beacon of excellence. Faculty and students alike are driven by a relentless pursuit of quality, embodying the mantra, “hindi pupwedeng, pwede na,” - ensuring that every piece they create is a true reflection of their passion, dedication, and advocacies they champion. Their never ending flow of imagination fuels a vibrant creativity that brings life into every project they make. Their recent achievements in filmmaking not only testify that creativity still thrives within the artistic realm of ICOMM but also highlight the significant impact of their storytelling, inspiring conversations and motivating action in the world around them. As they express gratitude to the Colegio for its support, they also raise the critical issue of funding, calling for improvements in facilities and equipment. After all, it is in everyone’s interest to produce work that embodies the Arriba spirit with a quality that meets the highest standards of excellence.