Twenty-five young filmmakers from across the country debuted bold and eye-opening narratives on youth culture, identity, and tobacco control during the TobaccOFF NOW! Film Festival press event held ahead of the festival’s official premiere.
Organized by Amber Studios in partnership with the Metro Manila Development Authority (MMDA), Metro Manila Film Festival (MMFF), HealthJustice Philippines, Parents Against Vape, Action for Economic Reforms, Social Watch, the Philippine Smoke-Free Movement, and the Philippine Legislators’ Committee on Population and Development, the festival is part of a growing national movement that empowers the next generation to use film and storytelling as tools for social change.
This year’s cohort, representing communities from Manila, Cebu, and Sorsogon, completed an intensive filmmaking and storytelling boot camp led by respected journalists and filmmakers including Jacque Manabat, Chiara Zambrano, Tops Brugada, and Jobert Monteras. Through hands-on workshops, mentoring, and collaborative ideation, the participants developed short films that explore the evolving realities of youth culture and the powerful influences of tobacco and nicotine products.
“The festival gives young people the platform to tell their own stories, raw, authentic, and unfiltered,” said Jacque Manabat of Amber Studios. “We have seen how tobacco and vape products increasingly target the youth through enticing designs, flavors, and online strategies. These films make sense of the realities behind those tactics and the impact they leave on young lives.”
Throughout the boot camp, mentors guided the young creators in sharpening their narrative voice, strengthening their visual language, and uncovering the emotional truths that shape their stories. “Storytelling is a form of power, and these young filmmakers are learning to wield it with purpose,” said Dir. Rochelle Ona of the MMFF. “What moved me most was their honesty. These films do not preach, they reveal. And when young people reveal their own truths, it becomes impossible to ignore. We at MMDA and MMFF are very happy to support this important advocacy.”
The press event offered media and partners an exclusive first look at selected films, as well as an opportunity to hear directly from the filmmakers about the experiences and motivations behind their work. It highlighted how creative storytelling can spark conversations, challenge norms, and shift perceptions on smoking and vaping among young Filipinos.
More than a showcase of emerging filmmaking talent, the TobaccOFF NOW! Film Festival is part of a broader youth-led movement advocating for stronger safeguards for minors and promoting healthier, empowered choices. Through film, dialogue, and community mobilization, the initiative aims to build cultural momentum toward a future free from addiction and harmful industry influence.
“As young filmmakers, we are not just making content. We are trying to spark conversations that our peers are often too afraid to start,” said Jia Santorias of the PSFM film crew. “This experience proved that youth voices can be powerful, and that our stories can push culture in a new direction.”
Public screenings will take place at the QC Film Festival on December 11 and 12, followed by the main festival screening at the MMFF Auditorium on December 13. Additional screenings organized by Amber Studios will be held in Manila, Cebu, and Sorsogon, with dates to be announced. Featured films in this year’s lineup include Bula sa Hangin, Kapre sa Manila, Pahuway, Sa Pagitan, Hithit / Hipak, and Hangos.
