At a time when smoking and vaping continue to reshape youth culture in subtle yet dangerous ways, a group of young Filipino filmmakers are pushing back using cinema as their voice.
The TobaccOFF NOW! Film Festival Pre-Screening, held ahead of the festival’s official opening this December, showcased the work of 25 emerging filmmakers from across the country. Their short films confront issues of identity, pressure, vulnerability, and influence, placing tobacco and nicotine products under a critical, youth-driven lens.
Organized by Amber Studios in collaboration with the Metro Manila Development Authority (MMDA) and the Metro Manila Film Festival (MMFF), the initiative brings together advocacy groups, creatives, and policymakers in a shared effort to reframe conversations around smoking and vaping among young Filipinos.
Partner organizations include 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.
Before completing their films, the participants took part in an intensive storytelling and filmmaking boot camp led by veteran journalists and creatives Jacque Manabat, Chiara Zambrano, Kristoffer “Tops” Brugada, and Jobert Monteras.
The programme focused not only on technical skills but also on developing authentic voices capable of translating lived experiences into compelling visual narratives.
“These stories come from a place of truth,” said Jacque Manabat of Amber Studios. “Young people today are constantly exposed to tobacco and vape products that are designed to look harmless, trendy, even aspirational. These films strip away that façade and show the real impact behind it.”
Rather than delivering lectures, the films explore smoking and vaping through intimate, human moments—using silence, symbolism, and emotion to reveal how addiction often grows out of loneliness, grief, or social pressure. The result is a body of work that invites reflection rather than judgement.
For MMFF Director Rochelle Ona, the honesty of the films was their greatest strength. “They don’t try to force a message,” she said. “They allow audiences to sit with the truth. That kind of storytelling is powerful, especially when it comes from the youth themselves. Supporting this advocacy is something we are proud of.”
The pre-screening press conference gave media and partner organisations an early look at selected entries, alongside conversations with the filmmakers about the inspirations and personal experiences that shaped their work.
“We’re not just creating films,” said Jia Santorias of the Philippine Smoke-Free Movement film team. “We’re opening conversations that are often avoided. This experience showed us that youth stories matter—and that they can influence how our generation thinks and feels.”
The festival’s official lineup features six short films: Bula sa Hangin, Kapre sa Maynila, Pahuway, Sa Pagitan, Hithit | Hipak, and Hangos—each offering a distinct perspective on youth life, coping, and choice in the shadow of tobacco culture.
Public screenings are scheduled for 11–12 December at the QC Film Festival, followed by the main festival screening at the MMFF Auditorium on 13 December 2025. Further screenings will follow in Manila, Cebu, and Sorsogon.
As the TobaccOFF NOW! The film festival moves forward, and organizers emphasize that the goal extends beyond a single event. Through film, dialogue, and youth leadership, the initiative aims to help shape a future where young people reclaim their narratives—and push back against industries that profit from their vulnerability. (with reports from Loyd Pino)
