Twenty-five young filmmakers from across the country unveiled powerful, eye-opening stories on youth culture, identity, and the powerful tobacco control narratives at the TobaccOFF NOW! Film Festival Pre-Screening Press Conference, ahead of the festival’s official premiere.
Organized by Amber Studios in partnership with the Metro Manila Development Authority, Metro Manila Film Festival, HealthJustice Philippines, Parents Against Vape, Action for Economic Reforms, Social Watch, Philippine Smoke-Free Movement, and Philippine Legislators’ Committee on Population and Development, the film festival is part of a growing national movement that empowers the next generation to use storytelling and creativity as a tool for social change.
This year’s cohort of youth creators underwent an intensive film and storytelling boot camp led by leading journalists, editors, and filmmakers including Jacque Manabat, Chiara Zambrano, Tops Brugada, and Jobert Monteras. Through mentoring sessions, hands-on workshops, and collaborative ideation, the participants developed short films that explore the evolving landscape of youth culture—shedding light on the struggles, influences, and transformation shaped by tobacco and nicotine products.
“The festival gives young people the platform to tell their own stories—raw, authentic, and unfiltered,” said Jacque Manabat representing Amber Studios. “We’ve seen how tobacco and vape products increasingly target the youth through appealing designs, flavors, and online strategies. These films help make sense of the realities behind those tactics and the impact they leave on young lives.”
Throughout the bootcamp, mentors guided participants in developing their narrative voice, strengthening their visual style, and exploring the deeper emotional truths behind their stories.
“Storytelling is a form of power—and these young filmmakers are learning to wield it with purpose. What moved me most was their honesty. These films don’t preach; they reveal. And when young people reveal their own truths, it becomes impossible to ignore. And we, at MMDA and MMFF are very happy that we have supported this important advocacy” said Dir. Rochelle Ona of MMFF.
The pre-screening press conference offered media and key partners an exclusive first look at selected films, along with opportunities to hear directly from the filmmakers about the inspiration behind their work. The event aims to highlight how creative storytelling can spark conversations, challenge norms, and reshape perceptions around smoking and vaping among young Filipinos.
Beyond showcasing cinematic talent, the TobaccOFF NOW! Film Festival forms part of a broader youth-led campaign advocating for stronger protections for minors and pushing for a shift toward healthier, more empowered lifestyle choices. Through art, dialogue, and community mobilization, the initiative hopes to help build a new cultural momentum—one where young people champion a future free from addiction and harmful industry influence.
“As young filmmakers, we’re not just making content—we’re trying to spark conversations that our peers are often too afraid to start. This experience proved that youth voices can be powerful, and that our stories can push culture in a new direction,” said Jia Santorias, representing the PSFM film crew.
The full festival is scheduled for 13 December 2025, with more details to be announced following the press event.
