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Shortfilm ‘Pitaka’ Goes Viral As It Tugs At The Heartstrings Of Filipino Netizens

Pitaka , a short film directed by Chris Cahilig , touched the hearts of Filipinos as it depicted the story of a hardworking young man who set aside his own dreams to provide for his younger brother’s needs—and how the younger sibling showed his gratitude to kuya in the end.

Presented by McJim Classic Leather through its Get Reel online campaign, the video, which was upload on May 11, garnered over 630,000 views and 12,300 shares on Facebook in just five days.

Netizens commended the short film’s ‘relatability’—how viewers can emphatize with both kuya and younger sibling as it shows a typical scenario in most Filipino homes.

“ Ang galing ng istorya! Ang galing kasi ito talaga ang madalas na nangyayaring realidad sa karaniwang pamilyang. 

The first time I saw this short film, I told Chris that “nasundot mo ng malalim ang mga emosyong nakatago sa bawat nakapanood nito, panigurado sa dulo ng maikling palabas, nangingilid ang luha at magiiwan ng isang matamis sa ngiti. BOW! Indeed, as it garner over a million views now and is still getting rave reaction from netizens.

(SHORT FILM: “PITAKA") Sa mga Kuya at Ate nating nagsasakripisyo upang matupad ang ating mga pangarap sa buhay, para sa inyo ang pelikulang ito. Di namin kayo kailanman makalilimutan. I-share at i-tag ang inyong nakatatandang kapatid at magkaroon ng pagkakataong manalo ng lucky wallet na may lamang P5,000 mula sa McJim Classic Leather! #GetReal #McJim #PitakaShortFilmCREDITSDirection and Story: Chris CahiligPoem: Louie Jon A. SanchezCast: Art Artienda and Karl MedinaVoice: Neo DomingoScreenplay and Line Producer: Archie Del MundoProduction Manager: Jane GonzalesEditor: Cyril BautistaDirector of Photography: Cesca LeePresentor: McJim Classic `Leather Nai-post ni Mc JIM Classic Leather noong Huwebes, Mayo 11, 2017

Not your typical viral video

According to Cahilig, the film’s director, producer of renowned indie film Echorsis and public relations and marketing expert, Pitaka breaks the two-minute rule of videos that go viral.

“It is very unlikely for lengthy videos to become viral, or even watched in full, because of the short attention span of netizens,” Cahilig said. “But Pitaka , which runs for a little over eight minutes, captured the attention of many Filipinos because it is their story, their families’ story—and a story that I believe is worth telling,” Cahilig mused.

An element that made the film different from other viral videos is the use of a Filipino poem—in lieu of a simple voice over or dialogue—in the narrative.

The poem, carrying the same title as the film, was written by Palanca award-winning poet Louie Jon A. Sanchez , a professor in Ateneo de Manila University.

Netizens noted this detail as well. “ Kinurot ang puso ko lalo na sa paggamit ng wikang Filipino. Tagos sa kaluluwa ang mensahe nito. Maraming salamat sa istoryang ito ,” said Maria Victoria Guidotti, one of the film’s many viewers.

Subdued acting and arresting cinematography

Viewers also praised the sensitive portrayals of the lead stars of the short film: Karl Medina, Bwaya , Tandem , and Pamilya Ordinaryo star, and newcomer Art Artienda.

Playing the role of the self-sacrificing kuya , Medina—eldest son of award-winning actor Pen Medina and brother of Ping and Alex—is known for his subdued yet impressive performances.

Meanwhile, Artienda, a new member of Filipino boyband 1:43, likewise stood out in the short film as the younger brother.

Praised as visually poetic, Pitaka was shot by cinematographer and producer Cesca Lee , known for T.P.O ., Purgatoryo and Otso .

Positive reviews

Pitaka continues to garner positive reviews since its upload. Heavily shared on Facebook, netizens have been tagging their siblings and relating their stories as well.

“ Nakakaiyak. Namiss ko tuloy kuya ko. Kung hindi dahil sa kanya kahit pangalan namin hindi naming matututuhang isulat. Pinag-aral niya kaming lima kahit elementary lang, hanggang sa maka -graduate kami ng Grade 6. Hindi pa rin siya tumigil para pag-aralin ang apat naming mga kapatid . Ngayon, tatlo na ang anak niya pero tumutulong pa rin siya sa amin . . . I love you, Kuya,” shared Bailyn Kali.

Meanwhile, Dhalia Sta. Ana remarked, “ Ang ganda. May mga tao talagang lahat gagawin kahit na hirap na hirap, todo kayod pa rin, para lang sa pamilya . . . Kahit ano namang gawin natin, pamilya pa rin ang tutulong sa atin . . . Magtulungan at mabigayan tayong mga magkakapatid .”

An inspiring film that highlights cherished Filipino values, particularly the longstanding tradition of having elder siblings take over the role of parents in their absence, Pitaka easily tugged at the heartstrings of many Filipinos.

Pitaka features the voice of singer Neo Domingo . Credits include Archie del Mundo for the screenplay and also as line producer, Mark Cyril Bautista for the editing, and Jane Gonzales as the production manager.

The short film was presented by McJim Classic Leather, a trusted brand in authentic leather accessories.

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Chris Cahilig Makes Filmmaking Debut with PITAKA

Short film ‘Pitaka’ goes viral as it tugs at the heartstrings of Filipino netizens.

Pitaka, a short film directed by Chris Cahilig, touched the hearts of Filipinos as it depicted the story of a hardworking young man who set aside his own dreams to provide for his younger brother’s needs – and how the younger sibling showed his gratitude to kuya in the end.

Presented by McJim Classic Leather through its Get Reel online campaign, the video, which was upload on May 11, garnered over 630,000 views and 12,300 shares on Facebook in just five days.

Netizens commended the short film’s ‘relatability’ – how viewers can emphatize with both kuya and younger sibling as it shows a typical scenario in most Filipino homes.

“Ang galing ng istorya! Ang galing kasi ito talaga ang madalas na nangyayaring realidad sa karaniwang pamilyang Pilipino,” netizen Cecilio Opeda Domdom, Jr. gushed.

Not your typical viral video

According to Cahilig, the film’s director, producer of renowned indie film Echorsis and public relations and marketing expert, Pitaka breaks the two-minute rule of videos that go viral.

“It is very unlikely for lengthy videos to become viral, or even watched in full, because of the short attention span of netizens,” Cahilig said. “But Pitaka, which runs for a little over eight minutes, captured the attention of many Filipinos because it is their story, their families’ story – and a story that I believe is worth telling,” Cahilig mused.

An element that made the film different from other viral videos is the use of a Filipino poem – in lieu of a simple voice over or dialogue – in the narrative.

The poem, carrying the same title as the film, was written by Palanca award-winning poet Louie Jon A. Sanchez, a professor in Ateneo de Manila University.

Netizens noted this detail as well.

“Kinurot ang puso ko lalo na sa paggamit ng wikang Filipino. Tagos sa kaluluwa ang mensahe nito. Maraming salamat sa istoryang ito,” said Maria Victoria Guidotti, one of the film’s many viewers.

Subdued acting and arresting cinematography

Viewers also praised the sensitive portrayals of the lead stars of the short film: Karl Medina, Bwaya, Tandem, and Pamilya Ordinaryo star, and newcomer Art Artienda.

Playing the role of the self-sacrificing kuya, Medina – eldest son of award-winning actor Pen Medina and brother of Ping and Alex – is known for his subdued yet impressive performances.

Meanwhile, Artienda, a new member of Filipino boyband 1:43, likewise stood out in the short film as the younger brother.

Praised as visually poetic, Pitaka was shot by cinematographer and producer Cesca Lee, known for T.P.O., Purgatoryo and Otso.

Positive reviews

Pitaka continues to garner positive reviews since its upload. Heavily shared on Facebook, netizens have been tagging their siblings and relating their stories as well.

“Nakakaiyak. Namiss ko tuloy kuya ko. Kung hindi dahil sa kanya kahit pangalan namin hindi naming matututuhang isulat. Pinag-aral niya kaming lima kahit elementary lang, hanggang sa maka-graduate kami ng Grade 6. Hindi pa rin siya tumigil para pag-aralin ang apat naming mga kapatid. Ngayon, tatlo na ang anak niya pero tumutulong pa rin siya sa amin . . . I love you, Kuya,” shared Bailyn Kali. Meanwhile, Dhalia Sta. Ana remarked, “Ang ganda. May mga tao talagang lahat gagawin kahit na hirap na hirap, todo kayod pa rin, para lang sa pamilya . . . Kahit ano namang gawin natin, pamilya pa rin ang tutulong sa atin . . . Magtulungan at mabigayan tayong mga magkakapatid.”

An inspiring film that highlights cherished Filipino values, particularly the longstanding tradition of having elder siblings take over the role of parents in their absence, Pitaka easily tugged at the heartstrings of many Filipinos.

Pitaka features the voice of singer Neo Domingo. Credits include Archie del Mundo for the screenplay and also as line producer, Mark Cyril Bautista for the editing, and Jane Gonzales as the production manager.

The short film was presented by McJim Classic Leather, a trusted brand in authentic leather accessories.

Direction and Story: Chris Cahilig Poem: Louie Jon A. Sanchez Cast: Art Artienda and Karl Medina Voice: Neo Domingo Screenplay and Line Producer: Archie Del Mundo Production Manager: Jane Gonzales Editor: Cyril Bautista Director of Photography: Cesca Lee Presentor: McJim Classic `Leather

UPDATE: Coming up very soon is another McJim and Cahilig shortfilm collaboration entitled “SINTURON”

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Shortfilm ‘Pitaka’ goes viral as it tugs at the heartstrings of Filipino netizens

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Short film ‘Pitaka’ goes viral

Pitaka, a short film by Chris Cahilig , touched the hearts of Filipinos. It is the story of a hardworking young man who sets aside his own dreams to provide for his younger brother’s needs—and how the younger sibling show gratitude to his kuya in the end.

Presented by McJim Classic Leather through its Get Reel online campaign, the video, which was upload on May 11, garnered over 630,000 views and 12,300 shares on Facebook in just five days.

Netizens commended the short film’s relatability—how viewers can emphatize with both kuya and younger sibling, a typical scenario in most Filipino homes. 

“Ang galing ng istorya! Ang galing kasi ito talaga ang madalas na nangyayaring realidad sa karaniwang pamilyang Pilipino,” Cecilio Opeda Domdom, Jr. gushed.

According to Cahilig, the film’s director, producer of renowned indie film Echorsis and public relations and marketing expert, Pitaka breaks the two-minute rule of videos that go viral. 

“It is very unlikely for lengthy videos to become viral, or even watched in full, because of the short attention span of netizens,” Cahilig said. “But Pitaka, which runs for a little over eight minutes, captured the attention of many Filipinos because it is their story, their families’ story—and a story that I believe is worth telling.” 

An element that made the film different from other viral videos is the use of a Filipino poem—in lieu of a simple voice over or dialogue— carrying the same title as the film, by Palanca award-winning poet and Ateneo de Manila University professor Louie Jon A. Sanchez , in the narrative.. 

Netizens noted this detail as well. “Kinurot ang puso ko lalo na sa paggamit ng wikang Filipino. Tagos sa kaluluwa ang mensahe nito. Maraming salamat sa istoryang ito,” said Maria Victoria Guidotti , one of the film’s many viewers. 

Viewers also praised the sensitive portrayals of the lead stars of the short film: Karl Medina , (Bwaya, Tandem) and Pamilya Ordinaryo star, and newcomer Art Artienda . 

Playing the role of the self-sacrificing kuya, Medina—eldest son of award-winning actor Pen Medina and brother of Ping and Alex—is known for his subdued yet impressive performances. 

Meanwhile, Artienda, a new member of Filipino boyband 1:43, likewise stands out in the short film as the younger brother. 

Praised as visually poetic, Pitaka was shot by cinematographer and producer Cesca Lee , known for T.P.O., Purgatoryo and Otso. 

Pitaka continues to garner positive reviews since its upload. Heavily shared on Facebook, netizens have been tagging their siblings and relating their stories as well.  “Nakakaiyak. “Namiss ko tuloy kuya ko. Kung hindi dahil sa kanya kahit pangalan namin hindi naming matututuhang isulat. Pinag-aral niya kaming lima kahit elementary lang, hanggang sa maka-graduate kami ng Grade 6. Hindi pa rin siya tumigil para pag-aralin ang apat naming mga kapatid. Ngayon, tatlo na ang anak niya pero tumutulong pa rin siya sa amin . . . I love you, Kuya,” shared Bailyn Kali . 

Meanwhile, Dhalia Sta. Ana remarked, “Ang ganda. May mga tao talagang lahat gagawin kahit na hirap na hirap, todo kayod pa rin, para lang sa pamilya . . . Kahit ano namang gawin natin, pamilya pa rin ang tutulong sa atin . . . Magtulungan at mabigayan tayong mga magkakapatid.”

Pitaka features the voice of singer Neo Domingo . Credits include Archie del Mundo for the screenplay and also as line producer, Mark Cyril Bautista for the editing, and Jane Gonzales as production manager.

The short film was presented by McJim Classic Leather, a trusted brand in authentic leather accessories. 

• Chris Cahilig

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‘Pitaka’ gets nod from CMMA

“Pitaka” promotes the values of sacrifice and perseverance as depicted in the breadwinner character played by Karl Medina, who sets aside his personal dreams to provide for his younger brother (Art Artienda).

The film’s narration, from a poem by Palanca-winning academician Louie Jon Sanchez, also won in the best illustrated poem category of the 2018 Wales International Film Festival in the United Kingdom on Oct. 4, Cahilig reported.— MARINEL R. CRUZ

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Mcjim’s award-winning short films showcase world class filipino leathermaking craftsmanship.

World class Filipino craftsmanship in leathermaking is being showcased through McJim’s short films of heartwarming stories about Pinoys’ hardships and passion.

McJim’s Get Reel online campaign of short films starting with “Pitaka” in 2017, followed by “Bag,” “Sinturon,” and “No Strings Attached,” have gained critical acclaim and awards after being screened internationally.

The mixture of visual poetics and cinematography of Cesca Lee paved the way for the short film “Pitaka” to win the Best Digital Ad Category at the 40th Catholic Mass Media Awards, Best Illustrated Poem in the 2018 Wales International Film Festival, and international film festival screenings in the US and Italy.

The story became viral garnering over 25 million views on Facebook , capturing the hearts and attention of netizens. “Pitaka (Wallet),” directed by Chris Cahilig, is a story of a hardworking brother (played by Karl Medina) who struggles to provide for the needs of his younger sibling (played by Art Artienda), and how the younger sibling shows his gratitude with a gift.

The enduring relationship of a gay guy with his straight male friend in “Bag,” and a loyal husband’s resistance to temptation in “Sinturon” have earned spots as official selection in various film festival screenings in Germany, US, Australia, France, United Kingdom, Mexico, and Venezuela.

“No Strings Attached,” a horror short film , was declared winner in the Liverpool International Film Festival.

McJim has been crafting leather goods for 50 years, offering a wide collection of well-designed wallets, belts, and bags made with the pride and passion characteristic of Filipino workers.

The story of McJim started from a backyard business in 1968 with Jimson Cham’s McJim Classic Leather. The leather products reached Japan and Canada after Cham sacrificed his passion for singing into the production of unbranded leather goods just to earn enough to feed his family.

Cham used his family’s expertise in the leather industry passed from 3 generations since 1947. He supplied unbranded leather belts, together with his wife and a helper, to malls and local retailers like the former Otis Department Store and Good Earth Emporium in Escolta, Manila.

He soon after named his own leather collection into McJim, grounded on the philosophy of style, quality and elegance. The company grew from 3 to 350 employees with the passionate Cham leading the design of its collections. The unbranded leather belts he used to sell were finally branded and earns as much as 40 percent of their sales.

McJim now offers a wide-range of leather products such as bags, wallets, phone cases, and even personalized key chains men can match with their wardrobe since these are available in colors of modernist black, basic dark brown, and reversible minimalist.

The durability and sleek design of McJim assures such investment on the fashionable leather items will be worth its value as these are manufactured by passionate Filipino craftsmen using Spanish and Italian fine leather sewed on German machines.

McJim Filipino leather products were showcased in Tokyo, Japan this January for a shoot of a new campaign line created by a Japanese team.

WATCH THE winning McJim Pitaka short film here:

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THE NEW HUE

HUESPAPER BY THE NEW HUE

Manila, Philippines

• Sep 6, 2021

FILIPINO ONE SHOT FILMS RECOMMENDATION THIS ECQ S3

Pitaka is a short film directed by Chris Cahilig and based on a poem written by Louie Jon A. Sanchez. This short film was released on 2017. Later on it was released by Insight 360 Youtube Channel. So far, Pitaka has competed in over 15 international film festival across the globe and has garnered over 40 million views on various Facebook Pages.

It is about a hardworking young man who sets aside his own dreams to provide for his younger brother needs and how the younger sibling show his gratitude to his kuya at the end. This short film was kind of short it was 8 minute short film but it has a deep relation of a brotherhood and a second family as well since they grow up with no family his kuya stand as his Mother and Father Figure ever since he was grow.

Photo Courtesy By: Mydramalist

There are many reactions I’ve been read but mine was I kind of relate to this film by being a older sibling you have a responsibility to take care of your younger sibling. I’ve been relate on it how I wish that I’ll be doing what the “Kuya” do to his younger bro the sense of responsibility is their not just by that but the love of being a family despite how spoiled your younger sibling you still have care and support to what his been doing like other parents who cares their child the guidance and the toughest sacrifices I learned it by watching this and it was a rare thing to find this kind of relationship to your siblings.

Because believe it or not typical sibling use to fought for each other. Envy, favoritism and jealousy was the causes of arguments between siblings and this film made me realize there’s a part that it can be possible to not have this kinds of arguments but have a care, love, responsibility and equality to each other though one has to sacrifice but that sacrifice will be worth it seeing your sibling paved the way that you’ve been work for him or her and pays off by giving you a meaningful thing or you could say a thanks for everything that he’s or she’s been paying off and I will do the same thing for you. In conclusion it was a very nice one short film and to the point we should always be grateful for everything most especially to those who sacrifice for our lives and welfare.

Biyaheng barkada is a short film directed by Cloe Lacanilao and Joshue Dizon. This shortfilm was released on 2017. Later on it was released by AdrelltheFOB Youtube Channel in 2018 of Feb 8th.

They win in NLEX-SCTEX biyahe 2017 Short Film competition. It is about the journey of five friends Einnor, Ann, Isaac, John, and Lard who’ve meet in their college until they graduated. Their journey starts on roadtrips Isaac was the first one who treated his friends to his first car expedition he expresses how he feels

Photo Courtesy by: AdrelltheFoB Thumbnail

when you are with friends there are times they are in good terms and there are times they’ve been in bad times and starts argue to each other but end up make each other calm down.

Time goes by when their journey on one road brings them closer and closer together having fun and moments they spend together Lard gets married and his friends stand as his family which was a good thing happened and the bad one when Ann gets travel to dubai to see her family Isaac thinks it’s hard to get old alone but time goes by his friends gets one by one leaves having their own paths but Isaac still be positive and thought Even they are far away from each other he give a big thanks to the road to the journey and memories all the happiness that they’ve been spending. He know’s how hard to live by yourself but when you know no matter how far his friends was there’s nothing will be changed.

This Film was superb. It tells the journey of every barkada that even though there is huge possibility that we will part ways with each other, the memories would still last. No one can stop time and the fact that my friends and I will separate ways after we graduate makes me sad. Nevertheless, I would never forget because they had been a big part of my life and journey as well. This film made me realize how I miss my friends since we’ve not been get in touch much when this pandemic happened it makes me sad because all of our plans has been postponed and this film reminds me how misses my friends to go out and hang out with them how I wish when this pandemic gets over I will start seeing them of often and hang out again so I will recommend this movie to those who misses their friends in times of this pandemic.

For Reference:

Insight 360 Youtube Channel:

https://www.youtube.com/channel/UCbhFOrdH47yEe-aKE_8zWGg

MyDramaList Webpage:

https://mydramalist.com/55081-pitaka

AdrelltheFoB Youtube Channel:

https://www.youtube.com/watch?v=jQ94at55G48

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New Viral Video Pitaka is unique, heartwarming says netizens

Pitaka, a short film directed by Chris Cahilig , touched the hearts of Filipinos as it depicted the story of a hardworking young man who set aside his own dreams to provide for his younger brother’s needs—and how the younger sibling showed his gratitude to kuya in the end.

Presented by McJim Classic Leather through its Get Reel online campaign, the video, which was upload on May 11, garnered over 630,000 views and 12,300 shares on Facebook in just five days. Netizens commended the short film’s ‘relatability’—how viewers can emphatize with both kuya and younger sibling as it shows a typical scenario in most Filipino homes.

“Ang galing ng istorya! Ang galing kasi ito talaga ang madalas na nangyayaring realidad sa karaniwang pamilyang Pilipino,” netizen Cecilio Opeda Domdom, Jr. gushed.

Not your typical viral video

According to Cahilig, the film’s director, producer of renowned indie film Echorsis and public relations and marketing expert, Pitaka breaks the two-minute rule of videos that go viral.

“It is very unlikely for lengthy videos to become viral, or even watched in full, because of the short attention span of netizens,” Cahilig said. “But Pitaka, which runs for a little over eight minutes, captured the attention of many Filipinos because it is their story, their families’ story—and a story that I believe is worth telling,” Cahilig mused.

An element that made the film different from other viral videos is the use of a Filipino poem—in lieu of a simple voice over or dialogue—in the narrative.

The poem, carrying the same title as the film, was written by Palanca award-winning poet Louie Jon A. Sanchez, a professor in Ateneo de Manila University.

Netizens noted this detail as well. “Kinurot ang puso ko lalo na sa paggamit ng wikang Filipino. Tagos sa kaluluwa ang mensahe nito. Maraming salamat sa istoryang ito,” said Maria Victoria Guidotti, one of the film’s many viewers.

Subdued acting and arresting cinematography

Viewers also praised the sensitive portrayals of the lead stars of the short film: Karl Medina, Bwaya, Tandem, and Pamilya Ordinaryo star, and newcomer Art Artienda.

Playing the role of the self-sacrificing kuya, Medina—eldest son of award-winning actor Pen Medina and brother of Ping and Alex—is known for his subdued yet impressive performances.

Meanwhile, Artienda, a new member of Filipino boyband 1:43, likewise stood out in the short film as the younger brother.

Praised as visually poetic, Pitaka was shot by cinematographer and producer Cesca Lee, known for T.P.O., Purgatoryo and Otso.

Positive reviews

Pitaka continues to garner positive reviews since its upload. Heavily shared on Facebook, netizens have been tagging their siblings and relating their stories as well.

“Nakakaiyak. Namiss ko tuloy kuya ko. Kung hindi dahil sa kanya kahit pangalan namin hindi naming matututuhang isulat. Pinag-aral niya kaming lima kahit elementary lang, hanggang sa maka-graduate kami ng Grade 6. Hindi pa rin siya tumigil para pag-aralin ang apat naming mga kapatid. Ngayon, tatlo na ang anak niya pero tumutulong pa rin siya sa amin . . . I love you, Kuya,” shared Bailyn Kali.

Meanwhile, Dhalia Sta. Ana remarked, “Ang ganda. May mga tao talagang lahat gagawin kahit na hirap na hirap, todo kayod pa rin, para lang sa pamilya . . . Kahit ano namang gawin natin, pamilya pa rin ang tutulong sa atin . . . Magtulungan at mabigayan tayong mga magkakapatid.”

An inspiring film that highlights cherished Filipino values, particularly the longstanding tradition of having elder siblings take over the role of parents in their absence, Pitaka easily tugged at the heartstrings of many Filipinos.

Pitaka features the voice of singer Neo Domingo. Credits include Archie del Mundo for the screenplay and also as line producer, Mark Cyril Bautista for the editing, and Jane Gonzales as the production manager.

The short film was presented by McJim Classic Leather, a trusted brand in authentic leather accessories.

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