Every filmmaker transforms a vision into a film, bringing ideas to life for audiences to experience.

This year, PUP Junior Marketing Executives invites students to step beyond screens. Meanwhile, enter the world where cinema meets strategy. Introducing IRIS: Translating Vision Into the Mastery of Cinema. The event celebrates creativity and marketing brilliance through film. Like a busy film set, directors, writers, and producers collaborate. It reveals how creative visionaries and marketers shape audience experiences. Ultimately, stories reach audiences across cultures and international borders.

Through immersive discussions, competitions, and interactive engagements, participants will explore how films evolve from powerful narratives into successful global campaigns. Additionally, students will uncover how marketing becomes a craft much like filmmaking itself; one that requires imagination, precision, and the courage to experiment.

Academic Competition:

• REFRAME: A Story’s Second Shot challenges participants to take a closer look at an underperforming film and reimagine its marketing strategy, proving that sometimes, all a story news is the right way to be told.

Non-Academic Competitions:

• SPOTLIGHT: Voices in Motion invites performers to merge recitation, music, and dance into a compelling live narrative.
• PLOTLINE: Stories Beyond the Script encourages teams to creatively curate a perfect change of genre of an existing film while preserving its recognizable essence.
• VIGNETTE: The Art of Visual Narrative challenges participants to design a movie poster that captures the soul of a story through visuals alone.
• VISAGE: Embody the Icon celebrates the art of character portrayal through creative visual interpretation. Beyond the competitions, IRIS opens doors to the industry through I RISE: Curating World-Class Opportunities, an initiative dedicated for marketing students to connect with real-world insights in the field of marketing.
• I RISE: Debate the Hype invites students to dissect real film campaigns and debate whether a movie’s success is fueled more by marketing momentum or the strength of its story.

• I RISE: Create & Collaborate connects students with organizations that produce and promote their own films, offering a glimpse into authentic production and promotional environments.

• I RISE: Get In bridges students with partner businesses in media, and digital marketing—turning classroom knowledge into potential career pathways.

Where Storytelling Meets Marketing Strategy

At its core, IRIS celebrates the synergy of storytelling and strategy. Then, the event gathers aspiring marketers from different institutions. The event creates a stage where participants pitch ideas. It reimagines narratives and teaches future marketers to transform vision into impact. Take your seat and step into the frame. Prepare for the moment when vision meets execution. The event runs from March 24, 8 AM–3 PM, to April 11, 12 PM–4 PM. The event takes place at PUP Oval and Bulwagang Balagtas.

The curtain is about to rise. In the world of cinema marketing, every campaign is its own story. Every strategist plays a role in bringing that story to life.

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