IRIS: Translating Vision Into the Mastery of Cinema

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Every film begins with a vision—an idea waiting to be seen, heard and remembered. 

This year, PUP Junior Marketing Executives invites students to step beyond the screen and into the world where cinema meets strategy. Introducing IRIS: Translating Vision Into the Mastery of Cinema. A celebration of creativity and marketing brilliance told through the language of film. Like a film set bustling with directors, writers, and producers, the event reveals the unseen collaboration between creative visionaries and marketing strategists who shape how stories reach audiences across cultures and borders. 

Through immersive discussions, competitions, and interactive engagements, participants will explore how films evolve from powerful narratives into successful global campaigns. 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.

At its core, IRIS celebrates the synergy between storytelling and strategy. By gathering aspiring marketers from different institutions, the event creates a creative stage where ideas are pitched, narratives are reimagined, and future marketers learn how to transform vision into impact. So take your seat, step into the frame, and prepare for the moment when vision meets execution from March 24 (Tuesday, 8 AM to 3 PM) to April 11, 2026 (Saturday, 12 PM to 4 PM) at PUP Oval and PUP Bulwagang Balagtas.

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

See you there, Eyekons! 👁️

IRIS Registration Link: https://tinyurl.com/IRIS-Pre-registration 

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