The PUP Junior Marketing Executives pulled back the curtains for IRIS: Translating Vision into the Mastery of Cinema, an intercollegiate event production staged on March 24, March 28, and April 11, 2026 across the PUP Oval, PUP JME Facebook Live, and PUP Bulwagang Balagtas. More than an event, IRIS unfolded as a cinematic journey—where marketing met mise-en-scène, and vision evolved into execution.
From the opening sequence to its final frame, IRIS captured a collective narrative powered by Eyekons: marketing students, alumni, partner schools, organizations, guest performers and many more—each playing a role in a story grounded in collaboration, direction, and creative convergence. At its core, IRIS spotlighted the idea that every compelling campaign mirrors a film production whereas intentional, layered, and driven by a unified vision.
“Just like in films, where directors, writers, editors, production teams, and creatives work tirelessly behind the camera… IRIS reminds us that success is never achieved alone” said Ms. Daniella Shaine Masacupan, Project Chairwoman. Her message reframed success as a collective production, where every role—seen or unseen—shapes the final cut.
The Creative Direction: IRIS Project Heads
Behind the lens stood the minds who orchestrated the entire production by the PUP JME Executive Board and Body: Daniella Shaine Masacupan, Voltaire Azuela, Rozoelle Anne Valdez, Lherenz Besmonte, Ayesha Ruth Jose, Allijah Ivez De Leon and William Cedrick Basco. As one frame, they directed the IRIS experience—curating a seamless blend of narrative, performance, and experiential marketing, brought to life by dynamic Eyekons.
Scene Stealers: Hosts, Performers & Speakers
With industry voices and artistic expressions sharing the same spotlight, the event blurred the lines between insights and entertainment, as hosts, performers, and guest speakers from Day 1 to the Concert Day came together to present on stage a seamless showcase of spectacular knowledge, creativity, and live performance.
IRIS DAY 1: SIGNATURE LENS: One Vision, Seamless Motion
The Day 1 was led by hosts Mx. Axcel Villarin and Mr. Malik Elisha Bernales, with performances from Jambayan performers Ms. Kristine Ragay and Mr. Sherwin Banta, setting the tone for a unified opening of storytelling and expression. In their own moment on stage, the PUP Marketing students from 1st, 2nd, and 3rd year showcased their creative talents as performers for the Spotlight competition.
LIVE WEBINAR: MASTERCLASS: Crafting Impactful Cinema
The webinar featured insights from Ms. Fatima Buhay and Mr. Josh Nathan Villania, complemented by performances from Mr. Paul Arcega and Ms. Kristine Francisco, alongside guest speakers Mr. Mark Meily, Mr. Emmanuel Dela Cruz, and Ms. Kyla Romero, who shared industry perspectives on cinematic storytelling and creative production.
CONCERT DAY: I-RIZZ: The Main Attraction
The final act was hosted by Mr. Jude Santos and Ms. Anj Anzures, with electrifying performances from Jambayan performer Ms. Celine Claveria, and artists Ayat Meneses, G22, Ice Almeria, Aj Vicente, Aquila Packing, Cloud 7, and Pix!e, culminating in an adrenaline filled celebration of music, artistry, and cinematic experience.
The Production Event Highlights: Stories in Motion
A collection of defining moments where stories moved, evolved, and came alive on stage.
- REFRAME: A Story’s Second Shot
A masterclass in narrative repositioning participants re-edited the fate of underperforming films, proving that with the right marketing lens, even overlooked stories can command a standing ovation.
- SPOTLIGHT: Voices in Motion
Where scripts met rhythm and movement, transforming storytelling into a multi-sensory live experience.
- PLOTLINE: Stories Beyond the Script
A bold genre shift experiment and challenging creatives to rewrite cinematic identity without losing narrative backbone.
- VIGNETTE: The Art of Visual Narrative
A visual pitch in a single frame, capturing a story’s essence through striking and scroll-stopping design.
- VISAGE: Embody the Icon
An exploration of character embodiment, where interpretation meets identity in a living and breathing portrayal.
- I RISE: Bridging Reel to Real
The event extended beyond the screen through I RISE: Curating World-Class Opportunities—an initiative dedicated for marketing students to connect with film real-world insights in the field of marketing.
- I RISE: Debate the Hype dissected the real film campaigns and debated whether a movie’s success is fueled more by marketing momentum or the strength of its story.
- I RISE: Create & Collaborate offered a behind-the-scenes pass into organizations shaping their own film narratives that highlight the realities of content production and promotion.
- I RISE: Get In served as a casting call for future marketers that connect students to brands and businesses in media and digital marketing, where their next role may begin.
I-RIZZ: The Main Attraction – D-DAY Concert
On the final day, April 11, the last act lit up the stage in a high-energy showcase—serving as the cinematic climax in concert form, where sound, lights, and performance came together in an unforgettable closing sequence. The Final Cut, featuring the awarding and recognition, shifted the spotlight to the storytellers, strategists, and creatives who delivered standout performances, honoring not only their outputs but also the process, perspective, and passion behind every frame.
Rolling the Credits
“May we carry forward what we’ve learned: to see beyond the surface, to value the process, and continue translating our own vision into something meaningful, something impactful, and something that lasts.” expressed Mr. Jalen Vincent Gomez, President of PUP JME.
As the curtains draw their final descent, IRIS leaves behind more than fleeting memories—it leaves an imprint upon a blueprint for storytelling, sets a benchmark for execution, and stands as a moving reminder that every vision, when crafted with purpose and precision, can transcend expectation and become a masterpiece in its own right. And a story that does not end with the final frame, but one that lasts beyond the screen.
For more information, follow the PUP Junior Marketing Executives:
Facebook: PUP Junior Marketing Executives – JME
Instagram: @pupjme
LinkedIn: @pupjme
TikTok: @pupjme
Want your story to be published? Subscribe to TNC via email partnerships@thenewchannel.com.
Follow TNC on Social Media FB – https://www.facebook.com/TNCnow/, IG – https://www.instagram.com/tncnow/, Tiktok – https://www.tiktok.com/@tncnow, LI – https://www.linkedin.com/company/thenewchannel/, X – https://x.com/tnc_now, YT – https://www.youtube.com/@TNCNow
Be updated on what’s new around the world, check your published stories by searching #TNCnow #OnTNC or check them out here: https://thenewchannel.com/highlights/