McJim Classic Leather’s debut short film “Pitaka” was hailed recently as the Best Branded Digital Ad at the 40th Catholic Mass Media Awards.
Directed by Chris Cahilig and produced by his Insight 360 Consultancy Services, Inc, the film bested six other finalists in the category.
“In producing well-executed and compelling short films like ‘Pitaka,’ the brand has applied its philosophy of style, quality, and elegance — the same values that have driven it to produce truly world-class leather goods through the years,” said “Pitaka” director.
The story sees the breadwinner “Kuya” (played by Karl Medina), who shelved his personal dreams in order to provide for his younger brother (Art Artienda). The latter would eventually express his gratitude and appreciation for the former’s efforts through a heartwarming, unexpected gesture.
“By touching on a real-life experience, the narrative communicates to the viewer on a deeper personal level and establishes an undeniable emotional connection without the need to sensationalize,” said Cahilig.
The film explored the beauty of the Filipino language and collaborated with Palanca-winning poet and academician Louie Jon Sanchez in coming up with a beautiful poem that serves as the film’s narration (narrated by Neo Domingo). For this, “Pitaka” likewise won the Best Illustrated Poem category of the 2018 Wales International Film Festival last Oct. 4.
As of this writing, “Pitaka” has been viewed over 25 million times in various Facebook platforms.
McJim’s first horror-thriller short film “No Strings Attached” is also making waves globally, with its recent feat as Best Social Shorts in the Liverpool International Film Festival 2018 in the United Kingdom.
“No Strings Attached,” which has reaped over 1.5 million views on the McJim Facebook page alone, has been officially selected to participate in seven other international film festivals in the US, Europe, and Australia. Together with the LGBT-themed “Bag” and the more unconventional “Sinturon” (The Belt), the short films have been selected in at close to 50 international film festivals in the United States, United Kingdom, Australia, Germany, France, Serbia, Venezuela, Bolivia, Mexico, and Italy.
“No Strings Attached,” “Sinturon,” and “Bag” were also directed by Cahilig.