Family affair
"The hardest hurdle for me was encountering the learning curves of producing films. Since I am a director foremost before trying my hand in producing, there [were] a lot of first times for me when it comes to this side of filmmaking such as preparing the budget, creating and negotiating contracts, and the overall production and execution of our day-to-day filming. Facing those challenges was a learning process for us in the company, but it helped us improve our work little by little."
CATHERINE Camarillo — fondly called C.C. by family and friends — ventured into film production with her family.
For more than two decades, she was at the helm of projects for the small screen. She also assisted veteran directors in their film projects.
"I decided to start up a film production company with my family because of the Covid-19 pandemic and the loss of ABS-CBN's franchise," Camarillo told The Manila Times.
"I was looking for something to work on and supplement my craft, and so my family thought of putting up a production company."
Last May, Pocket Media Productions released its maiden production, "Chances Are, You and I," which starred Kira Balinger and Kelvin Miranda.
Today, the production outfit is coming out with its sophomore outing right away.
"Both projects were filmed in Korea. Naturally, there is always a certain project that will become attached to the filmmaker?
"I still believe Pocket Media Productions is still relatively small and new compared to the established players in the film production industry," Camarillo said.
"I feel more attached to 'Chances Are, You and I' because it was the first film that we made.
"After a long period of time with having minimal work because of the pandemic, that was the project that motivated me to pursue creating films and fueled my passion."
Pocket Media Productions survived its maiden venture despite the many challenges production, stars and crew had to hurdle.
"We survived with pure grit and resilience; always trying our hardest to work and continue doing so despite facing challenges," said Camarillo. "We wanted to do things our way and be true to our company's vision.
"The hardest hurdle for me was encountering the learning curves of producing films. Since I am a director foremost before trying my hand in producing, there [were] a lot of first times for me when it comes to this side of filmmaking such as preparing the budget, creating and negotiating contracts, and the overall production and execution of our day-to-day filming.
"Facing those challenges was a learning process for us in the company, but it helped us improve our work little by little."
Pocket Media Productions was able to establish its presence right away in the local entertainment scene and across the country.
"I still believe that the company is a greenhorn in this industry, but I am happy that an established presence was noticeable," Camarillo said.
"In terms of strength, I could say that we have a resilient team that can handle our projects no matter how challenging it takes."
Filmmaking will always be collaborative for Camarillo.
Through the years, she dedicated time to relationship building and prioritizing personalized customer engagement. She believes those are important in running the production business today to ensure that each interaction is meaningful and memorable.
"From the inception of it, to its production and finally to its showing in the silver-screen, there is always a form of collaboration happening between the creators and the audience," she explained.
"Allowing the production to feel invested in the film that they are creating leads to a more meaningful creation. The same with the audience. Simply put, to allow the creators and the audience to feel profoundly that the film is for them is a great way to make every interaction memorable.
In the maiden venture of Pocket Media Productions, it partnered right away with Regal Entertainment.
"It felt new, particularly, because the company is also learning the processes and the cycles of creating and selling a film," Camarillo explained.
"The partnership was professional enough for us to try and put our best foot forward, and to continuously learn and adapt in the distribution stage of the film."
After Regal Entertainment, Pocket Media Productions is eyeing to tie up with international production companies to increase the global reach of the projects that the company creates in the future.
Camarillo definitely sees the future expansion of Pocket Media Productions, especially since the company is the first business venture that her family has ever been into.
"There is more to Filipino films that we wish to share with others globally," Camarillo said. "Pocket Media Production is poised to become a prominent Filipino name/brand that will undoubtedly flourish.
"By being true to our vision and the culture we believe in when it comes to creating. As Pocket Media Productions, we do not want to imitate the way current industry players produce their films, but rather, to do so in our own special way.
"We always wanted to make films close to our hearts and with stories that we believe will resonate with our audience. Lahat ng kwento ay may kwenta. And it is our company's goal to showcase these stories that will surely resonate with the Filipinos."
Being a business owner has its advantages and disadvantages. Camarillo's job now that she does not only direct even became more fulfilling. She has to work in every important detail of production.
"It was inevitable, but I had to wear different hats in this company," asserted the undaunted Camarillo. "The easiest comparison, of course, is when my creative skills as a director and as a creator are conflicted with the business and corporate side of production.
"Balancing both is essential. The biggest advantage, however, is that I can be meticulous with our projects and fine-tune it [to] our preference."
When Camarillo was younger, she really wanted to have a career in media, specifically in broadcast news and current affairs. She graduated with a degree of BA in Communications, Major in Journalism at the University of the Philippines, Diliman.
"I initially wanted to pursue a career in news and current affairs, but I was led to a different path. I encountered different opportunities that led me to take a path in television and filmmaking, which led to my career as a director."
The last destination that Camarillo visited before the pandemic was Japan.
"The country has always been special to us as a family, and we take the opportunity to go there whenever possible," she said. "Coincidently, my most recent trip was in Nagoya, Japan, for an international film festival.
Camarillo's 27-year-old daughter, Ellis Catrina, wrote the story of "Chances Are, You and I," which surprised the mom herself. The daughter again wrote the story of the sophomore outing, "That Kind of Love," the first big screen partnership of Barbie Forteza and David Licauco.
"My daughter is a writer by heart," Camarillo disclosed. "She really loves to write stories. When we put up our production outfit, Pocket Media Productions, I told the family, 'Why not utilize our family members?' I encouraged them."
Camarillo's family members eventually got involved working in the company's production outfit. She functions as director and executive producer. Her husband, Eric, is the finance head, while the administrative head is her sister.
Paralegal is her lawyer-son who drafted all the contracts. Third daughter, Ellis, was the screenwriter. Caterer was her eldest daughter, who is a chef. The youngest, although not involved in the production, is a performing arts major at De La Salle University-College of St. Benilde.
"Other than [asking] other people to work on the outfit, let's utilize what we have," Camarillo said. "This film has become a family affair. Surprisingly, after I read the script, I was so amazed at the story my daughter came up with.
"She also wrote 'That Kind of Love,' the first big screen partnership of Barbie Forteza and David Licauco, slated to be shown July 10."
Camarillo manages to juggle time between work and home, and keeps a balance between the two.
"I classify and prioritize tasks to have an idea of what to accomplish for the day," she said. "The advantage of having a family-owned company is that I can work closely with my family and at home.
"Shifting between work-related duties and family obligations can be seamless. Most of my time working is spent on meeting other people who want to collaborate and venture with our company."
Getting the "best support" from her loved ones came in easy for the fact that they work together within the company. "As a family-owned company, our interactions are a mixture of work and familial interactions," said Camarillo.
"It can be challenging from time to time, but the fact that we know that we are all in this together is what motivates us to continue moving forward."
Camarillo always takes the opportunity to travel with her family when she has the time. "Much of how we unwind was the catalyst on why we created Pocket Media Productions," the director disclosed. "We are simply a family that loves to travel, eat and watch good films. It just made sense for us to eventually create our own films to watch."
Her day is mostly spent on meetings — to update with the company's current projects or make connections with others who wish to collaborate with the company. Her weekends are mostly the same as her work routine.
Camarillo's mother is her role model. "She taught me to never quit in anything that I am passionate about and to continue looking for opportunities to grow and achieve my goals."
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QUICK QUESTIONS
WHAT IS YOUR BIGGEST FEAR?
Untimely death. Especially in the family.
WHAT REALLY MAKES YOU ANGRY?
Betrayal and people who speak behind my back.
WHAT MOTIVATES YOU TO WORK HARD?
My family.
WHAT MAKES YOU LAUGH THE MOST?
My husband's jokes.
WHAT WOULD YOU DO IF YOU WON THE LOTTO?
I would travel the world.
IF YOU COULD SHARE A MEAL WITH ANY INDIVIDUAL LIVING OR DEAD, WHO WOULD THEY BE?
My late grandfather.
WHAT WAS THE LAST BOOK YOU READ?
"Love in the Time of Cholera" by Gabriel Garcia Marquez.
WHAT CELEBRITY WOULD YOU LIKE TO MEET FOR A CUP OF COFFEE?
Hollywood actor Brad Pitt, my ultimate celebrity crush.
WHAT IS THE MOST DARING THING YOU HAVE EVER DONE?
Marrying my husband is the most daring thing I did. I am now happily married for 30 years.