Not just another short film gone viral
“PITAKA,” A short film about a hardworking man who sets aside his own dreams to provide for the needs of his younger brother who would later show his gratitude for it, has garnered over 630,000 views and 12,300 shares on Facebook in just five days.
Presented by McJim Classic Leather through its Get Reel online campaign, and directed by Chris Cahilig, the short film is commended by netizens for its “relatability” as viewers can empathize with both kuya and younger sibling.
It breaks the two-minute rule of videos that go viral.
“It is very unlikely for lengthy videos to become viral, or even watched in full, because of the short attention span of netizens,” Cahilig said. “But ‘Pitaka,’ which runs for a little over eight minutes, captured the attention of many Filipinos because it is their story, their families’ story – and a story that I believe is worth telling.”
An element that made the film different from other viral videos is the use of a Filipino poem – in lieu of a simple voice over or dialogue – in the narrative.
The poem, carrying the same title as the film, was written by Palanca award-winning poet Louie Jon A. Sanchez, a professor in Ateneo de Manila University.
Viewers also praised the sensitive portrayals of the lead stars of the short film, namely Karl Medina and newcomer Art Artienda, who happens to be a new member of Pinoy boyband 1:43.
“Pitaka” also features the voice of singer Neo Domingo.