The homegrown creative agency — led by chief creative director Harry Hartman — brings “Song of the Fireflies” to great heights, thanks to a trailblazing campaign that helped the film win the Special Award for World Premiere and Best Picture, among others, at the Manila International Film Festival (MIFF) 2025 in Hollywood, California.
After seven long years, Song of the Fireflies, a musical film based on the heartwarming story of the Loboc Children’s Choir (LCC), finally made its triumphant debut at MIFF 2025.
As the festival’s Best Picture winner, Song of the Fireflies bagged a $150,000 co-production package deal from Birns & Sawyer, one of the oldest film equipment rental companies in Hollywood. The film also won the Special Award for World Premiere for promoting Philippine music, arts and culture.
Singer/actress Morissette also won Best Actress for her film debut, while Rachel Alejandro won Best Supporting Actress and Noel Comia Jr. won Best Supporting Actor.
Almost shelved
In the same way that the production team had to overcome the pandemic and a typhoon in Bohol, the film’s producers also faced equally challenging circumstances as they endeavored to bring their masterpiece to the silver screen. Hartman Communications‘ chief creative director Victor Harry Hartman added that the film, which took seven years to develop, was even almost shelved at some point.
After a series of attempts to bring Song of the Fireflies to various festivals in the Philippines, Hartman Communications pushed for the film’s theatrical release, culminating in its successful entry into the MIFF 2025 and a global release, including screenings in Australia and Houston.
“The movie has fallen onto my lap with a problem that they wanted me to solve. How are we going to push for the theatrical release in the Philippines? And, I said, if it is too congested in Manila, let’s go to Hollywood!” Hartman said during the awards night. Believing in the beauty and the power of the movie’s storytelling, Hartman and its collaborators pushed the envelope, to share it with the rest of the world.
“We’re thrilled for everyone in the Philippines and around the world to experience this amazing film that showcases not only the beauty, but also the world-class talent our country offers. As we broadened our audience reach, we were able to highlight the film’s beauty, which captivated viewers globally. This journey demonstrates that, in everything, there is a divine timing, and this is just the beginning,” Hartman said during a separate panel discussion.
The movie won praise from Filipino and American filmmakers as well as members of the international media. It also resonated with ordinary viewers, generating one of the most-attended screenings at MIFF 2025 by virtue of its powerful and well-told story.
With this said, Song of the Fireflies set to have its local release this summer, an international release at the WorldFest-Houston Festival this May and a global release via streaming platforms after its theatrical and festival runs.
Beyond MIFF 2025
MIFF 2025 is made possible through the dedication of MIFF board members and founders Omen Ortiz, Janet Nepales, Ruben Nepales and Ebradu Udarbe. Along with the First Lady of the Philippines, Liza Araneta Marcos, who is a constant supporter of Filipino artistry, culture, and craftsmanship. It has also garnered significant support from the Filipino-American community, with Ambassador Jose Manuel Romualdez, Philippine Ambassador to the United States, joining Filipinos behind the effort in emphasizing the government’s commitment to uplift the local film industry.
MIFF chairman and founder Omen Ortiz; First Lady of the Philippines Liza Araneta Marcos
Skinqure — a Hartman Communications brand — was also a partner, with TCL Chinese Theatres as screening sponsors.
Looking forward, Hartman Communications is set to make waves on the global stage as it strengthens its collaboration with the upcoming Manila International Film Festivals and the FilAm Creative Association, USA. This partnership also marks an exciting step in Hartman Productions’ expansion into global film production.
The agency is also working on future efforts to support the Filipino-American community. Notably, Hartman recently partnered with PeopleAsia — where the ambassador is the publisher, president and CEO (on leave) — for its YouTube launch and digitization efforts.
