Manila City is one of the most popular cities in the Philippines, having a vast tourist destination, including the eight (8) tourism hubs of Manila City, which details a comprehensive list of major attractions and activities. However, preliminary data gathering results, including interviews from the Department of Tourism, Culture and Arts of Manila (DTCAM) and pre-survey assessment, reveal that there is an observed number of youth who have lack of awareness about the maj or attractions and activities available in the eight (8) tourism hubs of Manila. With this, this study aims to develop and implement a hybrid 3D animated film and digital campaign that promotes the maj or attractions and activities available in eight (8) tourism hubs of Manila City in partnership with the DTCAM. The study employs a mixed-method of study, utilizing formative and summative evaluation, including interviews and survey subject matter expert, survey with target audience, and digital campaign analysis. The proj ect revealed positive insights from the subject matter experts, which notably affirms that the overall 3D integration, film, social media, and graphic design components itself also contributed to positive results, which encompasses satisfactory performance. In terms of target audience, the acceptance surveys, which denote that the target audience was able to gain better awareness of the maj or attractions and activities available in the eight (8) tourism hubs of Manila City. And in terms of digital campaign analysis, the key performance indicator in social media insights showed that the digital campaign performance garnered a positive growth rate in terms of number of reach, engagement, and number of followers, denoting that the digital campaign has maximized its platform in creating awareness and expanding audience base.

Bulacan has a rich history with significant events in the Philippines, but there's more to it than just that. Bulacan has its own unique culture, arts, and plenty of interesting tourist spots. This study explores how digital campaigns and institutional branding can be utilized to promote and help connect the youth with the history, arts, culture, and tourism of Bulacan and familiarize them with the Provincial History, Arts, Culture, and Tourism Office (PHACTO) with its programs and initiatives. It emphasizes how understanding cultural heritage is important for young people to express themselves and connect more with their roots, helping to increase the cultural heritage tourism in Bulacan. The digital campaign consists of an online series, titled, “Ika nga sa Bulacan!”, a 10-episode that will run 3-5 minutes each and also publication materials that incorporate holidays or events, trivia, tourist destination and message posting. The proponents will perform via a mock-up Facebook page by posting the online series and publication materials such as graphics and short-form videos. Along with this output is the institutional branding that consists of a campaign logo and audio-visual presentation (AVP). These multimedia outputs are supplementary materials that highlight Bulacan's cultural heritage tourism. To evaluate the effectiveness of the materials, the researchers will gather data from ages 15-30 from the target audience, subject matter expert and technical expert people, regardless of their gender, marital status, and race. The audience will evaluate the study through various processes such as Formative Evaluation and Summative Evaluation.

Research on affinity spaces in the Philippines is lacking, namely the subjects-the online communities of vtubers, furries, and fanfiction. As such, the research objective includes to gain a better understanding of these affinity spaces, and implement them to the research's audience through informative explainer videos coupled with a narrative. There is also a digital campaign, and an animated music-video to act as a climax to the aforementioned narrative. The research is conducted in the perceived context of having these affinity spaces largely related to the nature of the multimedia space and contemporary world in general, as well as being related to the study of online community behaviors. Once project context and related literature are gathered, the output commences in production, then a formative evaluation is conducted, followed by a summative evaluation after sampling project demonstrations. The methodology used for the data gathering employs a mixed method approach, with a qualitative approach used mainly for interviews with experts on the fields, and quantitative on surveying the respondents about the project. Purposive nonprobability sampling will be used when dealing with quantitative data, purposive sampling for gathering substantial amounts of information from point persons, and Slovin's formula for unbiased samples respectively. The population sample will be gathered from third year students currently enrolled in the Multimedia Arts from FEU Institute of Technology, while clustering ages 16-25 in gen z. A majority of the data gathered from the evaluations yields satisfactory categories in surveys from summative testing, compared to a lower score on formative, which entails a success when deducing how audiences would learn more about these affinity spaces. Thus far, the research adds available academic information regarding these topics in the Philippine context, to which any interested party may source from.

“TRACK2TRACK: A Digital Communication Plan on Passenger Information Dissemination for LRTA” outlines an innovative initiative aimed at revolutionizing the way information is disseminated to passengers within the Light Rail Transit Authority (LRTA). The project, known as TRACK2TRACK, leverages digital communication strategies, including real-time updates, interactive maps, and mobile applications, to provide accurate and timely information to commuters. Complementing this approach are eight short-form videos, strategically designed to convey essential aspects of the digital communication plan concisely. This comprehensive strategy aims to enhance overall transit experiences, improve system efficiency, and potentially serve as a model for other transit authorities seeking effective and engaging passenger communication solutions.

Artificial intelligence (AI) is becoming a disruptive force in digital marketing and advertising in the Philippines, transforming how brands plan, execute, and engage with their audiences. This study explores the impact of AI technologies such as automated targeting, personalized content delivery, and campaign optimization on industry practices and professional skillsets. Using the Task Technology Fit (TTF) Model and sentiment analysis, the research identifies a growing dependence on AI tools alongside significant challenges. These include a shortage of AI-related training opportunities, limited institutional support, and ethical concerns related to privacy and algorithmic bias. Despite these obstacles, there is cautious optimism among marketing professionals regarding AI’s potential to enhance creativity, efficiency, and strategic decision-making. The findings emphasize the importance of developing human-AI collaboration frameworks, strengthening ethical standards, and promoting AI literacy across sectors. Collaboration among educational institutions, industry leaders, and policymakers is essential to building a resilient and future-ready advertising workforce in the Philippines.

This study examines how multimedia arts students perceive generative artificial intelligence (AI) as a potential threat to traditional artistic practices. While AI-powered tools are increasingly integrated into creative processes, offering benefits such as efficiency, expanded techniques, and access to new artistic possibilities, their use has sparked concerns about the declining role of manual skills and the authenticity of AI-generated works. Using Rogers’ Diffusion of Innovations Theory as a framework, this research explores student insights through qualitative analysis, including keyword frequency and word cloud visualization. Results indicate a generally positive attitude toward AI’s practical applications, yet students express reservations about its impact on creative identity, originality, and ethical considerations such as copyright and attribution. These findings suggest a need for educational approaches that introduce AI critically and constructively, ensuring that emerging technologies enhance rather than replace human creativity. Future research should explore pedagogical strategies that preserve traditional artistic values while preparing students to navigate an evolving creative landscape.

The integration of Artificial Intelligence (AI) is reshaping digital marketing in the Philippines by enhancing communication technology, enabling precise targeting, automating processes and delivering personalized experiences. This study examines how AI adoption aligns with multimedia education, educational technology and the growing need for sustainability literacy in the digital age. Using the Diffusion of Innovations theory and word cloud analysis, the research uncovers a significant gap between AI's capabilities and the readiness of Filipino digital marketers. Barriers such as limited access to digital resources, lack of formal training and unresolved ethical concerns like data privacy and algorithmic bias hinder responsible implementation. These challenges highlight the importance of equipping digital media and multimedia arts students with AI-related competencies and ethical awareness to remain relevant in the evolving industry. Strengthening collaboration between academic institutions, industry leaders and policymakers is essential to ensure inclusive and responsible AI integration. By investing in accessible digital learning tools, ethical frameworks and continuous skill development, the Philippine digital marketing ecosystem can achieve sustainable innovation while promoting equitable use of emerging technologies.

Generative AI is transforming digital creation by providing artists with tools that enhance efficiency and unlock new creative possibilities. In multimedia arts, including the growing digital art scene in the Philippines, AI-powered platforms are being used to accelerate workflows, automate tasks, and introduce innovative artistic techniques. While these advancements enable Filipino digital creators to experiment and increase productivity, they also raise concerns about originality, authenticity, and the diminishing value of traditional artistic skills. This study examines student perspectives on AI's impact using aspect-based sentiment analysis. The findings reveal that while students appreciate AI's accessibility and time-saving benefits, many remain cautious about its long-term influence on artistic growth. The Diffusion of Innovations Theory was applied to analyze AI adoption, highlighting both its advantages and challenges. Ethical concerns, such as copyright issues, fair attribution, and the potential devaluation of human-created art, continue to spark debate. These results emphasize the importance of an educational approach that integrates AI as a supportive tool rather than a replacement for human creativity. For Filipino digital creators, especially those in animation, graphic design, and content creation, it is crucial to balance AI's advantages with a strong foundation in artistic expression. Future studies should explore how AI can be leveraged to empower artists while preserving the unique cultural and creative identity of Filipino multimedia arts.

The accelerating integration of artificial intelligence (AI) within the field of integrated marketing has prompted a reevaluation of the competencies required of future creative professionals. This study examines the preparedness of multimedia art students in the Philippines to engage with AIenhanced marketing environments. Anchored in the TaskTechnology Fit (TTF) Model, the research investigates students' familiarity with and attitudes toward key AI applications, including automated audience targeting, personalized content delivery, and real-time campaign optimization. The findings indicate a growing awareness of AI's relevance; however, this is accompanied by critical gaps in training access, institutional infrastructure, and ethical literacy-particularly in areas concerning data privacy and algorithmic fairness. While respondents exhibit cautious optimism regarding AI's capacity to augment creative and strategic functions, the study underscores the urgent need for curriculum development, crosssector collaboration, and ethical guidelines to support humanAI collaboration. These efforts are essential to cultivating a resilient, future-ready marketing workforce capable of navigating the evolving dynamics of AI-driven industries.

This study investigates the dating app experiences of queer Filipino women during the COVID-19 pandemic to address the lack of representation and understanding of their unique narratives. Using a qualitative case study approach grounded in intersectional feminist methods, the research involved in-depth interviews with seven self-identifying queer Filipino women. Four key themes emerged: exploration and personal growth, app functionality and user experience, challenges in virtual interaction and safety, and shifting social dynamics. These findings were transformed into a five-episode motion graphics series, integrating visuals, audio, and aesthetics rooted in the research to offer a holistic presentation of the topic. The study highlights how dating apps, while promoting inclusivity and freedom of gender identity expression, continue to be influenced by traditional patriarchal structures. It also emphasizes the potential of multimedia as an innovative learning framework to amplify marginalized voices, particularly through participatory production methods for authentic representation. Further exploration of digital dating across various socioeconomic backgrounds and the continued development of inclusive educational tools are recommended to deepen the understanding of queer Filipino women's experiences within the evolving digital landscape.