ISUFST’S Jeff Martinez: The first president of SineAI Guild

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Artificial intelligence has turned storytelling into something alive. No longer limited to books or cameras, stories now stretch, grow and dream bigger than previous generations ever imagined.

In Western Visayas, one student has stepped into history by leading this cinematic frontier — Jeff Edrick Martinez, a 20-year-old BS Information Technology student from ISUFST–Dingle Campus and the first president of the SineAI Guild of Western Visayas. His election took place on Aug. 12, 2025, during the DOST-hosted AI Fest Technical Conference held at the Iloilo Convention Center in Mandurriao, Iloilo.

Jeff’s journey proves that greatness doesn’t always wait for graduation. Hailing from Moroboro, Dingle, he never imagined he would one day lead a pioneering group of AI filmmakers. “It was unexpected,” Jeff said. “But a great honor and privilege. To be the first president of this guild means being entrusted with a vision larger than myself.”

Jeff never planned to be a filmmaker. He was just trying to finish a school project when editing caught his imagination. One Google search turned into hours of exploration, and assignments became experiments. That curiosity soon took root and grew into something real.

At ISUFST, his craft found fertile ground. The ICT Literacy Skill Competition during university week gave Jeff and his team their first taste of victory — bagging first place in the 2024 infomercial contest. That triumph wasn’t just a medal; it was ignition. “That’s when I knew I wanted to push further,” he said. His college dean, Dr. Noel Caliston, later encouraged him to join the SineAI competition, unknowingly pointing him toward history.

From that competition, the SineAI Guild was born. In a Zoom meeting on July 31, 2025, representatives from universities across the region voted for officers. For Jeff, hearing his name was surreal. “I was flabbergasted,” he recalled with a laugh. “I honestly didn’t see it coming. But maybe they believed in my leadership and the work I’ve shown.”

During the filming of the short film entries for SineAI on Aug. 11, 2025 — the opening day of AI Fest 2025 — another milestone quietly unfolded. The newly elected SineAI Guild officers also took their oaths before Department of Science and Technology Secretary Renato Solidum Jr., marking a new chapter for young creatives in the region. Leading the pioneering slate are President Jeff Edrick Martinez (ISUFST), Vice President Diether Jaye Catolin (WVSU), Secretary Xavier Jess Villanis (USA), with university representatives Christian Chaves (ISUFST), Kate Fernandez (ASU), Rome Falalimpa (USA), Alisha Barcenal (UA Main), Ariane Pearl Gegawin (WVSU), and Krystal Laura Sangacena (PHINMA UI).

ISUFST was doubly proud that day, with two teams competing in the film tilt: CICT Media and Arts with System Error Bayanihan by Martinez, Kate Russel Belator, Geolf Brye Bilona and Andrei Jerhan Pontero; and EsClips with Sikhay by Chavez, Andre Miguel Ladores, Jun Michael Hechanova, Rodolfo Sapin and Zyke Thomas Sables.

For Jeff, the oath-taking and film screening were not just ceremonial — they were extensions of the work he has long been doing. As governor of ISUFST’s College of Information and Communications Technology Student Council, he has led teams, advocated causes and remained grounded under pressure. Combined with his flair for digital design and filmmaking, it’s no surprise he has emerged as one of the region’s most promising student leaders where art meets technology.

The guild’s formation is a significant milestone. For the first time, Western Visayas has a collective focused on AI-driven storytelling. As president, Jeff wants more than titles and meetings — he wants a movement. His rallying cry is to build a “Visayan Wave” in AI cinema, blending local heritage with futuristic tools. “I want a community where creativity and innovation unite, producing films we’ve never seen before,” he said.

Jeff’s advocacy aligns with ISUFST’s mission to empower communities and produce globally competitive graduates. Just as the university grounds itself in fisheries, agriculture, education and technology, Jeff envisions a guild anchored in culture, ethics and creativity. “AI should remain our tool,” he emphasized. “It must never rule us. Our stories must still carry human heart.”

Jeff isn’t short on ideas. One of his biggest is a digital hub where young creators can showcase films, test AI features and connect with fellow storytellers. With training in digital design through DICT-LMS, he’s already drafting a website, logo, templates and branding. “My principle is simple,” he said. “Learn as much as possible and turn it into a masterpiece.”

But Jeff knows a creative community needs more than digital space. He wants workshops, competitions and showcases that bring people together. “With the help of our advisers, Sir Jonathan Jurilla and Sir Emmanuel Lerona, we will produce a film as the guild’s first project,” he said. For him, the guild isn’t just an organization — it’s a creative family.

ISUFST has long been recognized for sustainable education, proudly receiving awards from CHED for internationalization, peace education and indigenous peoples’ education. Jeff’s election to this pioneering AI guild adds another layer to that legacy, showing that ISUFSTians — also known as the ISDA Blue Thunders — are not only stewards of the sea but also innovators in the arts. “It reflects well on our university,” Jeff said. “People will say, ‘Wow, ISUFSTians are capable and talented in filmmaking too.’”

For Jeff, AI is not about shortcuts — it’s about possibilities. He sees it as a brainstorming partner, a turbocharger for creativity. “AI can give you ideas in minutes, but it still needs human guidance to create the best results,” he said. He envisions a future where production is faster, storytelling is richer and opportunities are wider — if guided by ethical hands.

What inspires him most is not recognition but impact. “I hope that through a high-quality AI film, we can spark enthusiasm in creative minds across the region,” he said. His dream is for the SineAI Guild to grow into a national powerhouse — hosting events, influencing the field and elevating young filmmakers to the national and even international stage.

Jeff’s vision is bold yet clear: a guild that learns together, welcomes all and shows how imagination and technology can grow stronger together. For him, this is not just leadership — it’s a calling tied to service.

As Iloilo City and the rest of Western Visayas look to the future, Jeff Martinez’s story is a reminder that innovation doesn’t always begin in boardrooms. Sometimes, it starts with a student’s curiosity, a late-night YouTube tutorial or the quiet resolve of a young leader from Dingle. Carrying the ISUFST name, Jeff steps forward with empathy, wit and vision — proof that when passion meets purpose, even the newest voices can lead the way to a brighter, bolder tomorrow. (Photo by Herman Lagon/PAMMCO)