Why Filipino creatives are coming together to build a Pinoy animated series for kids
For those of us who grew up in the golden age of national TV, the first few notes of the Batibot theme or the colorful opening of Sineskwela spark immediate nostalgia. Those shows provided a deep sense of belonging because the characters looked like our neighbors and spoke like our parents. We saw ourselves reflected in those stories, and in doing so, we realized our world was worth exploring.
Today, we are bringing that familiarity back for a new generation. In the endless loop of global trends on social media, a new face will emerge. She has the Pinoy sun-kissed skin, eyes full of wonder, and a voice that speaks the language of our shores. Say hello to Agos, Ang Batang Isla, a five-year-old child navigating life in our islands and the face of a mission to reclaim the Filipino childhood.
This mission is personal. My foundation in storytelling for children’s programming began during my time as a producer and writer for Matanglawin, an award-winning documentary show on ABS-CBN. That experience showed me that our children deserve a hero who looks like them and a world that loves them back
Where are the children’s shows?
The spark for this project started during a short consultation stint with the National Council for Children’s Television (NCCT). I realized that despite our rich culture, a massive gap exists in local children’s programming.
I saw this gap as an opportunity to address a critical national issue: literacy. According to the World Bank, the Philippines faces a significant challenge where 91% of Filipino 10-year-olds struggle with foundational literacy. We created Agos so children can see their language and traditions reflected in a story, giving them a reason to care, to read, and to protect.
The narrative journey of Agos reflects the simple, grounding rhythms of a Filipino home. Each story begins with Agos asking permission to play and explore the island—a nod to the respect and curiosity we want to instill in our youth. Her adventures take her through the lush landscapes of our archipelago, only to end with a familiar, comforting call: her nanay’s voice asking her to return home for dinner. It is a cycle of exploration and belonging that mirrors the heart of every Filipino family.
Human craftsmanship over automation
We bring this vision to life by combining 3D animation with the soul of Filipino storytelling. In an age of increasing automation, we have made a definitive choice to prioritize human craftsmanship.
In our studio, we celebrate and respect the depth of the Filipino creative. To ensure Agos moves with authentic warmth, we use world-class motion capture technology to record the performances of a theater actress Aliyah Hailey Serrano. The subtle nuances of human emotion are best captured from a soul trained in the craft of performance.
This process also empowers our creative community. We pair experienced network veterans with young animators from Northwest Samar State University. This multi-generational bridge ensures that Agos’s world is a reflection of our diverse provinces.
Our creative director, Cedric Hornedo, is the architect of this hi-tech production innovation.
A pioneer in XR virtual production and real-time animation, Cedric ensures our output rivals international studios.
"It is about fostering a system that embraces authentic human performances," Cedric explains. "We utilize 3D animation to elevate our local landscapes to a global cinematic standard, making our heritage feel larger than life.
'Kumusta po kayo?'
The authenticity of Agos extends to her voice. We found the heart of the character within our family; Agos is voiced by my niece, Kylie Zoe Aluning, who brings a raw, unmistakably Filipino kid’s cadence to the role.
We are also joined by industry icon Kuya Kim Atienza, our former Matanglawin host, who serves as the narrator for our pilot episode. Kuya Kim bridges the gap between the shows we grew up with and the future we are building today. His perspective remains our North Star: "Kids are like blank canvases; it is the perfect time to imprint positive values amidst today's social media noise."
Joining our creative team is veteran film composer and audio engineer Doy Ongleo. As the man behind the original Matanglawin arrangement, he is now scoring the opening billboard for Agos. His work ensures the series sounds as world-class as it looks, creating a signature sound that we hope will stay with this generation as a source of nostalgia when they grow up.
Project Agos is in its growth phase, and we are continuously looking for and engaging with mission-aligned partners. While the series is world-class 3D animation, the project extends beyond the screen. Recognizing that literacy is a multimodal challenge, we are developing a series of books published in Filipino, Ilocano, and Cebuano to turn passive watching into active reading.
In Quezon City, the "City of Stars," we see the potential of our local creative industry every day. We remember that it takes a village to raise a child, and it takes a nation to build a hero.
The "village" starts here, with every parent and creator who believes in the Filipino creatives’ magic. There is a space for everyone to ensure the Filipino children remain the protagonists of their lives, finally giving Filipino children a reason to look at the screen and say, "Uy! Ako po ‘yun ah!"
