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Benedict Yalung grew up surrounded by the magic of cinema. As the son of acclaimed Filipino filmmaker and producer Ben "M7" Yalung — known for classic action films like "Zuma" (1985), "Anak ni Zuma" (1987), and "Jones Bridge Massacre" (1989), among others — it seems only natural for him to follow in his father's footsteps.
"I have," confirms the doting son, but with a light chuckle, quickly adds, "though I took a slightly different path."
You see, while Benedict inherited his father's deep love for storytelling, he found himself charting a different course, given the evolving industries within the creative landscape and new opportunities inherent to his generation.
All the same, there is no denying the deep admiration Benedict has for his father, not just as a filmmaker but as a guiding force in his life. This was evident during a media gathering meant to highlight his own achievements. Even then, Benedict naturally gravitated toward stories about the legendary M7, his eyes lighting up as he effortlessly wove his father's influence into the many anecdotes he shared.
"I was always with my dad on set," Benedict recalls. He remembers meeting the late King of Philippine Movies, Fernando Poe Jr., who starred in many of his father's productions, and feeling completely starstruck.
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Benedict Yalung TMT PHOTO
His cheeks also turned bright red when he admitted to once appearing in an M7 full length feature.
"They needed an altar boy for a scene, and when the extra didn't show up, I had to step in," he laughed, joking that the production saved money that day since, as the owner's son, he came free of charge.
To therefore say that the film set was Benedict's playground is an understatement.
"Instead of playing with my friends, I'd rather watch how movies were made while growing up. The actors, the cinematographers, the whole crew, and how everyone worked — it was fascinating."
Unfortunately, by the time Benedict finished college in the US, the Philippine film industry was no longer as robust as when he left.
"I took up Film in the States, but when I came back, the economy wasn't great and the industry was affected like everything else," he explains.
That was when advertising and digital media beckoned to the second-generation filmmaker, offering a new platform where he could nonetheless apply his creative vision.
Making it a point to share that the senior Yalung never pressured him to take on the family movie business, he is all the more grateful for what his dad instilled in him and his siblings — an unwavering drive and commitment to excellence — principles that would serve him well in his own career.
"He always told us to pursue what we love, but with discipline and determination. He himself wasn't a director at first — he was a businessman who worked his way up and do what he really wanted. Then he established his own film company and directed films that eventually became part of Philippine cinema history."
From film to digital mastery
Granted that Benedict didn't go into filmmaking per se, he has surely done his father proud with his success in advertising and digital media.
As CEO of Universal Vision, which he started in 2014, Benedict built a company specializing in digital marketing, events, and content production. His firm has since been instrumental in high-profile projects, including those for Megaworld, and more significantly, the Department of Tourism (DOT).
"I started with nothing, but I never gave up," Benedict says. "We kept pushing forward until we were blessed to land a big project and then another after that."
One of his proudest achievements is in line with the ongoing "Love the Philippines" campaign, where his company was able to play a key role in crafting the country's global tourism image. Conceptualizing, producing and directing the now popular flagship video featuring hit singer Morissette, he captured breathtaking destinations across the Philippines — both known and undiscovered — showcasing the country's beauty with vivid colors and sweeping cinematic sequences reminiscent of his father's era.
"When you see that video, you feel the heart of the Philippines," he says. "We wanted to do more than just a commercial — for people to love and appreciate the Philippines the way we do."
A legacy in a different light
Despite working in a different space, Benedict sees himself as carrying on his father's legacy albeit with a different lens.
"My father built a film school, the Asia Pacific Film Institute, to train the next generation of filmmakers," he says proudly. "I may not be directing movies, but I'm still telling stories. I'm still shaping how people see the world — just through a different medium."
Benedict did let slip that there are discussions between him and the senior Yalung about re-entering the film industry. "We're exploring some ideas, and I've been talking with my dad about it," he imparts. "We'll see what happens. He's still very active teaching at the school."
For now, though, Benedict remains focused on growing Universal Vision and helping put the Philippines on the global map through creative media. Beyond just promoting tourism, he sees his work as part of a broader effort to elevate the country's image — one that goes beyond scenic landscapes to highlight Filipino culture, creativity, and resilience.
"We do what we can to help," he humbly avers.
He is also busy these days working with candidates on their commercials. As before, his final cuts won't be just straightforward "vote for me" ads but will instead harness storytelling to effectively convey each candidate's all-important platforms.
And in many ways, this approach is a testament to the legacy Benedict Yalung carries forward.
"Maybe I didn't take the exact same path as my father, but we share the same passion," he reflects. "At the end of the day, it's about storytelling — and that's in my blood."
