Morena
Finding Freedom In Your Own Skin
“I realized how people from my own country treat me differently because of my darker skin.”
The short documentary MORENA tells the uplifting story of the Philippine National Surf Athlete Ikit Agudo, who overcame the pressure to blend into a society obsessed with skin whitening. Within the ocean, she found happiness, strength, and pride in her roots. Inspiring young girls around the world to embrace who they truly are.
In the Philippines, skin-whitening remains a billion-peso industry, a legacy of colonial beauty ideals that for generations have led many to neglect their true identity and natural beauty.
| Client | KAIZEN STUDIO original |
| Agency | KAIZEN STUDIO |
| Director | Steve Won |
| Services | concept creationscriptproductionpost production |
from visionto impact
01
We created Morena for the purpose to uplift and empower the young generation facing discrimination and social pressure by society maniuplated by the beauty industry promoting skin whitening products.
MORENA was developed with a branded-content mindset from the start. However, to protect the authenticity and cultural integrity of the story, we chose to release the film independently.
This allowed the project to remain uncompromised and deeply connected to the community it represents — while demonstrating how emotionally relevant storytelling can travel far beyond traditional campaign structures. The response confirmed that decision.
why we did this film
02
production approach
MORENA was produced with a deliberately lean and collaborative setup. The core production team consisted of three people, working closely with local collaborators in the Philippines. Rather than parachuting in with a large external crew, we embedded ourselves in the community and built the project together with the people it represents.
Before shooting, we spent time on the island doing research, building trust, and sharing filmmaking knowledge with local participants. Community members were introduced to the filmmaking process, involved in preparations, and supported on set. Creating a shared understanding of both the story and the tools used to tell it.
03
impact
To reach as many young people as possible, we released MORENA for free on YouTube.
To build awareness, we crafted a highly emotional, story-driven teaser and social media assets for Instagram, Facebook, and TikTok, designed to connect instantly and invite conversation.
Women across the Philippines and beyond shared their own stories of insecurity, discrimination, and self-acceptance. Many expressed that they felt seen for the first time and deeply connected with our film.
The film spread purely through relevance and emotional resonance. Without paid media and without algorithm boosts. 100% organic reach through cultural relevant storytelling.
the result
A proof-of-concept for culturally relevant branded storytelling.
MORENA reflects the kind of work we stand for.
In a time of content overload and AI-generated noise, we believe real impact comes from human-centered storytelling.
Stories that build empathy, spark conversation, and create cultural relevance.
This is the future of branded content we believe in.
behind the scenes
The making of MORENA was as raw and real as the story itself.
Shot over multiple periods with a small team, the production faced constant uncertainty — from weather and logistics to health challenges and shifting conditions on the island. Many scenes required patience, trust, and timing rather than control.
What held the project together was a shared belief in the story and a deep connection with the people involved. The process demanded flexibility, resilience, and a willingness to adapt at every step.
Behind the camera, MORENA was built through persistence, collaboration, and the refusal to let the story go unfinished.
