Antoinette Jadaone's new film studio Ilaya Ilaya is more than just a new chapter in her career. For the director, it is a reminder of a dream she first carried with her during her college years.
Spearheaded by Antoinette and longtime collaborator and producer Reign Anne De Guzman, Ilaya Ilaya was officially unveiled during an intimate event in Makati on September 26.
Days after the launch, Antoinette took to Instagram to share the story behind the studio's name and how it traces back to her time as a college student at the University of the Philippines.
“Ilaya ang pseudonym ko nung college. Narinig ko kasi sa SocSci 1 (Social Science) prof kong ang Ilaya pala ay paitaas, itaas ng ilog, kung saan nanggagaling ang ilog, upstream. Simula nun, na-in love na ako sa ‘Ilaya,’” she maintained.
“‘Yun na pinangalan ko sa blog ko (blogdrive, blogspot). ‘Yun na rin gamit ko pag nagsusulat ako. ‘Yun din unang tato ko—baybaying Ilaya. In fact, sinabi ko pa nga sa sarii ko, pag nagkaanak ako, ang ipapangalan ko sa kanya, Ilaya.”
She described Ilaya Ilaya as her “firstborn,” reflecting on how much had happened since her college days.
“Ang dami nang nangyari, and I didn’t realize, kala ko di ko na magagawa ‘yun, pero na-realize ko nung Sabado, sh**, naipangalan ko pa rin sa anak ko/namin ang Ilaya.”
The realization also prompted Antoinette to imagine speaking to her "college self," who was once simply dreaming while studying.
“Teh, habang kumakain ka ng monay with cheese dyan sa Maskom, share ko lang sa’yo na, tagumpay, eto na si Ilaya. Kakaire pa lang pero ni walang sakit o hapdi kahit normal delivery. Dinoble ko lang para mas pak, lilingunin ko kung di mo narinig the first time, at in the tradition of Market Market, Tokyo Tokyo, at Vanna Vanna.”
The film studio's launch was attended by several filmmakers and producers, friends, and celebrities namely Angelica Panganiban, Maris Racal, and Kaila Estrada, as well as ABS-CBN heads Carlo L. Katigbak, Lauren Dyogi, and Kriz Gazmen.
Antoinette's longtime friend and podcast co-host JP Habac was also among those present.
While celebrating the studio's future, Antoinette also took a moment to recognize how the milestone came together with the people who have been part of her journey.
“Di n’yo alam—at di ko rin namalayan—na habang kumakain ng pizza at umiinom ng cocktails kahit hapon pa lang, habang nagtatawanan kasama ng mga taong lagi naman nakakasama at hindi madalas makita, habang nakikinig sa mga panel, sabay pala nung may pangarap na ring natutupad. Nakalimutan lang siguro sa tagal ng mga taon, but trust the universe na ipaaalala niya ‘yun sa’yo, sa pinakatamang panahon—madalas kasama ng mga taong hindi rin naman nakalimot.
“Naalala ko ‘yung isa sa mga paborito kong quote sa How I Met Your Mother: ‘Whatever you do in this life, it’s not legendary, unless your friends are there to see it.’ Ilaya, mga kaibigan ko / natin nga pala. Sana proud ka. 🫶🏽,” she ended.
The launch of Ilaya Ilaya also marked the beginning of a new creative chapter for Antoinette and Reign, with the studio preparing a slate of projects for 2027 that puts women and women's stories at the center.
Among the projects announced were Chandra Catacutan And The Curse Of The Fuchsia Moon, starring Eugene Domingo; Birdsong, led by Kaila Estrada; Boldstar, starring Angelica Panganiban; and Sunshine: The Immersive Stage Adaptation, among others.