It wasn’t a movie. It wasn’t fiction. It was real, raw, and painful.

When veteran filmmaker Jose Javier Reyes saw what happened to two innocent dogs on the set of a local film, his heart broke — not just as an animal lover, but as an artist who believed art should elevate, never harm.

The film “Oro”, once praised for its gritty storytelling, became infamous when it was revealed that two dogs were actually killed during filming — all in the name of realism. What followed was outrage, disbelief, and a wave of silence from many in the industry.

But not from Jose Javier Reyes.

“This is not art,” he said. “This is abuse — cruelty disguised as creativity. And I will not be silent.”

Those words didn’t just make headlines. They sparked a movement.

Jose, known for decades of acclaimed storytelling in Philippine cinema, stepped up as the face of the PAWS Artists Against Animal Cruelty campaign, using his voice, his credibility, and his moral courage to challenge an industry he had long been a part of.

“I’ve spent my life telling stories,” Reyes said. “But no story is worth the suffering of a helpless animal.”

His stance wasn’t just symbolic. In a hauntingly powerful PSA, he looks straight into the camera, eyes burning with conviction, and declares: “Animal cruelty should never be tolerated, especially in the name of art.” Behind him, a montage of behind-the-scenes clips — some real, some reimagined — plays silently, reminding viewers of what so often remains hidden.

The reaction was instant.

Social media lit up with support. Colleagues, fans, and even industry insiders applauded his boldness. But not everyone was comfortable. Some whispered that he was exaggerating. Others warned he was damaging “artistic freedom.”

But Reyes was unshaken.

“There’s a line,” he said. “Freedom in art doesn’t give you the right to hurt. It doesn’t give you permission to kill. If you need to cause real pain to create fiction, maybe you’re not an artist — maybe you’re just cruel.”

He wasn’t alone. Animal welfare groups had long been fighting this silent battle — but finally, they had a respected name from inside the industry stepping forward. The Philippine Animal Welfare Society (PAWS) saw his involvement as a game-changer.

“This isn’t just about two dogs in one film,” said PAWS Executive Director Anna Cabrera. “This is about changing how we treat animals in entertainment — and Jose Javier Reyes gave that conversation a face, a voice, and a fire.”

Reyes, a lifelong pet lover, revealed that the issue struck him on a deeply personal level. “I’ve held a dying dog in my arms. I know what suffering looks like. And when I saw what happened in Oro, I knew it wasn’t just a production choice — it was a moral failure.”

His campaign calls not just for compassion, but for action.

Among his key messages:

Filmmakers must use CGI or animatronics when portraying violence toward animals. Technology exists — excuses no longer hold.

Production houses should coordinate with animal welfare groups before using any live animals on set.

Actors, writers, and crew should speak out if they witness animal mistreatment during shoots.

The message is clear: the industry can no longer turn a blind eye.

Reyes also pushed for stricter enforcement of the Animal Welfare Act (RA 8485), which prohibits harming animals for entertainment. He pointed out how easily laws are ignored behind the closed doors of film sets.

“What happens behind the camera matters just as much as what happens in front of it,” he said.

And yet, his advocacy isn’t about punishment — it’s about transformation.

“We can do better,” he says simply. “Filmmakers are storytellers. That means we are dreamers, creators, visionaries. So why would we allow suffering to be part of that vision?”

To many, Jose Javier Reyes is more than a director now. He’s a voice for the voiceless. A reminder that being an artist also means being responsible — not just to your audience, but to the world you portray.

His campaign may have started with anger. But today, it continues with hope.

Hope that one day, every set will be cruelty-free. That young filmmakers will be taught to respect all life — even the smallest, most defenseless ones. That the next generation of artists will understand: true creativity never needs to harm.

As Reyes once said in a now-viral interview:
“Let the camera capture truth. But never let it capture cruelty.”

And in that truth, perhaps, lies the real art.