TVC and Commercial Video

The Janji Jiwa x Netflix collaboration for Gadis Kretek was more than just hype. It was a complex, high-stakes campaign executed across multiple touchpoints. From photoshoots and video amplification to digital content, every detail played a critical role. As part of the official marketing activation for Gadis Kretek, the expectations were high from all sides. As Creative Director at Janji Jiwa, I ensured the collaboration met the highest standard. Not only in terms of visuals, but also in strategy and execution.

This project brought valuable lessons. Clear objectives are crucial when working under tight timelines. Strong synergy between teams helps accelerate progress. Creative problem-solving ensures smooth execution. And strong ideas drive impactful amplification. The results were clear. Gadis Kretek stayed in Netflix’s trending list for almost 5 weeks, while Janji Jiwa sold around 65,000 cups within 2 months. One of our most successful collaborations, and a strong benchmark for future partnerships.

In this collaboration project, I led the production team to create a series of commercial photos for limited-edition merchandise.

The visual concept focused on balancing a playful tone from Genshin Impact with a premium look that reflects TOMORO Coffee. We paid close attention to product details to make each item stand out clearly.

Lighting and styling were carefully crafted to strengthen the visual identity of both brands, while ensuring the content works effectively across digital platforms. Each frame was optimized for social media, with the goal of increasing engagement and building strong awareness for the campaign.

From concept to execution, this project brought together TOMORO Coffee and Indonesia’s badminton legends in a collaboration that celebrates passion, discipline, and dedication.We developed the visual direction to capture not only the intensity of the sport, but also the personality and legacy behind each athlete. Every scene was designed to reflect the focus, energy, and commitment that define both the players and the brand.

Through a combination of cinematic shots and behind-the-scenes moments, we aimed to create a story that feels authentic and inspiring. From the smallest details on set to the overall narrative, this project was built with a clear vision and strong collaboration across teams. A meaningful experience, and one that we are proud to bring to life.

Back then, XL faced a major challenge in defining its position in the market. The brand was stuck between targeting adults or younger audiences, without a clear direction. They approached us to rethink their communication strategy. After a series of discussions and explorations, we shifted the perspective. Instead of focusing on age, we focused on stage. The gap that once limited the brand became irrelevant, because we started looking at where people are in their journey. A stage where they are moving from one point to the next, striving to grow and improve.

From there, we positioned XL as an enabler. A brand that supports people in becoming who they want to be. Because regardless of age or background, everyone has goals. Everyone is trying to move forward. And XL is there to support that journey. The campaign came to life through multiple passion points, represented by different characters. Each one reflects a relatable path, making it easier for the audience to connect with the brand and see themselves in the story.

For Lamudi’s “Cari Jodoh Sekarang” campaign, I worked on a commercial video that brings a fresh and relatable approach to property marketing. The concept draws a parallel between finding a life partner and finding the right home, making the message more engaging and easy to connect with.

I was involved in shaping the creative direction and visual storytelling, ensuring the tone stayed light, relevant, and memorable. The execution focused on balancing humor and emotion, while still clearly delivering the brand message.

The result was a campaign video that stands out from typical property advertising, helping Lamudi communicate in a more human and relatable way.

Karbon Lestari Bersama

A video campaign highlighting the environmental crisis in Indonesia. From pollution to natural disasters. We shot this project at TPST Bantargebang, surrounded by massive waste piles. A raw and unforgettable production experience. Through emotional storytelling, the campaign aimed to raise awareness while introducing a community movement focused on protecting and restoring the environment.

Creative production for a cause that matters.

For Janji Jiwa’s 5th and 6th anniversary, I developed hero motion videos that became the main highlight of the campaign. I handled the project end to end. From writing the script, developing the concept, to directing the overall storytelling and tone. I also managed the voice-over process to ensure the narrative aligned with the brand’s message and emotional direction.

For execution, I collaborated with a motion designer while guiding a junior team member to source and curate visual assets that support the story. The goal was to create a video that not only celebrates the milestone, but also reflects the brand’s journey in a meaningful and engaging way across digital platforms.

For Waterfront, a residential development by Lippo in Cikarang, I created a video that highlights the quality and lifestyle of the property. I handled the project end to end, from developing the concept and storytelling to directing the visual execution. The approach focused on showcasing the design, environment, and overall living experience in a way that feels both aspirational and relatable. Every element was crafted to bring out the premium feel of the property while keeping the narrative clear and engaging. This project allowed me to translate a physical space into a compelling visual story that connects with potential homeowners.

For Verde Two, a premium apartment development, I created a profile video that highlights the elegance and lifestyle of the property. I handled the project end to end, from concept and storytelling to directing the overall visual execution. The video focuses on showcasing the architecture, interiors, and surrounding environment in a refined and aspirational way, ensuring the brand feels exclusive while remaining approachable to potential buyers.

I never imagined I would end up in front of the camera. But this project changed that. It gave me the space to be spontaneous, to improvise, and to fully explore my creative instincts. After years of creating content, I became the content itself. With minimal direction from the producers, I shared real experiences in my own way. Raw, honest, and unfiltered. It turned out to be one of the most enjoyable projects I have worked on. And definitely something I would love to do more of.

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