#SeribuKartini
︎︎︎SP 2024 c/o YouTube Creative Studio APAC |
︎Film, Editorial, Storytelling | ︎Role: Creative Lead
CHALLENGE
YouTube is seeing a decline in viewership
amongst Gen-Z women in Indonesia.
How could we show up for them in a hyperlocal way?
IDEA
In celebration of Kartini’s 145th birthday,
we created a tiered content ecosystem,
where five hero YouTube Creator’s stories
create a thousand ripple effect —
amplifying voices of all women.
Watch the Sizzle ︎︎︎
Tier 1
DOCUMENTARY SERIES
#SeribuKartini
Five women creators share their life-changing choices that inspire themselves, fans, friends & family, and thousand others in spirit of Kartini.
Watch the TRAILER ︎︎︎
CLICK ON EACH THUMBNAIL BELOW TO WATCH THE FILM
TIER 2
SOCIAL AMPLIFICATION
#DearMbakKartini
Tapping into YouTube’s creator community,
we asked every Indonesian women to “curhat”
(share their heart out) to other everyday Kartinis
with the Swifties-inspired hashtag.
TIER 3
THE LAUNCH EVENT THAT
CHANGED
A CREATOR’S LIFE
During Kartini Day, we hosted a press event with trailblazing Indonesian women, including Diamond journalist Najwa Shibab, Putri Ariani, and Isyana. After premiering our short docu series, the Minister of Social Affairs, Risma, encouraged women to keep creating despite societal challenges. Inspired by our film on Arih, Risma’s team gifted her a bionic hand to assist her daily lives and journey as an illusion makeup artist.
Championing BIPOC change makers who are transforming their local communities.
︎ FILM, ART DIRECTION, BRAND EDITORIAL
❋ ROLE: DESIGNER /ACD
Designing visual worlds for Quibi’s flagship original series across show art, marketing & social.
︎ DESIGN SYSTEM, ART DIRECTION, BRAND
❋ ROLE: DESIGNER /ACD
Award-winning ‘about’ page.
(Feat. Vibrant Colors & Gen-Z Vibes)
(Feat. Vibrant Colors & Gen-Z Vibes)
︎ Art direction, visual identity design
❋ ROLE: Assoc. content director
Capture the hearts of music fans in a fun & strawberrily Japanese way.
︎ stunt, ACTIVATION, ooh
❋ ROLE: creative lead
Home workouts, COVID-era filmmaking, getting people moving while stuck inside.
︎ (Zoom)Filmmaking,Editorial, Directing
❋ ROLE: Assoc. content director
First ever digitally sourced panel series featuring original Creators, fueling sneaker releases via chatbot.
︎ INTERACTIVE, SOCIAL MEDIA, PR EVENT
❋ ROLE: Creative / ART DIRECTOR
Turned voice memos into a 16-ep animated series,
hyping up indie artists worldwide!
hyping up indie artists worldwide!
︎ Animation, Brand storytelling
❋ ROLE: co-creator / ACD
Reimagining sneaker unboxing culture through a Disruptively Simple AR experience.
︎ SOCIAL, AUGMENTED REALITY
❋ ROLE: Creative / ART DIRECTOR
Amplified Gen-Z women’s voices by celebrating modern-day Kartinis in this People Like Me initiative.
︎ FILM, brand campaign, pr event
❋ ROLE: creative lead