Content that
fits right in.
I create digital content — campaign visuals, social media copy, and AI-powered production pipelines — for brands that want to feel native to their audience, not marketed at them.
Featured Work
Novi — Pre-launch Campaign
A full pre-launch content campaign for Novi, a nicotine pouch brand entering the Jakarta market. Brief: introduce an unfamiliar product category to urban Indonesian consumers without sounding like an ad. Produced entirely using AI generation tools — no photographer, no model agency, no studio.
Brand
Novi (PT Novi Technology Global) — Chinese-backed nicotine pouch startup
Scope
8 static visuals + 5 video assets + captions + campaign strategy
Production
100% AI-generated — Sora, Seedance, Canva · Zero model or photography cost
Target
Urban Jakarta commuters, 21–35, MRT/KRL users, office workers
Platforms
Instagram feed + TikTok
Creative Direction
Lifestyle-native, non-intrusive — product fits into life, not the other way around
Content Flow
Campaign Storyboard
Each asset was built with a specific emotional moment in mind. The campaign flows from product introduction → urban lifestyle integration → intimate daily moments → brand presence.
Copy
"Somehow, Selalu ada."
Feed · Static · ENCreative rationale
Opens the series with user agency — no urgency, no push. Introduces both flavors simultaneously. The two-pack visual does the work of a product shot without feeling clinical.
Copy
"Lembur? enaknya ditemenin."
Feed · Static · BilingualCreative rationale
Introduces the vending machine distribution model without explaining it. "Selalu ada" implies omnipresence — the machine is already part of the commuter's infrastructure before they've noticed it.
Copy
"Nggak perlu keluar dulu, kok."
Feed · Static · IDCreative rationale
The core product USP — no smoke, no need to leave — communicated entirely through the user's emotional reality. A commuter in quiet contemplation. The copy doesn't explain; it validates.
Copy
Pocket take-out — no headline
Feed · Static · ProductCreative rationale
Deliberately no copy — the image says everything. A hand pulling Citrus from a trouser pocket in a public setting. Normalizes the product as a pocket essential without any words.
Copy
"NOVI makes no reason to leave."
Feed · Static · IDCreative rationale
Motion blur of professionals rushing past a Novi machine on the wall. The machine is still — "tetap ada" — while everything moves. Presence as reliability. B2B angle embedded in B2C content.
Copy
"Pick your pace."
Feed · Static · ENCreative rationale
Social warmth — a couple laughing at a cafe. The English copy targets the bilingual Jaksel audience. "No reason to leave" reframes the product's no-smoke USP as a social benefit: stay in the moment.
Copy
"Gaperlu dipikirin. Lowkey always there."
Feed · Static · IDCreative rationale
Late night lembur energy — mechanical keyboard, Indomie, Novi Mint. The Indomie is intentional: it's the most relatable Indonesian late-night companion. Novi sits alongside it, not above it.
Copy
"Tetap ada. Walau semuanya buru-buru."
Feed · Static · BilingualCreative rationale
Closes the series with belonging — EDC flat lay with keys, AirPods, wallet, glasses, Novi. The product earns its place in the frame without being the hero. Bilingual copy mirrors the audience's natural code-switching.
How it was made
AI Production Pipeline
The entire campaign was produced without a photographer, model agency, or studio. Here's how the pipeline worked — from brief to final asset.
01
Brief & Strategy
Defined target audience (Jakarta commuters, 21-35), emotional moments, copy tone, and platform specs. Campaign arc mapped before any generation.
Claude02
Visual Concept
Each scene scripted with specific lighting, setting, character, and product placement before prompting. Shot list approach applied to AI generation.
Claude03
Image Generation
Lifestyle stills generated and iterated across multiple rounds. Evaluated each output for cultural accuracy, brand fit, and audience resonance.
Seedance04
Video Production
Key scenes animated into short-form video assets. Motion calibrated to platform — slower for Instagram, faster-cut for TikTok.
Sora05
Finishing & Copy
Typography, brand overlay, disclaimer compliance, and caption copy applied. Final QC against brand guidelines before delivery.
Canva · CapCut