Content that
fits right in.

I create digital content, from 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

LUrban lifestyle, 'local' approach.

Pick your Pace

Dimana pun kamu nunggu, Novi udah duluan. #WithNOVI #NOVImoments

Vending machine·MRT corridor

Somehow, Selalu ada

Kopi udah. Novi udah. Lanjut. #WithNOVI #NOVImoments

Late night·Work desk

Nggak perlu keluar dulu

Perjalanan Panjang, tetap tenang. #WithNOVI #Novimoments

KRL commuter·Window seat

Pocket take-out

#WithNOVI #Novimoments

Product close-up·Citrus

Tetap ada

Ngobrol sampe lupa waktu. Nggak ada yang mau pulang duluan. #WithNOVI #NOVImoments

Cafe·Social setting

Makes no reason to leave

Mint atau Citrus? Dua-duanya bener kok. #WithNOVI #NOVImoments

Flavors intro·Product-forward

Lembur ditemenin

Kunci, dompet, Novi. Udah lengkap. #WithNOVI #NOVImoments

Flat lay·Daily carry essentials

Gaperlu dipikirin

Semua pada buru-buru. Novi? Santai aja nunggu kamu. #WithNOVI #NOVImoments

Office lobby·Vending machine

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.

01

Copy

"Somehow, Selalu ada."

Creative rationale

Introduces the vending machine distribution model without explaining it. "Selalu ada" implies omnipresence where the machine is already part of the commuter's infrastructure before they've noticed it.

02

Copy

"Lembur? enaknya ditemenin."

Creative rationale

Late night overtime energy, supported by the visuals of mechanical keyboard, instant noodle, Novi Mint. The instant noodle is intentional as a late-night companion. Novi sits alongside it, not above it.

03

Copy

"Nggak perlu keluar dulu, kok."

Creative rationale

The core product USP — no smoke, no need to leave, which communicated entirely through the user's emotional reality. A commuter in quiet contemplation. The copy doesn't explain; it validates.

04

Copy

Pocket take-out — no headline

Creative rationale

Deliberately no copy. The image says everything. A hand pulling citrus pack from a trouser pocket in a public setting. Normalizes the product as a pocket essential without any words.

05

Copy

"NOVI makes no reason to leave."

Creative rationale

Social touch — 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.

06

Copy

"Pick your pace."

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.

Creative rationale

Opens the series with "no urgency, no push". Introduces both flavors simultaneously. The two-pack visual does the work of a product shot without feeling clinical.

07

Copy

"Gaperlu dipikirin. Lowkey always there."

Creative rationale

Closes the series with belonging — EDC flat lay with keys, earbuds, wallet, glasses, Novi. The product earns its place in the frame without being the hero. Bilingual copy mirrors the audience's natural code-switching.

08

Copy

"Tetap ada. Walau semuanya buru-buru."

Creative rationale

Motion blur of professionals rushing past a Novi machine on the wall. The machine still stayed despite everything. Presence as reliability. B2B angle embedded in B2C content.

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.

Claude

02

Visual Concept

Each scene scripted with specific lighting, setting, character, and product placement before prompting. Shot list approach applied to AI generation.

Claude

03

Image Generation

Lifestyle stills generated and iterated across multiple rounds. Evaluated each output for cultural accuracy, brand fit, and audience resonance.

Seedance

04

Video Production

Key scenes animated into short-form video assets. Motion calibrated to platform — slower for Instagram, faster-cut for TikTok.

Sora

05

Finishing & Copy

Typography, brand overlay, disclaimer compliance, and caption copy applied. Final QC against brand guidelines before delivery.

Canva · CapCut