As Senior Art Director, I wrote the treatment and developed the visual direction for Gillette Venus’ #SayangKulitku (“Love My Skin”) campaign video. Playing on the dual meaning of the word "sayang" (it can mean both “love” and “it would be such a pity” in Indonesian), the campaign celebrates diverse Indonesian women while showcasing the wide range of Gillette Venus products. It encourages women to care for their skin and embrace self-care, positioning Venus as a trusted and skin-friendly beauty companion.

As Senior Art Director, I developed the visual direction and social media assets for Gillette Venus’ #LangsungMulus (“Instantly Smooth”) campaign. The digital initiative set out to challenge outdated beauty myths and empower Indonesian women to embrace shaving as a confident, self-care choice. By framing Gillette Venus as a modern beauty tool and celebrating smooth, healthy skin as part of self-expression, the campaign combined fresh, feminine visuals with approachable education to inspire women to feel comfortable and in control of their own body care routine.

As Senior Art Director, I oversaw the video production, key visual, and social media assets for the launch of Pantene Perfec+ON No-Rinse Shampoo in Indonesia. The campaign introduced an instant fix for no-wash days, positioning the product as every woman’s secret to staying confident anytime, anywhere. Through sleek, modern visuals and empowering messaging, the launch brought to life the idea of #RambutTanpaBatas (“Limitless Hair”), celebrating women who feel unstoppable no matter what their day brings.

As part of UNIQLO’s #LiveLifeInFlannel campaign, I collaborated with TikTok to develop an interactive branded effect that allows users to virtually try on various flannel shirt patterns and see how each style looks on them. To amplify engagement, we partnered with KOLs from diverse audience segments such as students, young professionals, and lifestyle creators, each showcasing personalized outfit inspirations, highlighting the versatility and everyday appeal of UNIQLO flannel.

As Senior Art Director, I led the visual direction for Indomilk Susu Bubuk’s campaign introducing its new sachet packaging. The campaign video brings to life the brand’s #TinggiTangguhTanggap (“Tall, Tough, and Tuned-in”) message through everyday scenes of children showing growth, strength, and sharpness—from reaching high shelves to mastering karate and answering questions in class. The storytelling connects emotional warmth with functional benefits, highlighting Indomilk’s #NutrisiJagoan3T (“Nutrition of Champion 3T”) formula and the sachet’s practicality and affordability for daily use.

As Senior Art Director, I oversaw the photoshoot and video production, created the key visual, and developed the social media assets for Enfagrow A+ Masterclass. Designed to engage high SES mothers, the campaign positioned Enfagrow as the premium choice for raising Generation A+: children who excel across multiple aspects of intelligence. Through storytelling that highlights the 8 signs of intelligence, the Masterclass invited parents to recognize their child’s unique strengths and participate in an exclusive workshop with experts.

As Senior Art Director, I led the visual direction for the winning pitch of Rhea Health Tone’s campaign, #AyoTetesRhea (“One Drop of Rhea”, a call to action that encourages people to start taking Rhea supplement oil as part of their daily wellness routine. Each key visual was designed to convey RHEA’s main product advantages and evoke its emotional benefits, positioning Rhea as a trusted companion for maintaining everyday health.

As Senior Art Director, I led the visual direction for a video campaign showcasing Vicks Vaporub, a trusted remedy for over 100 years that relieves symptoms of cough, cold, and flu. The story follows a man away on a work trip who falls ill and uses Vicks Vaporub, experiencing a comforting sensation reminiscent of his wife performing the traditional Indonesian kerokan practice on him. The campaign brought the brand’s tagline #SehangatTradisi (“As Warm As Tradition”) to life, blending modern storytelling with cultural familiarity to create a relatable and emotionally resonant message.

Sex has long been a taboo subject in Indonesia. Most of us have never gotten an adequate guidance on how to practice sex safely, healthily and responsibly from members of our Indonesian families. We had to dive blindly into all the corners of sex on our own. We consulted in the internet, more experienced friends, and at times, we just went into things blindly to see what we’d find. Free exploration is cool, but it isn’t always safe.

Therefore, we’ve decided to design an app to be the the sex ed guardian angels you’ve always dreamed of. Sex is a very important part of life. You either want to do it, or you’re doing it. Either way, we’ll let you know the best way to do it while keeping everything in check, all in one app. The app is divided into three sections: Consent, Contraceptives, and Check-ups. We believe that when it comes to sex, the 3C’s are the most important things to be mindful of.

As Senior Graphic Designer, I developed digital assets for Safi, a Malaysian halal brand offering a wide range of skincare and haircare products. The visuals maintained a clean and contemporary look to reflect Safi’s science-backed beauty positioning while ensuring consistency and appeal across the brand’s Indonesian digital platforms.

As Senior Graphic Designer, I created Instagram visuals for digibank by DBS that combined the brand’s cartoon mascot with real-life objects to make the bank’s presence more playful and relatable instead of serious and rigid. The creative approach helped humanize the brand while maintaining its modern, tech-driven identity.

As Senior Graphic Designer, I created digital and motion graphic assets for Maybelline’s Define & Blend Brow Pencil campaign. Centered around the hashtag #NgalisJamanNow (“Modern-day Brow Styling”), the campaign showcased effortless, on-trend brow looks for Indonesian women. The visuals and animations captured Maybelline’s bold, youthful energy while highlighting the product’s precision and ease of use.

As Senior Graphic Designer, I designed and oversaw the development of point-of-sales materials for Bebelac GO!, a new entrant in the UHT milk category. Targeting mothers of active, on-the-go children, the campaign included a promotional booklet and interactive floor display that brought the brand’s energetic and playful spirit to life while driving engagement at retail touchpoints.

As Senior Graphic Designer, I led the winning pitch for Fiesta Condom’s website redesign and developed a microsite called Fiesta Playbook, a playful dating guide for modern couples. The project translated the brand’s tagline “Safety Can Be Fun” into a fresh digital experience that blended education with entertainment, encouraging open, positive conversations around intimacy and safe sex.

As Junior Designer, I contributed to the design of event collaterals for the Tinder Plus Launch Party in Santa Monica, California. The campaign introduced Tinder’s new feature that lets users connect with people from around the world, captured through the hashtag #SwipeAnywhere. The visuals reflected Tinder’s bold, playful identity and the excitement of a more connected, global dating experience.