Here are some classic and memorable beauty campaigns that I worked on. I always stepped into the users' shoes, viewing their main problems as crucial issues that our product needed to address, as if we were in a 'sisterhood' circle.

This campaign was a total surprise hit, snagging a Gold at Citra Pariwara! It was Pantene Indonesia's debut ambush campaign, and oh, did we make a splash! We hitched a ride on Selena’s concert in Jakarta, sponsored by Cornetto, but guess what? We made it look like we were part of the show too, both online and offline. It was like sneaking into the coolest party and ending up as the life of it! 😎

Background: Conditioner isn't typically the first solution Indonesian girls think of for hair care. They often resigned themselves to accepting frizzy and damaged hair. 

This campaign aimed to change that mindset by focusing on various Indonesian girls' personas. We documented their experiences without a script, capturing their genuine comments and reactions.

 I personally guided the interviews for these testimonial videos, adding authenticity to the campaign.

Pantene's social experiment video finding out how Indonesian girls give low score in rating their own attractiveness. 

Here’s the fun find: their confidence levels are directly linked to their hair! On days when their hair are on point, their self-love scores is high. So it's not just about having a good hair day, it's about feeling unstoppable. With Pantene, girls can #BeraniLebih in everything they do/ it's more than just hair care—it's a boost of confidence and a celebration of beauty in every strand!

We whipped up some super cute, bite-sized content to show just how fun and easy it is to add conditioner to your daily hair ritual.

 It was a totally fresh take compared to the usual beauty demos in Indonesia back then. Guess what? We teamed up with the fabulous diva Raline Shah for a quirky and delightful stop-motion animatic video. It was all about bringing a splash of fun to hair care.

While this project may be old, it was a pioneer in its approach. In terms of ideation and copywriting, I created the user personal feel expressions/terms – 'dot dot, tap tap, swipe' – to capture the essence of users' experiences with Maybelline concealers. These terms, originating from the product's application method, were groundbreaking at the time, especially for social media posters. Today, they're widely recognized and used globally.