Sharing session to a college student, about my experience, translate what a creative process is.

1. CREATIVE PROCESS

2. Client’s
Brief
Backyard
study
Strategy
direction
Creative
Exploration

3. CREATIVE EXPLORATION

4. WHAT SHOULD I DO?

5. Read the brief.

6. Re-read the brief.

7. Re-read the brief (2).

8. Find reference.

9. Modify.

10. Execute. Do it!

12. Let’s Dive in

13. The brief :
Criteria :
Maitos is an established brand but
they never advertised. To build such
credibility Maitos ask a TVC
concept.
The TVC cannot standalone it
should resonate in other medium.

14. Reference:

15. Idea exploration (1/2)
Seberapa Seriusnya Lo?
Sebuah rangkaian cerita saling balas membalas tentang “Seberapa seriusnya hidup lo”. Tweak sebuah
statement serius menjadi sebuah cerita yang lucu.
Series #1
Cerita langsung dibuka seorang cowok makan maitos, lalu teman sebelahnya bertanya
“Seberapa seriusnya hidup lo?”
Lalu cowok itu menjawab “Hidup gw serius banget, lagi naik ojek drivernya cantik langsung gw ajak
ke KUA”
Closing line: Maitos, buat yang funnya bener-bener serius

16. Seberapa Seriusnya Lo?
Sebuah rangkaian cerita saling balas membalas tentang “Seberapa seriusnya hidup lo”. Tweak sebuah
statement serius menjadi sebuah cerita yang lucu.
Idea exploration (2/2)
Series# #2
Dibuka dengan seorang cewek yang makan maitos, lalu temannya bertanya.
“Seberapa seriusnya hidup lo?”
Lalu cewek itu menjawab, “Gw dari pagi sampe malem kerja terus nyari duit, duitnya nyerah, dia yang
nyariin gw.”
Closing line: Maitos, buat yang funnya bener-bener serius

17. The brief :
Criteria :
Djarum is an established brand and
always release a memorable TVC that
will inspired people.
Simple yet powerful and resonate in
audience mind and also capturing
daily life.

18. Reference #1:

19. Reference #2:

20. THE
OUTPUT

22. HOW GREAT IS AN IDEA
IT HAS SURPRISE ELEMENT
SHOULD SELL
ENTERTAIN THE AUDIENCE
NEW PERSPECTIVE ABOUT THE PRODUCTS
IT’S NOT NEW, BUT IT’S DIFFERENT

23. NEW PERSPECTIVE
ABOUT THE
PRODUCTS

25. IT HAS
SURPRISE
ELEMENT

28. ENTERTAIN THE
AUDIENCE

30. IT’S NOT NEW, BUT
IT’S DIFFERENT
SHOULD
SELL

32. GREAT IDEA
PLAIN IDEA
v

33. What do you have in mind when re-
launching a product?

34. You show all features in a boring
way.

35. HILL START
ASSIST
ELEGANT GRILL LOOKS
NEW TAILLIGHTS
RETRACTABLE MIRROR

36. You tell it’s all new and fresh.

37. NEW RIMS
NEW HEADLAMPS
NEW TAILLIGHTS
NEW BODY STRIPES

39. Is there anyway we relaunch a
product?

40. Humanize the product.

42. BORN 16.04.15
1520 KG
362 BHP
New RS3 Sportback

43. WHAT WE LEARN…

44. Answer the brief
Idea
Budget

45. ENJOY AND DO A REVERSE ENGINEERING