ANANDA RATRI
PRAMESWARI
2024 C R EATIVE PO R T FOLIO
ANANDA RATRI PRAMESWARI,
S.Ds.
Ratri Surabaya, 20 Februari 1998
Hello!
I currently live in Bandung, Indonesia, but open to any opportunity to live in another city.
As gain my experiences as a producer and director of audiovisual projects and social media content, I built my interest more specific on the storytelling. Now, I aspire to ace a professional career as a writer or director with story-focused output.
I am personally interested in series and art performances because can get to know a wide perspectives on the world, other’s point on views in life and how to tell a worth living story.
PERSONAL INFORMATION
RESUM
EDUCATION
2014 - 2018 | Bachelor of Arts (S1) Graduate with honor: Cumlaude, GPA 3,53 Advertising - Visual Communication Design, Faculty of Art and Design, Institut Teknologi Bandung
2012 - 2014 | Science Major, Acceleration Program
SMAN 5 Surabaya
2010 - 2012 | Acceleration Program
SMPN 1 Surabaya
ORGANIZATION
April 2017 - February 2018 | as a Vice President & a Head of Administration Department “Masaraya” DKV ITB Exhibition
WORK EXPERIENCE
January 2021 - January 2024 | Full Time Producer / Director / Writer at Kolam Susu Studio Bandung
My job descriptions were:
- Produce and manage client’s project timeline, pipeline, and talent;
- Accout handling;
- Client mapping, approaching, and pitching;
- Generating ideas, planning, and writing for studio’s development stories and Intelectual Property on animation ads, music videos, and motion videos.
- Directing commercial ads and theatrical plays;
- Scriptwriting for webtoon projects.
July 2019 - January 2021 | Full Time Co-Founder / Manager at The Fox, The Folks Bandung
My job descriptions were:
- Budgeting, manage people and projects;
+6281 2244 66187 anandaratrip@gmail.com @anandartr
Computer Literacies
Adobe: Illustrator, Premier, Indesign; Microsoft Office: Powerpoint, Excel, Word.
Skills
Scriptwriting: Webcomic, Plays;
Producerial: People, Project, Account; Design: Directing, Content & Activation Plan, Published Book Layout.
Interests
Art performance, Craft, Health & Body Care, Human Psychology, and Organizing.
February 2017 - March 2018 | as a Vice President IPPDIG ITB (Ikatan Pemuda Pemudi Desain Grafis) Student Association
September - December 2016 as a Secretary of Creative Department Pemilu Raya Keluarga Mahasiswa ITB
April - August 2016 as a Head of Creative Department Integrasi Keluarga Mahasiswa ITB (OSKM)
COMMUNITY
October 2018 - February 2019 | Volunteer Designer and Common Room Team at Pustakalana Library Bandung
- Execute visual designs for branding; and - Plans and creates social media contents.
March - May 2019 | Internship Marketing at Seedsmotion Studio Bandung
I was responsible for planned contents for social media, website, and an upcoming project.
July 2018 - December 2019 | Self-Employed Freelance Designer
The kind of design projects I made are:
- Brand activation / digital campaign;
- Social media management and content; and - Graphic design and digital illustration.
I. DIRECTORIAL
ROLE: DIRECTOR
“ICHI OCHA” COMMERCIAL ADS
[Client Project]
This project was to promote Ichi Ocha’s newest product line up at the time (Teh Madu Lemon) while I was in Kolam Susu studio. We made 2 different stories animation with 4 cutdowns, some keyvisuals and campaign posters.
We responded in a form of anime-styled, a bit dramatic and popping visual animations with each of the animation were in 18 seconds of duration.
The Director’s Note
On this project, was strongly influenced by the Words Bubble Up Like Soda Pop anime movies (Netflix). The color scheme was perfect to bring an active and refreshment visuals. But also benchmark on The Great Pretender’s (Netflix) as rough coloring and shading technique.
As we use animation for this ads, we have the infinite opportunity to explore on how to conveying emotion through colors. Thus, in some scenes, depicted the characters (Affan and Putri)’s emotion in different bold colors that applied on the atmosphere and environment.
Apart from visuals, want to catch audience’s attention on the first 3 seconds through the audio experience. From the voice over, sfx, until the background music itself was passionately designed to support the animation with upbeat and cheerful vibe.
The Story
The premise was anyone who experienced being trapped by dayjob and tasks, while preparing for short excapade which a bit hurrying too. We made two similar storyline with different protagonists, to reach different audience range.
One was an office worker in a renowned R&D workplace and the other one was an architecture university student. Each two of them were put in the weather and situation that was not friendly for them, as if they want to give up and run away from their daily routine. And Ichi Ocha Honey Lemon will rescue them to recharge their energy and mood before they rewarding themself.
The challenge was how to put two contrast activity and the product placement only in 18s duration, and still make the audience could inserting themselves with the familiar and relatable story.
The Storyboard
The Styleframes
The
Assets: Character
The Assets: Background
These are the various keyvisuals (to be used as posters) that supported the main ads. We made 3 different approach.
The first, were the formal ones, for brand identity that focus on the USP of the products.
The second, as a sneakpeak of the story. Showcasting the problems to make audience feel relatable, before launching ‘the solution of those problem will come”, Ichi Ocha Honey Lemon.
The third, a series of our celebration to having fun with Ichi Ocha Honey Lemon, with Kolam Susu’s other IP characters, Bintang Iklan Khayalan.
Keyvisual & Poster
DIRECTOR & WRITER
LINK: bit.ly/DentingWaktuAct
“DENTING
WAKTU” DRAMATICAL READING
[Activation Project]
This project was my first experience as writer and plays director. inisiated this project to wrap up Kolam Susu’s IP Webtoon, Cergaroma finale season. was inspired by Zona Maya’s silent comic last episode, as I was intrigued to make that one episode come alive.
We plan, write, rehearse, and prepared the play in 2 weeks, then we use Kurokoffee’s outdoor place for the show, on July 2, 2022.
The Story & Documentation
Monologue and reading out loud each characters’ mind were the approach of this play. That’s why we use “Dramatical/Live Reading” term.
There were 2 actors, Shaumil reading Maya’s and Tian reading Radi’s. The two of them were the main characters of our Zona Maya, Webtoon series. Radi was on his way to leave Indonesia, and Maya was chasing him, but Radi didn’t notice. This play tells how Radi’s and Maya’s emotions and considerations on their last chance to meet with each other, before ending things and continuing their self-development journey.
II. PRODUCERIAL 2021-2023
Pitching Initial Direction Pre-Production Production Post Production
The Flow
Mostly took part on the project with audiovisual (motion, animation, music video) output, webtoon/webcomic output, and events (workshop, bazzaar). And there are three types of project (1) Development; (2) Collaborative; and (3) Commercial for both external and internal release.
The flowchart on the above is the overview on the producer’s works in my latest workplace, Kolam Susu studio. On the Pitching Stage, we, producers, map and gather insight for the potential client. Sometimes the client was already reached out and telling their needs to us, but most of the time we reach the brand first. Then both on the Pitching Stage and the Initial Direction Stage, we works tightly with the directors, to create a tailored pitch proposal, creative approach, strategy, and vision for each client.
For the rest of the Pre-Production and Production Stage, we plan, breakdown, and manage the product pipeline and talents. With the back-and-forth process, coordination, and adjustment with the client to achive the given timeline.
Latest, the Post-Production Stage of each project will be differ on each client. From the publication, content planning, captions, social media activation until the production and performance reports from the audience insights.
Strategy
Manage Report
Development Projects Portfolio
Collaborative Projects / Events Portfolio
Commercial Projects Portfolio (Internal & External Release)
III. VARIOUS CAMPAIGN 2018-2020
NEW NORMAL LIFESTYLE CAMPAIGN
[Competition]
This project was my team’s (The Fox, THe Folks) submission for Kemenpora Indonesia Competition #PemudaLawanCovid19 campaign with “Kehidupan Normal Baru” theme.
We made an animation video, hoping people could realize and look at the bright side of this pandemic condition that can bring us steps forward into digital era. We can be productive and stay connected with each other even though we are miles apart.
The Big Idea
This animation video will evoke people to adjust to their new normal situation by being considerate of everyone is doing to make sure that they can be safe yet productive
Expectation
Through this big idea, we made a content about our new daily routine (inspired by our friends’ too). It’s a simple idea that will bring a big impact, anyone will feel relate to and be engaged by the activities that’s shown. If there is other who arefeeling down caused by pandemic will be triggered to be more productive during this situation.
We want to spread the positive vibe that we are not alone in this situation, so please stay connected with your loved ones.
Our visual title was inspired by designer Meg Lewis’ artworks.
We’ve collected some positive and common activities during this pandemic and pour it on our tagline as #NewNormalNewStyle.
The word ‘Style’ in our tagline, refers to the ‘Lifestyle’. It can be transformed into any words refering to the New Lifestyle that people have been creating these days, like “New Normal, New Community” or “New Normal, New Skills”, etc.
The New Normal situation leads us to open big opportunity in our lifestyle.
creative concept
video execution
The Keyvisual
chose the laptop screen as the point of view and flow for this animation video and imitated the Apple Macbook’s UI screen.
We had been working in a fast pace. So, made the keyvisuals as storyboard following direction from the storyline. also wrote the video contents and recorded the video narration. Then my partners made the illustrations, animation, and complete the video with background music (free source).
The full video has been uploaded on the The Fox, The Folks Instagram (post 24th) “@thefox.thefolks” and on the The Fox, The Folks Youtube channel.
video execution
BLUE TURTLE BRAND ACTIVATION
[Client Project] http://instagram.com/blueturtle.official Brand Activation & Social Media Management Project on Instagram for Blue Turtle Brand.
In this project, worked along with one graphic designer to direct and execute the visual branding.
The Brand
Blue Turtle is a brand that provides eco-friendly solutions for businesses.
Started from the case of a sea turtle with a plastic straw stucked in its nose, Blue Turtle decided to be a brand that provides a win-win solution for business and nature. Blue Turtle aims to be a bridge that connects nature’s needs and human’s needs.
The first product of Blue Turtle brand is an individually wrapped paper straw with pattern. The reason why behind the paper straw should be individually wrapped is to minimize the risks of bacterial contamination.
Competitor
There is one of the strongest competitor in Indonesia that has a strong campaign of their various eco-friendly single-use products.
We have compared Blue Turtle and the strongest competitor through 4 factors, which are price, look, durability, and approach.
Overall, Blue Turtle has a few plus points compared to the competitor from price, look, and durability in mind. With this, Blue Turtle has to focus on approaching people.
Objective
My graphic designer friend and I need to make Visual Branding dan Brand Activation on social media (Instagram) for Blue Turtle to be able to approach people.
Credits: Graphic designed by Septianie Putri
The Target
The target segmets are young adults who are already aware of environmental issue caused by plastic. So, here is the brand’s target:
Target Market Businesses such as hotels, cafes, and restaurants.
Target Audience Businesses’ (hotel, cafe, restaurant) customers.
analysis creative strategy campaign execution
People cannot relate personally to the environmental issue caused by plastic waste because they ignore eco-lifestyle’s true meaning and concept.
Insight
Blue Turtle
Blue Turtle has direct interaction with Target Market.
Blue Turtle uses digital platform to reach Target Audience,
The Big Idea
Blue Turtle wants to raise target’s attention and empathy . So they could become more visionary of their personal lives, by incorporating simple eco-lifestyle to their renewed daily activities while being proud of it.
strategy campaign execution Expectation Message
The point is Blue Turtle will invite all of their target audience to implement a simple conscious living lifestyle. For a start, by using the understanding and application of eco-lifestyle on the target’s daily basis.
However, the Blue Turtle’s challenge is how to present the heavy content to be easily understood by target audience. Because society still has a perspective that eco-lifestyle is unpractical.
Attractive Visual
Whereas, if we make small changes consistently, we could create big impacts not only for ourselves, but also for all living beings in the ocean.
Action gains reaction. Together with Blue Turtle, we can make the ocean becoming blue again. Blue Turtle now, blue ocean then. #BTNowAndThen.
Essential Content
Repetitive Activities
The Visual Board
Credits: Photo resources pinterest
The Content Planning
Blue Turtle implements the AISAS (Attention, Interest, Search, Action, Share) communication method on social media, Instagram.
The research for the content leads to The Conscious Living Lifestyle. The overview of the content planning is based on the eco-lifestyle steps, which are Rethink - Refuse -Reduce - Reuse - Recycle.
Not only that Blue Turtle shows research facts on environmental issue, they also urges the targets to apply those steps on their daily activities. There will also be Quizes with a bunch of Blue Turtle Paper Straw as the prize.
We will execute the number 01-18 instagram feeds content on this project. While the number 19-21 are adjustable as the examples of the campaign ending, so that the owner can continue running the Instagram.
creative strategy campaign execution
This is the visual board for photography guidance.
This is the visual board for graphic guidance.
Instagram Feed Content
In a total of 28 pieces of contents which were into 4 animated panels and 14 stillimage panels on Instagram, the ones that got the highest engagement are panels number 07 and 10.
The 07 is a carousel content consisting of Blue Turtle Paper Straw’s product description. While the 10 is the first GIF content produced from a photoshoot.
Credits:
Graphic Design Feeds by Septianie Putri
campaign execution
Instagram Story Content
Instagram story is used for more active contents, such as national public holiday celebrations and further description of the contents that have been uploaded on the Instagram feed.
Credits:
Graphic Design Stories by Septianie Putri
campaign execution
Photoshoot Content
The outline theme of Blue Turtle’s photoshoot is the society’s daily activities, especially how we use straws and plastics in our lives. Each content were adjusted according to the plan for each Instagram post.
A few of the scenes were taken a few times from different angles to create GIF. chose GIF because it was the trend, so it will attract the target’s attention. The GIF was inspired by the stereoscopic and stopmotion methods.
During the photoshoot, directed each scene, setting and properties placement. My friends and also acted as the model. The photoshoot itself took around 3 hours.
campaign execution
Credits:
Photos taken by Richard
KULIT SERASI CAMPAIGN by INNISFREE
[Final Assignment]
A Corporate Social Marketing (CSM) Campaign for my Final Assignment at the university, with Innisfree as a brand study. This campaign has many media implementations and integrations (both online and offline). In this section, will represent just the main media of the whole campaign journey that leads to the main event.
Apart from my role as the Creative and Art Director, was also doing the research-analysis; content plan-create-write; and execute each media design and productions.
The Topic Objective
My final assignment topic, “Kulit Serasi campaign” initially started from the Korean popular cultural hype that has been entering Indonesia, particularly in terms of appearance. This has made Indonesians become hypercare toward their appearances, followed by the Korean beauty brands that are infiltrating Indonesian market.
One of the most prominent Korean Beauty products are their skincare product. There are lots of options on skincare at the market which often make us confused in choosing the right products. As a result, there are lots of cases of buying the wrong skincare product for their skin condition, be it for regular consumers as well as for beginners.
Thus, I wanted to create the Corporate Social Marketing (CSM) campaign to educate people about how to identify and understand their skin conditions prior to buying the skincare products.
This campaign will be held under Innisfree Brand as the brand study case.
Innisfree is a skincare brand from South Korea that concentrates on using skincare products optimally by adjusting to the skin condition on the face of each person. chose Innisfree as the brand study case because they have the similar mission to this campaign and I personally like their branding itself.
The Target
The target segments are young adults who are already aware of face treatment and regularly use skincare products.
In order to determine the specific target, I used the mapping method of all skincare product activities that are relevant to the consumer’s activities. It can be drived from 2 main propositions, which are economy and skincare consumption. After being mapped, I marked off each proposition with 3 age grouping categories, which are university students, young workers, and professional workers.
In the end, the mapping boiled down to the university student category, 18-23years old.
Target Market & Target Audience
Female university students with Socioeconomic Status (SES) B who are indecisive in making choices.
analysis creative strategy campaign execution
People tend to mispurchase skincare products regardless of their skin conditions and needs, because they do not experience the side effects straight away.
The Big Idea
Kulit Serasi aims to educate society by indirectly experiencing the side effects of skincare. Accordingly, this can remind people to think before they buy and in order to avoid impulse buying behavior.
Given that Kulit Serasi aims to change the target’s behavior and perspective toward their skincare routines, Kulit Serasi’s CSM campaign use “daily activities” as the main theme to deeply engage the target.
Therefore, the tagline of the campaign is “Kenali Kulitmu, Serasikan Skincare-mu” followed by the hashtag of #KulitSerasi. All of the campaign materials are in Indonesian and English.
Kulit Serasi itself has 3 steps of campaign with different contents yet mutually integrated.
First, it has a content about knowing and understanding your needs which was presented to engage the target’s feelings (Feel). Second, educational information content about face treatment (Learn). Third, created and provided a space for target to indirectly experience and understand the effects of skincare toward their faces (Do).
also implement all of these steps from the marketing model of Foote, Cone, and Belding (FCB) Grid, 2nd Quadran “Affective: Feel - Learn - Do”.
The Media Integration
used the AISAS communication model “Attention (At) - Interest (I) - Search (Se) - Action (Ac) - Share (Sh)” on Kulit Serasi to expand and integrate each media placement and collaboration of the campaign’s steps.
strategy campaign execution
Social Media Posts
Instagram Feed Content
I divide the overall Instagram Feed Content into 3 color vibes in accordance with the 3 campaign steps. The number listed on the panels (as represented instagram feed) are the numbers of the uploading sequence.
Graphic Credits:
Ornament illustrations by Kimberly Ardian 04-06, 27 Illustration by Faiha Kuntum 10-13, 29 Layout by Kezia Josephine 22, 24, 25, 28, 30 Photo resources on Pinterest
Campaign introductions > Video Ads Teaser > Video Ads Vlog Challenge > Skin Facts 101
Event Teaser > Clay Mask Challenge > Event Promotion
campaign execution campaign execution
Website Content
The preview of some pages in Kulit Serasi’s website. I planned and designed the website interface and also wrote the content.
The Kulit Serasi’s website content consists of: 1. Homepage.
2. Tentang Kami: Information, Description, Vision and Mission of Kulit Serasi’s campaign.
3. Tentang Kulitmu: contains a feature to self-diagnose and self-check your skin conditions with INNI Beauty Self-Consultant. This feature is an alternative to the Face Scanner from the main event.
4 Berita: articles and facts about lifestyle.
Credits:
5. Kegiatan: archives of all Kulit Serasi’s campaign journey. campaign execution
Photo resource pinterest campaign execution
Face Scanner Content
The preview of some pages in Face Scanner Application. I planned, wrote, designed the App’s from the flow and content until the interface. The Face Scanner Apps choosen as the primary media from Kulit Serasi main event. This media use a 3D ensor system that detect heats. In order to be fully functioned, the system needs to cooperate with some coding experts and skin specialists.
Face Scanner’s Flow:
Log in > Personal Data > Data and Analysis of Personal Face Problems > Face Scan > Results of the Face Analysis > Recommendations of Main Product (Clay Mask) Usage Area > Recommendations and Explanations of the Entire Range of Matched Innisfree’s skincare. campaign execution campaign execution
The Main Event
Mockup 1:70
A Pop-up Event as the main event from Kulit Serasi campaign, comprises of some activities that are categorized into 5 areas:
1. Sudut Kontemplasi area (face scanner booth) with the fitting room set-up.
2. Kreasikan Pesonamu area (photobooth).
3. Bincang-Bincang area (workshops and talkshows).
4. Serasikan Skincaremu area (sales of Innisfree skincare product selling).
5. Serasi di Kantongmu area (merchandise selling).
The event’s booth size is 8m x 4m. The event was planned to be held on the ground floor of Malls. The booth’s display used mood visual as a reference from the Innisfree themself combined with Kulit Serasi’s branding design content.
SudutKontemplasi
Kreasikan Pesonamu
BincangBincang
Serasikan Skincaremu
Serasikan Kantongmu
Mockup Credits:
Miniature arrangement helped by Deimez Damayanti
The Merchandise and Print Ads
Placement: store (product).
This is a mockup I’ve created as an example for the product tag usage. also put a message in the product tag that ask the target about their skin condition.
Placement: store.
I tried to create a folding technique for the mini brochure through this mockup design. The mini brochure consists of information about the introduction of each sksin type condition and the details about Kulit Serasi campaign.
campaign execution
Placement: pop-up event, public spaces (i.e. mall, cafe), and store. The merchadise are earrings made from acrylic. The poster is a digital mockup. designed these media as complimentaries to the main event. campaign execution
“FEEL” 2 months
“LEARN” month
“DO” 5 months
Mini Brochure
Product Tag
Merchandise
Posters
Photoshoot
campaign execution campaign execution
The main concept for the photoshoot content is having fun with Innisfree’s claymask and other skincare products on a daily basis.
I executed the photoshoot and turn some of the result in forms of GIF and Stereoscopic Video.
Most of the photoshoots were planned to be posted on Kulit Serasi’s Instagram stories.
Content
The video ads concept is daily life routine. The story is about a girl who has never used any makeup and skincare before. She goes to sleptover at her friend’s house due to a group assignment and tries all skincare night routine and makeup from her friends.
They go to the campus, and suddenly the main char’s face feels so dry and itchy. Her friend who feels guilty, finds a solution to do a virtual consulting with a beauty specialist through virtual app scanner by phone.
The magic happens, the Innisfree product’s recommendation result appears in front of her. She tried it and her face slowly goes back to normal condition.
split the video ads into 2 parts. (1st when sleepover, 2nd at campus). Pictures above are some scenes taken from each video.
The vlog video is for a social media challenge content. The KOL is telling about beauty routine and the target needs to guess each Innisfree product that she/he used. I made this content and video as a bridge to the main event. So, The winner can redeem the benefit and prize at the main event.
Vlog Challenge
Video Ads
Credits:
Video taken by Michela N.
ANAN D A RATRIPOR TFOLIO
THANK YOU!
Hope we can work together :)
For more info, you can reach me on WA: +6281224466187.