© 2024 by Marcella Kartika

Marcella KartikaPORTFOLIO

She called herself her the very talented full of creativity accountability. Her the plain and boring something mindblowing output. When you sound of laugh beautifully with creative mind, you to hire her!

Menar Gusman Hawa - Creative

herself Cella, I call talented person and Her role makes boring brief into mindblowing you need a and cry mixed the touch of you might need Creative Lead

Work EXPERIENCE

Tokopedia | E-commerce

Senior Art Director

Sept 2022 - Aug 2024

Nov 2017- Aug 2024

Achieved 263% of VTR target for Free Shipping video ads with zero budget across digital and TVC platforms. Stepped in as a substitute leader, providing design feedback and ensuring project continuity. Collaborated with TikTok on the 'Melokal dengan Batik' initiative, managing video storylines, art direction, and production across multiple cities. Created marketing visuals for PLAY, Tokopedia's seller app, and led design for event collateral, merchandise, and external collaboration cards, ensuring brand consistency.

Art Director

Jan 2020 - Sept 2022

Developed a digital video ad for Tokopedia PLAY, achieving a 41.05% VTR, 2 million views, and reduced CPI with a smaller budget. Created social media and banner guidelines for consistent brand representation. Innovated visual approaches for Tokopedia's digital products, including Fintech and PLAY, while boosting 'Toko Mama Gigi' performance to an average of 141k views,

Ajinomoto Awards Asian Student Package Design Competition

Issued by Japan Foundation, JPDA ( Japan Package Design Association)

1st Place Intergrated Marketing Communication Competition

Issued by Petra Christian University, Muscle Fit

Design

Awards AND SKILLS

Creative Marketing, Art Direction, Graphic Design, Illustration, Social Media, Digital Imaging, Packaging Design, Delegation, Research & Analysis

Jan, 2017

Jun, 2016

Software

Adobe Photoshop, Adobe Illustrator, Adobe Firefly, Affinity Photo, Procreate

Tokopedia x Jakcard

This card was launched exclusively for Pekan Raya Jakarta 2024.

Jakarta, synonymous with its hustle culture, requires all its residents to be ever-ready to keep up with the rapid pace of the city's growth. Whether old or young, everyone comes to Jakarta to become a champion. They are willing to leave before the sun rises and return home only when the moon is visible.

MARCELLA KARTIKA

They say life in the capital is harsh, but it's a different story if you're prepared. To survive in a big city, you need extra preparation. Jakarta residents must have a raincoat to withstand storms, the most comfortable shoes to get around easily, a sturdy backpack to carry many items, a trendy water bottle to stay stylish, and definitely a Jakcard to meet their transportation needs.

Creative Lead

Art Direction & Illustrator

Menar Gusman Hawa

Marcella Kartika

T-SHIRT CARD

Bebas Ongkir Rp0

We created a digital video ad to inform users about the new Free Shipping policy with no minimum transaction, all accomplished with a zero budget and under a tight deadline. The concept highlighted the freedom of free shipping, featuring scenes with people flying into outer space, aliens, and astronaut cats. The ad included a catchy soundtrack and a compelling voice-over that resonated deeply. The video achieved the VTR target by 262.63%.

MARCELLA KARTIKA

Creative Lead

Scripwriter

Art Director

Erika Roebino

Maulana Fadilah

Marcella Kartika

Music Director

Voice Talent

Motion Graphic Stefan Toghas

Rizki Wicaksono

Widi Kurniawan

VISUAL DIRECTION CREATIVE MARKETING ASSET PRODUCTION

Tokopedia Gi Card

Tokopedia Gift Card launched 8 new designs for Eid 2021 amid pandemic restrictions on homecoming (mudik). We introduced a special Ramadan edition with a ‘THRʼ theme to cater to diverse gift needs during this time, including top-ups and bill payments. Each card featured witty messages tailored for family, couples, colleagues, and friends, with illustrations in a vibrant vector style and enhanced outlines for visual appeal.

The Result

Packaged with engaging visuals and witty copy, Tokopedia Gift Card sales during Ramadan 2021 increased by 10.9% compared to the same period last year.

Creative Lead

Art Director

Copywriter

Erika Roebino

Marcella Kartika

Albert Bagus Prasetiyo

GRAPHIC DESIGN

CURATED

VISUAL

Melokal dengan Batik

This project marked the first milestone in the collaboration between Tokopedia and TikTok. As part of the Shop | Tokopedia initiative to support local batik MSMEs in Indonesia, Shop | Tokopedia aimed to provide various forms of support. This video was created to tell the stories of batik sellers, highlighting their challenges and aspirations that they hope to achieve together with Shop | Tokopedia.

Creative Lead

Scripwriter

Art Director & Designer

Video Director

Music Director

Videographer

Video Editor

Motion Graphic

MARCELLA KARTIKA

Menar Rizie Hawa

Menar Rizie Hawa & Maulana Fadilah

Marcella Kartika

Hendrick Ben

Stefan Toghas

Muhammad Syarief & Tito Febrianto

Ahmad Fadlan

Asyraful Umam

SHOP | TOKOPEDIA

I managed the project's video storyline and art direction, overseeing production across multiple cities, conducting interviews, and offering on-set feedback.

VISUAL DIRECTION DELEGATION VIDEO PRODUCTION

PRESS PLAY

2020-2023

Tokopedia Marketing Banner

In this page you'll find a curated collection of promotional banners I designed for Tokopedia marketing needs in 2020-2023. Most of these key visuals was designed for Digital Goods, Financial Technology products and Tokopedia PLAY.

MARCELLA KARTIKA

DIGITAL IMAGING GRAPHIC DESIGN

Tokopedia Card

Tokopedia Card is a co-branded credit card issued by PT. Bank Rakyat Indonesia (Persero) Tbk (BRI) in collaboration with Tokopedia. The Tokopedia card can be used at 44 million merchants partnered with the Visa logo, both online and offline, worldwide.

To unify the card design from FCN, we played with vibrant gradients and injected youthful energy into our collateral design to mirror the dynamic, colorful, and always-on-the-move spirit of youth. By blending Tokopedia's corporate color with a touch of minimalism, we designed a hip, modern look that's a perfect match for Tokopedia Card.

Creative Lead

Art Director

Erika Roebino

Marcella Kartika

Tokopedia Fashion Ramadan

This Ramadan, we designed a merchandise box for the offline event Tokopedia Fashion Ramadan 2024. We aimed to showcase the beauty of Ramadan in a youthful way, using a modular pattern box filled with Ramadan ornaments and colors that evoke warmth, calmness, and cheerfulness simultaneously.

MARCELLA KARTIKA

Creative Lead

Art Direction & Illustrator

ART DIRECTION MERCHANDISE GRAPHIC DESIGN CURATED WORKS

Menar Gusman Hawa Marcella Kartika

Toko Mama Gigi

Toko Mama Gigi is a featured live shopping show on Tokopedia Play, hosted and managed by Indonesian superstar Nagita Slavina. Tokopedia aimed to create an awareness video to highlight Toko Mama Gigi's unique selling points (USPs).

MARCELLA KARTIKA

Creative Lead

Scripwriter

Art Director

PRESS PLAY

Erika Roebino

Christina Liany

Marcella Kartika

Music Director

Motion Graphic Rizki Wicaksono

Widi Kurniawan

I developed the creative video storyboard, provided visual direction, and designed motion assets. Additionally, I assisted the studio team by serving as the voice talent for this video. CURATED WORKS

2020-2024

Illustration Collection

This is a collection of diverse drawings I created using Procreate. The artworks showcase a range of styles and themes, reflecting both my personal artistic expression and professional projects. These pieces have been used in both personal and commercial.

MARCELLA KARTIKA

Sweet Tale

Sweet Tale was produced with the sole purpose of reminiscing Indonesianʼs folklores that are starting to fade away. Sweet Tale specifically tells the story of Timun Mas “Golden Cucumber”. The packaging engages the consumers to read the tale of Timun Mas which is written on the inner part of the secondary packaging. Consumers will be intrigued to explore the fate of Timun Mas by guessing the content of the timun mas.

MARCELLA KARTIKA

SWEET TALE SET INSIDE THE GOLDEN CUCUMBER

The Result

Sweat Tale has won the Ajinomoto Award at the Asian Student Package Design Competition 2016 in Japan.

PACKAGING DESIGN

ILLUSTRATION

DESIGN

THE BOX

Designer Marcella Kartika, Raymond Gunawan INSIDE

Kisah Kecilku

The ability to write is a crucial skill that elementary school students (age 6-12) should have. However, the majority of elementary school students in Indonesia are lacking in their writing skills. It has been proven by several surveys conducted by international organisations that the writing skills of students in Indonesia are inadequate.

This project is designed to enhance the writing skills for children under the age of 8 to 10 years old. According to experts, diaries have numerous benefits in a child's language development - improved writing quality is one of it. As an effort to achieve this goal, an interactive diary was designed to resolve the stated issues.

KISAH KECILKU SET BOX

MARCELLA KARTIKA UNDERGRADUATE

Kisah Kecilku “My Little Story” is a 4-week education program aimed to improve the writing skills of children at the age of 8 to 10 years old. Children will write their stories on Kisah Kecilku with lift-a-flap interactives, which will give little surprises for each story. Kisah Kecilku is an interactive diary which can be utilized between parents and their children. Each set of Kisah Kecilku includes a guide book, a gift card, and a diary.

Designer & Illustrator

Story Editor

Marcella Kartika Maylia Sutarto (Indonesia Writing Edu Center)

INTERACTIVE BOOK DESIGN ILLUSTRATION GRAPHIC DESIGN