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Toko Ayung
Project type
Art Direction, Social Media
Date
2026
Location
Jakarta
How do you take a B2B distributor that has been purely offline since 1980 and make it relevant for a new generation of entrepreneurs? That was the challenge at Toko Ayung, where I came in to build their digital presence from absolute zero in 2026.
As Creative Lead, I lead a creative team of three consisting of a copywriter, video editor, and creator. To connect with a younger audience, we shifted away from boring corporate feeds and leaned heavily into Gen-Z internet culture, fast-paced memes, and riding the wave of daily trending topics. My role is a mix of strategy and execution. I handle the brainstorm, write the witty scripts for our Reels, and supervise the video production, while personally designing the visuals for both social media and physical store POSM.
Launching a brand-new Instagram account for a traditional wholesale business is tough, but this trend-first strategy paid off in just three months. We built an organic community of over 200 business owners from scratch and hit a peak engagement of 242k views on our top-performing content, proving that even a legacy brand can stay ahead of the digital conversation.
