ASTRO: Kereta Cepat Indonesia

Let’s be real. Commuting during rush hour is a survival sport, and nobody has the brainpower to admire "pretty" ads when they’re just trying to make it home. My goal was to turn that "what's for dinner?" panic into a quick "add to cart" moment before the train even pulls away. It’s not just about awareness; it’s about being the solution at the exact moment they need it.

On a moving train, clarity is everything. I leaned into bold visuals because I knew our window of connection was only about three seconds. We took seasonal Ramadan inspirations like the warmth of homecoming and the excitement of breaking the fast, giving them a fresh Astro glow up. It was about staying culturally relevant while keeping that signature high-energy brand identity.

I acted as the bridge between the Creative and Branding teams to make sure our big ideas translated to a real-world station environment. Preparing Final Artwork for a train is a massive technical puzzle where every inch matters. I took full ownership of the technical prep to ensure the colors stayed vibrant and every detail was perfectly aligned.