Jakarta, Indonesia Whilst some individuals get anxious from suffering skin issues, Indonesian skincare brand Somethinc reminds everyone that there’s a solution to easily handle skin issues by unveiling newest products in its latest ad.

In collaboration with advertising agency TJT Creative Lab, the 90-second quirky ad showcases the skincare brand’s newest product line, Calmdown® Series, which is designed to provide relief and comfort for people who have calm sensitive, angry, and irritated skin.

This also features the products’ patented active ingredients and technology that instantly soothe irritated skin. The innovative range of products is an idea of Irene Ursula, who founded Somethinc skincare brand.

Irvine Prisilia, executive creative director at TJT Creative Lab, said that they want to elevate the skincare brand beyond a product story and create something that would resonate with audiences, therefore, they decided to craft this quirky ad.

Calista Primalia, creative director at Somethinc, added, “We love the quirky story of showing our skin cell as an angry skin cell and creating havoc in our skin. It is one of those ideas with legs a mile long. Allowing us to expand our messaging across channels and platforms.”

Other works from the campaign also include over 30 billboard spots all over Indonesia to reach a wider audience and promote the benefits of the new product range.

Jakarta, Indonesia – After the opening of its Bangkok office in 2018, Thailand-based advertising agency TJT Creative Lab, with its co-founders Irvine Prisilia and Apiwat Pattalarungkhan, has expanded operations by opening its second office in Jakarta, Indonesia. 

The two co-founders are both creatives with a collective experience of over 20 years working in Jakarta, Bangkok, Singapore and Shanghai.

This also serves as a homecoming for Prisilia, who is also the current creative director of the agency. Aiming to give back to her home country, Prisilia brings the agency’s presence in Indonesia to develop its creative and advertising industry.

Since its establishment in 2018, the creative lab was able to work with technology companies including WACOM and Traveloka, electronics company Xiaomi, baking supplies store Bake With Yen, hotel brand Curio Collection by Hilton, gel product Puricas and hair product Dove Haircare.

TJT Creative Lab provides services including integrated marketing communication, performance marketing, campaign localisation, design and branding, and creative production.

Indonesia – The capacity of Thai commercials to tug at heartstrings in one moment and make viewers laugh out loud the next is what makes the advertising so unique. Many of them are tickling the funny bones not only of the locals, but also to the people of the region’s neighbouring countries. 

Thai advertisements have established the industry benchmark for a successful ad in markets such as Indonesia, giving over-the-top, passionate, and outright humorous content that is only semi-aligned with any specific product.

This encouraged LinkAja, one of Indonesia’s most popular e-wallet apps, to produce communications that challenge said benchmark and galvanise Indonesians to be proud of what they can achieve with a little inspiration from their northern neighbours.

Rizky Wisnu, head creative of LinkAja, commented, “Indonesians tend to look to the outside world to gauge our successes, but we wanted to change that mindset. We wanted to make ourselves proud of what we have achieved, showcasing our technological capabilities matching and, in some cases, surpassing other super-apps in the region. The same should be said for our communications work.”

Teaming up with TJT Creative Lab (Tang Jai Tham), he added, “Their creative portfolio showcases the experience in engaging audiences from across the region. And we wanted to work with a team that could bring this to the table – their understanding and appreciation of cultural nuances was ideal for what we were looking for.”

Keeping the execution Thai in spirit, the films were shot in Bangkok with a full suite of Thai talent, crew from Vanilla Films, a sister company of Mum Films of Suthon Petchsuwan and directed by TJT’s very own Creative Director, ApiwatPattalarungkhan.

Irvine Prisilia, creative director of TJT Creative Lab, explained the approach, “As an Indonesian, living in Bangkok for the past 12 years, you learn to appreciate both cultures and how it impacts our lives. Therefore, whilst we wanted to deliver on LinkAja’s message – encouraging Indonesians to stand proud we saw an opportunity to break through the cluster. So, for their new campaign #Apa2Bisa (#EverythingCanDo) we leveraged the Thai methodology but celebrated the Indonesians.”

Prisilia added, “The success of this film proves once again that collaborations are both borderless and limitless, especially when you’ve got amazing clients like the team at LinkAja that appreciates and understands the creative process.”