Introduction

Dama Kara, a rising ‘batik’ local brand, team was gearing up for special collaboration with Indonesia’s known prominent actress, Putri Marino. Their primary need was to provide visual promotions starting from campaign ideation, editorial plan, to catalog photos and campaign video. As our dedication to serve brand, we first discuss with Dama Kara’s creative marketing team to get detailed deep over the campaign brief.

Syncro’s Approach: Finding the Common Thread

We invited teams from Dama Kara, Putri Marino, and our own synchronized talents. We begin by listening to their stories then tires to find a silver lining which symbolizes their stories. We probe more into two parties and perspective into one project. Syncro feels the need to hear our clients’ whys, which we then integrates to find the common thread. By finding this common thread, it ties all the elements into one strong, comprehensive story that we have tried closely together to research.

The collection that was used in the collaboration utilized sekar jagad batik, a batik pattern that was originized from Lasem. The pattern contains the meaning of diverse beauty which intertwined into one or meaning encompasses all splendors. Sekar jagad itself meant flower (sekar) and universe (jagad). The beauty of Sekar Jagad batik was marked by diverse happiness that spreads over the earth.

Creative Process: Building Meaning

The collection’s name, “Suar”, proposed by Putri Marino, means “guiding light” was refined through a narrative creation. Every human, must have undergo a complicated process to ignite the light inside them, then Suar becomes a lighter that ignites uniqueness inside ourselves that grows to initiate good things for its surroundings. After we harmonize it by the stories of each parties, the campaign titled ‘Tentang Suar’ (about Suar), was then born.

And finally, a narration was born.

Narration was born, thus the mood was born together with it. We were then able to discover the mood for the production of campaign video, short video, and the campaign photos. We carefully decide the location and the storyboard, so that the message that the collaboration aims to portray can be achieved. After that, Syncro provide overview presentation of the entire project, starting from storyboard, moodboard, project timeline, and tone reference. 

Generating Ouputs with Love: Production and Post-Production

The production went smoothly, with the warmth between talent and brand was prioritized by us in the process. This was so that we are able to collect continuous feedback or input in the shoot location, so the media was well in accordance with what the brand expects.

 

 

 

Entering the post-production process, the preview before the finished project was provided, as part of our SOP. This discussion room was made to receive feedback, once again so that both parties approve the work and in accordance to clients’ expectation. 

We then created a kickstart for their launching, because we believe that the cultivation of a good visual in a campaign has to be an important thing for a brand so that messages of the campaign could be well-understood and well-received. Visuals in the form of pictures portrays the product and its detail when it’s worn and visual in the form of video portray the collection as a whole with Putri Marino’s persona.

The series of the results can be seen here:

Here’s our results from the photo session of Dama Kara ‘Suar’

From Results and Feedbacks.

What do they say about us, after our campaign journey?

From Delya as head of Branding in Dama Kara :

“It’s always been a joyous session working with Syncro! Mulai dari proses brainstorming concept sampai produksi selalu dimudahkan dengan ide-ide kreatif dari tim Syncro. Syncro selalu bisa mengemas sebuah campaign dengan visual yang eye-pleasing tanpa menghilangkan main idea dari campaign itu sendiri. Good job, Syncro Team!”

From beloved customer of Dama Kara :

“Aku suka dengan visual dan tone warna yang dipakai Damakara di sosmed, semua menarik dan enak dipandang. Pemilihan warna juga padanan desain yang dipakai sangat cocok untuk tema-tema juga konsep Damakara yang ingin disampaikan dapat dinikmati dan dipahami dengan mudah. Overall sudah sangat baik, paling suka juga angle angle pengambilan gambar/foto yang bisa sampai di hati???”

We believe so, too: every projects have made and upcoming with Syncro, we believe that work closely with brands creates an emerging – and synchronize work. Where somehow universe destined us to create that work. Starting from campaign ideation, editorial plan, catalogue photos to campaign video, we will listen and create visual stories for you.