As part of an ongoing series highlighting young talent in the industry, Branding in Asia presents “One Under 30” – a special feature that focuses on up-and-coming talent in the ad world, one person at a time.
This week we talk to Refo Angkasa, a 25-year-old Copywriter at LUP Jakarta in Indonesia.
Over the course of our conversation, he talks about how he got his first break in the industry, what he loves about the work, what he doesn’t like about it, and more.
Name: Refo Angkasa
Agency: LUP Jakarta
Current Location: Jakarta, Indonesia
Education: University of Atma Jaya Yogyakarta, Bachelor of Communication Science,
How did you get your first break in the industry?
It all started in senior high school. At that time, I’m an active beatboxer and I also did some DJing on the side to put my creativity into music. Then, I thought of pouring my creativity in another field, which was advertising. That’s why I choose to study communication science and focus on advertising lessons, to proceed further in the creative industry.
In my final semester of college, there was a final project to create a mini creative agency with a real client. It advances my knowledge regarding pitching ideas process, execution & being more confident to choose the creative industry.
What is your personal mantra?
“Work hard in silence, let success make the noise.”
I have loved that mantra ever since my senior high school years. In fact, I consistently wrote in the senior high school yearbook & the opening page of my bachelor thesis. The reason is, I feel a goosebump every time read this sentence.
So, the point is we don’t need to show that we can do a, b and c too much. Just do your best and let the positive results spread naturally.
From what person, place or thing have you drawn your greatest creative inspiration?
Movie trailers & the movie itself. Starting from the cut scenes, dialogue, visuals, all the way to the typography.
What do you love about the job?
Improving the “creative muscles” and taste. In the beginning, we all have normal body muscles. When we do sports, gym and pay extra attention towards the food we eat, our body muscles will form naturally and optimally. The same principle also applies to creativity. When we often brainstorm with partners, seeking many references and searching for unique ideas, it in turn increases our “creative muscles” and taste.
What about your job are you not so crazy about?
Having breakfast, lunch or dinner while thinking of ideas.
What is some work you’ve done that you’re most proud of?
Saham Rakyat – #LetsTalkStocks: Saham Rakyat is a community that transformed into a stock trading app.
Recently In Indonesia, there is a stock investment trend, but this is not accompanied by public understanding or awareness of stocks. Many people are afraid to invest in stocks. When they see or listen to other people’s conversations about stock terms, they seem to see it as an alien language that is difficult to understand.
Therefore, me and LUP Jakarta team created a campaign for the Saham Rakyat application. We want to invite everyone to easily understand stocks, start trading stocks safely, and see stock trading as an opportunity to increase income.
If you had to choose another career what would it be?
3 in 1 musician. DJ, beatboxer and music producer.