As part of an ongoing series highlighting young talent in the industry, Branding in Asia brings you “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 highlight Rahmi Amelia, Art Director at LUP Jakarta.
Amelia told us she had rather humble beginnings on the career path to the ad world. “To tell you the truth, it was an accident. I never had any intention to be in the ad industry, never got familiar with arts, even though I feel I have no talent in the creative field before,” said Amelia.
“But one thing that kept me going is even if I don’t have that talent, I can’t let myself sink and fail.”
Name: Rahmi Amelia
Agency: LUP Jakarta
Position: Art Director
Hometown: Padang, Indonesia
Current Location: Jakarta, Indonesia
Education: Telkom University, Bachelor of Visual Communication Design
To tell you the truth, it was an accident. I never had any intention to be in the ad industry, never got familiar with arts, even though I feel I have no talent in the creative field before. But one thing that kept me going is even if I don’t have that talent, I can’t let myself sink and fail. The only way to survive in that moment is only to be the best or nothing at all, there’s nothing in between. Then I decided to practice really hard so I can keep up with the rhythm. From there I believe, talent is not completely a gift, it can be shaped.
After I finished school, I tried to knock on every big name of agencies. My first big break came when I was hired by Iris Worldwide Indonesia. At that time I met and joined a team that are obsessed with enjoying their creative process that inspires me a lot. Learning from them really shaped me. This opportunity led me to the path that I am on now for which I am very grateful for.
No space for doubt. It’s good if we are questioning everything, but when you start to doubt yourself it may kill more dreams than failure ever will. I think there’s a difference between self-doubt and low expectations. Low expectations may lead to a sense of pragmatism, while self-doubt may force us to neglect our potential.
It sounds cliche but inspirations can come in lots of different scenarios. Mostly I get inspired by the everyday. Lots of times it’s just a phrase that someone says and it strikes me a certain way to create ideas from that, from tapping dozens of IG Stories, scrolling down funny videos on Tiktok, scenes from movies, even the song lyrics. Depending on whether we can change whatever we notice can be inspirational or not.
The people. The moment when we are working with some crazy talented people is such a blessing. I really enjoy deep brainstorming, getting positive jealousy, and wondering how my colleague can come up with such brilliant ideas. It makes the fire burning in me, the feeling wants to grow sharp like them. Even better. Becoming friends with colleagues somehow makes everything easier, especially when the tough deadline kicks in. At least you have mates to laugh with to keep on.
“It sounds cliche but inspirations can come in lots of different scenarios. Mostly I get inspired by the everyday. Lots of times it’s just a phrase that someone says and it strikes me a certain way to create ideas from that.”
Another thing I love about the job is the various briefs. Every day we are always facing different brands, and different challenges. It keeps the wonder alive. Sometimes it feels magical when we can switch our mind from a brand to another brand but still can manage to bring out the potential out of it. It makes me appreciate every progress.
A sudden changes brief and the “Sorry guys, unfortunately, we have to work on the weekend”.
ZOYA – Make Your Choice: ZOYA is one of Indonesia’s biggest Muslim fashion brand. From the very first time I got the brief to work on ZOYA, I wanted to try to speak honestly through this brand from my heart without any burden on how the outcome of this campaign will be. I feel related to the insight and stigma that is developing in society.
From the day women decided to wear hijab, people already expect them to behave in certain ways, to fit into the stereotype of what “a hijaber” should look like, behave, and be. So me and the team at LUP Jakarta created a campaign for ZOYA to empower all hijabers in Indonesia to be fearless and confident in the choices they make to be who they are. We want to give them their power and voice back with the message #AmbilPilihanmu (MakeYourChoice).
The campaign gave us 300% increase in engagement and instantly became the most responded ZOYA campaign ever. What touched my heart the most was, there were even some women who directly messaged me and told me that she felt grateful for voicing this campaign. The campaign provides opportunities and encouragement for hijab-wearing women to be brave and stand on their own life choices. From working on this project I learned that the most basic thing we do as advertisers is to communicate honestly from the heart. The message will be delivered by itself without having to be forced.
A director. I hope my skill in making stillomatic can count.
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