Smartfren

In 2023, Smartfren launched a grand campaign called “100% untuk Indonesia,” aimed at enhancing communication technology access for all Indonesians so they can reach their full potential. As part of this campaign, Smartfren introduced a new data package called “Paket Kuota 100.” Knowing the significance of this mission, we realized that we couldn’t introduce it in an ordinary way. It called for a unique approach through engaging media that could connect with a broad audience. We chose a blend of illustrations and motion graphics to tell the story in a way that felt relatable and personal.

The biggest challenge in creating the Smartfren Kuota 100 video campaign was integrating creative ideas based on current trends and relevant issues, plus a touch of exaggerated humor, into a cohesive storytelling flow. At the same time, we needed to represent the main character’s challenges as a relatable stand-in for Smartfren’s target audience, especially Gen Z.

We didn’t just conduct some research and brainstorm sessions to look for references to pop culture elements that we could parody, but also focused on selecting the right style and character design, along with a fitting environment that would authentically depict the “hero” of the campaign as a Gen Z figure navigating everyday life.

Introducing, Zee

The video campaign introduces a main character named Zee, a young woman who views her life as fairly ordinary—and is fine with that. But eventually, she realizes she can unlock her full potential with the help of Smartfren’s technology and network access.

Through this story, we aim to highlight a prevalent issue: many people are “capable of doing more” but lack the opportunity to discover their hidden potential, particularly through digital platforms. Smartfren addresses this need by bringing affordable data packages with reliable network access to Indonesians as part of the “100% untuk Indonesia” campaign.

The relatable story premise, complete with loads of easter eggs depicting Gen Z life and their daily struggles, was then executed as storyboard sketches for each shot. This was followed by illustration, animation, sound effects, and voiceover. With a style that leaned toward a comic book and retro-arcade vibe inspired by movies like Scott Pilgrim, we aimed to create visuals that were vibrant and dynamic—not just to support the narrative but to deliver an engaging message.

Beyond your imagination

Animation allowed us to explore various possibilities and break free from the limitations of live-action formats. The end result isn’t just a creative storytelling medium but a campaign that truly stands out among other video campaigns.

Great honor for great opportunity

The collaboration with Smartfren was a valuable opportunity for the Stellaris1 team to make a significant impact on Indonesia’s digital future. With Smartfren’s efforts and consistency, we’re confident this mission will achieve its intended success.