Launching Netflix Indonesia

Client: Netflix

Roles Performed: Executive Creative Director, Writers' Room Management, Production Assistance, Social Media Strategy

Description: Travel back with me to the halcyon streaming days of 2018!  Disney+ and HBOMax were still just a blip in the clear sky. Netflix ruled unopposed, Stranger Things was a colossus. For Netflix, it was time to conquer the globe. After a highly-competitive pitch, my team was chosen to do that very thing in our little corner of the world — launching Netflix in Indonesia.

If the samples on this page make no sense to you, that’s to be expected. Our campaign took the Netflix catalogue and filtered it through the most deeply odd corners of Indonesian internet culture. My role, as creative director, was to help guide our writers’ room and production team to conceptualize and produce content that was authentically Indonesian, delightfully weird, on-brand for Netflix, and would (most importantly) drive subscription numbers.

Did this lead to a Netflix workout video starring Indonesian 1990s fitness celebrity Vicki Burki and hip-hop star RamenGrvl cosplaying at Eleven from Stranger Things?

Yes. Yes it did.