Six campaigns across four years — each built around a distinct concept, visual language, and strategic intent. From lifestyle storytelling to product-focused shoots, every campaign was art directed and produced end-to-end.
Scope of work
Campaign concept & creative brief
Art direction & visual language
Talent sourcing & casting
On-set direction & styling
Post-production & retouching
Content rollout strategy
Brand Activation
Hertape Laundry Room & Her Airlines
Role
Producer + AD
Pop Ups
3
Days
9
Revenue Growth
4×
Concept-to-execution brand activations — immersive layout design, KOL hosting, sponsorship, and offline-to-online traffic strategy. Both activations drove Hertape's strongest annual revenue to date, with 2,000+ online orders generated post-event.
Scope of work
Venue concept & physical layout design
Customer flow & experience architecture
KOL selection, briefing & on-site hosting
Sponsor sourcing & partner management
Pre-event content strategy
Post-event offline → online conversion
Branded freebies, packaging & sensory touchpoints
Shopify Build
Hertape Shopify Store
Platform
Shopify
Marketplace
0% dependency
Live
hertape.com
Built Hertape's Shopify store from scratch — mobile-first, conversion-focused, and designed to feel as premium as the brand itself. Includes a custom size calculator built in Liquid that recommends the right product based on customer input, reducing sizing-related support tickets.
Built a full retention system from scratch for a fashion brand with zero existing CRM infrastructure — five automated email flows, a membership program, and a custom project tracker for client collaboration.
Scope of work
Shopify + Klaviyo integration
Welcome, Abandoned Cart, Birthday, Win-back, Back in Stock flows
Internal OS for Hertape's 12-person team — one unified PWA replacing WhatsApp groups and spreadsheets, installable on mobile with push notifications. Daily logs with automated KPI scoring, CEO dashboard, @mention tagging, and auto-sync from Shopify.
Scope of work
Daily logs with automated KPI scoring
CEO monitoring dashboard
@mention tagging with push notifications
Auto-sync from Shopify
Production calculator — HPP & sell-through per SKU
A personal finance planner built from scratch — track income, expenses, saving goals, and debts with an AI analysis assistant. Bilingual ID/EN, mobile-first PWA.
Scope of work
Full-stack Next.js 14 + Supabase build
Auth, onboarding, dashboard
Income, expense, goal & debt tracking
AI financial analysis (Claude API)
Bilingual ID/EN interface
Mobile-first PWA
money많이
Accounts & Transactions
Net Worth
Rp 10.217.387
Total Assets
Rp 13.831.468
Total Debt
Rp 3.614.081
Accounts
7
BANK
Dana 5530
Dana
Rp 8.649
BCA 2228
BCA
Rp 13.782.344
E-WALLET
Shopee Pay
Shopee
Rp 28.661
Gopay 5530
Gopay
Rp 11.814
Home
Accounts
Report
Settings
What do you want to add?
×
TRANSACTIONS
Manual transaction
Log income / expense
Scan receipt Basic
Upload receipt photo, AI auto-parses
Upload e-statement Basic
PDF or screenshot of bank statement
GOALS & PLANNING
New goal
Add a saving goal
Add Debt
CC, PayLater, installments
< Settings
Billing & Plan
Basic
Active
Rp 199.000/year
Renewal: April 8, 2027 · 334 days left
AI Analysis0/15 this month
Resets at the start of each month
Input manualUnlimited
AI Financial Analysis15x/month
Upload e-statement—
Upload struk/receipt—
Upgrade to Pro — Rp 249.000/year
Home
Accounts
Report
Settings
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Data Mei: Rp 0 in · Rp 0 out · Saving 0%
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Analyze my finances
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Tips for tracking
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Systems
Factory Internal System — End-to-end Ops
Client
Confidential
Type
PWA
Stack
HTML · JS · IndexedDB
A fully offline-capable internal system built for a production factory — replacing manual spreadsheets and WhatsApp coordination with one unified tool. Covers raw material intake, grading, batch production, invoicing, and payroll, all in Bahasa Indonesia.
Scope of work
Raw material inventory — purchase & sale tracking per grade
Production batch management with batch history
Invoice generation & sharing (PDF / Web Share API)
Employee portal — GPS attendance check-in/out
Automated payroll calculation from attendance data
PIN-based employee authentication per NIK
Offline-first with local data persistence
Raw MaterialsAdmin
Stock
Buy
Sell
Value
Current stock
Grade A12.450 g
Last in: 3 May 2026
Grade B8.200 g
Last in: 28 Apr 2026
Grade C4.700 g
Last in: 20 Apr 2026
Sortiran1.380 g
Last in: 15 Apr 2026
Recent purchases
PB-2026-0183.200 g
Supplier A · 5 May
PB-2026-0172.850 g
Supplier B · 28 Apr
ProductionAdmin
Batch
Invoice
Stock
Batch #024Done
Output: 3.200 g · 5 May
Batch #023Done
Output: 2.850 g · 28 Apr
Batch #022In progress
Started: 22 Apr
Batch #021Done
Output: 2.100 g · 10 Apr
Open invoices
INV-2026-041Rp 3.6M
Buyer A · 5 May
INV-2026-040Rp 2.1M
Buyer B · 28 Apr
FS
Factory System
Masuk dengan PIN kamu
NIK
EMP001
1
2
3
4
5
6
7
8
9
←
0
✓
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Hari ini
Riwayat
Lokasi terverifikasi · 0.8m dari titik absensi
Status hari ini
Check-inBelum
Check-out—
StatusBelum absen
Check-in Sekarang
Kamu berada di area pabrik
Slip gaji — April 2026
Take home pay
Rp 3.200.000
April 2026 · 26 hari kerja
Gaji pokokRp 3.000.000
Tunjangan hadirRp 300.000
Potongan−Rp 100.000
Beranda
Kerja
Absensi
Gaji
Profil
Systems
Medical Treatment Center — Rehab Scheduler
Client
Confidential
Type
PWA
Stack
HTML · JS · LocalStorage
A scheduling tool built for an inpatient rehabilitation center — helping therapists manage daily sessions, track patient progress, and monitor department-wide productivity. Designed for quick access on mobile during rounds.
Scope of work
Daily schedule board — sessions per therapist per time slot
A focused practice across creative direction, e-commerce, retention systems, and internal tools — built for lifestyle brands that need to grow with intention. Each engagement is end-to-end, from strategy to handoff.
01
Creative Direction
+
Concept-to-execution art direction for campaigns, lookbooks, and brand visuals. Build a cohesive visual language that resonates with your audience.
Scope of work
Campaign concept & creative brief
Art direction & visual language guide
Talent sourcing & casting
On-set direction & styling
Post-production & retouching
02
Shopify Build — End to End
+
Full Shopify build from blank store to launch-ready. Covers product listing, 3PL fulfillment, payment gateway, shipping logic, and everything in between.
Common challenges this solves
Still on marketplaces, want to migrate to owned-channel
Theme template feels generic, not premium enough
Stuck on 3PL setup, shipping rates, or local payment gateways
Portfolio sites, landing pages, brand microsites, or directory websites. Clean, fast, and editable. For commerce, I prefer building on Shopify — see service 02.
Common challenges this solves
No web presence yet — too reliant on Instagram alone
Existing site looks cheap, generic, or outdated
Every content update requires contacting a developer
Slow loading, poor SEO
No structured way to showcase work for clients or investors
Scope of work
Custom design & development
Mobile-responsive (works on every device)
CMS integration (edit content without coding)
Domain & deployment setup
Performance optimization (fast load, good SEO)
Maintenance handoff
Have a project in mind?
Contact
Let's talk
For project inquiries, collaborations, or just to say hello — reach out directly.
