Brand Campaign
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JD.ID
A Ramadan story about a father's quiet sacrifice.
The challenge
Ramadan is the loudest, most competitive moment of the year for Indonesian e-commerce — a wall of discounts and countdowns. JD.ID didn't want to shout louder; it wanted to be felt, and remembered, for the right reasons.
Our approach
So we told a story instead of running an ad. We wrote and directed a short, cinematic piece set in a village at golden hour — a father working through the heat, and a son slowly understanding what that sacrifice means — building to the moment that matters most in Ramadan: coming home to the table together. Concept, production and post, all in-house.
The outcome
An emotional Ramadan piece that earned attention through feeling rather than discounts — giving JD.ID a warm, human presence at the busiest moment of the year.