Flock Creative Agency Indonesia recently tasked director Rajay Singh and Directors Think Tank to create the Tokopedia spot for Ramadan 2021.
Arysad, Creative Director, Flock Creative Network says “2021 Ramadan is still far from festivities of previous years. Courtesy of COVID-19 virus, there will be less crowds gathering during this sacred month. Sadly, that made the government decide to ban ‘Mudik’, the annual tradition where people return to their hometown ahead of Eid al-Fitr.
As one of Indonesia’s largest e-commerce companies, Tokopedia is committed to preserving the spirit of togetherness that is Ramadan. So, they created special Ramadan parcels to encourage people to reconnect with their relatives through the act of giving, a gesture that has always been an important part of Ramadan culture.
To spread the message behind these special parcels, a heart-warming story was created featuring ‘box man’ as the central character. And a beautifully crafted film was directed and produced by Rajay Singh and Director’s Think Tank that follows his epic journey to bring Indonesians from all walks of life closer to their loved ones, regardless of how far apart they may be. Like the story itself, this Ramadan may feel different, yet with Tokopedia, it will certainly be an unforgettable one!
Rajay Singh, co-founder/director, Directors Think Tank says, ‘ We wanted to capture this spirit of giving in a warm and charming way that avoided any overt slapstick humour. Our ultimate goal was to make people smile and feel happy and warm inside when they see the green boxes. So rather than treat them as cold inanimate objects devoid of any personality, we brought them to life through ‘box man.’
It has been a great honour to be involved in this campaign and to help spread the giving spirit of Ramadan to all corners of Indonesia.’
“Very inspiring film by Director Rajay Singh, who always taught us, don’t be afraid to do things wrong, maybe the wrong choices bring us to the right places or maybe those obstacles are meant to make us think more and be stronger! It was a big challenge for the remote shoot, but luckily we had our DOP Julian Oh who was there in Indonesia for the shoot and he was backed up by a great team!
What I really like about this film is the essence of humour, but yet keeps the human touch and the bitter sweet feeling”, adds Chevie Law, co-director, Directors Think Tank.
“Flock and Tokopedia always give us the opportunity to deliver something really special” added Stephen Douglas, Executive Director, Directors Think Tank.
SVP Marketing: Kevin Mintaraga
VP Marketing: Hilda Kitti
Head of Brand & Social Media: Raditya Beer
Head of Creative: Kevin Oei
Brand Strategist Lead: Wilson Salim
Creative Lead: Mohammad Iqbal
Senior Brand Strategist: Nadhira Alifa Mandala
Agency: Flock Creative Agency Jakarta
CEO/Creative Chairman: Ivan Hadywibowo
Creative Director: Arsyad
Producer: Arati Naradhyani
Production Company: Directors Think Tank
Director: Rajay Singh
Co-director: Chevie Law
Exec Producer: Rani Rauf
DOP: Julian Oh
!st Asst Director: Denis
Art Director: Budi Gareng
Wardrobe Stylist: Fanny
Make-up artist: Hans
Talent Coordinator: Pipit
Production Team: Tika, Wantem, Farkan & Reza
Post Production: Glas Fin
Audio Composer: Eggy & Demas
Audio House: Egg Production