Summarecon Bandung TVC

For this Summarecon Bandung TVC, the brief was clear: establish the brand’s presence in a big way. We weren’t just creating a commercial; we were crafting the visual cornerstone for their entire Bandung identity. The core challenge was to capture the essence of what makes Summarecon Bandung unique – its community, lifestyle, and aspirational quality – and translate that into a compelling narrative that resonated deeply with the target audience.

My initial approach involved a deep dive into the brand’s long-term vision and market positioning. This wasn’t just about pretty pictures; it was about understanding the emotional connection Summarecon aims to build. We kicked off with intensive concepting sessions to unearth those unique selling propositions. We explored various angles, from showcasing the expansive green spaces to highlighting the vibrant community life, ultimately landing on a concept that felt authentic and aspirational.

From there, it was all about orchestrating the production. As the creative lead, I focused on bringing together the right talent – from the director who could truly translate our vision to the DOP who understood how to capture the scale and beauty of the location. My role was to ensure every single frame contributed to that overarching narrative. This meant meticulous attention to detail in everything from location scouting to casting, ensuring every element was aligned with the grand vision.

During the shoot, my priority was to maintain a cohesive creative flow. We were dealing with a “bigger scope” project, which inherently means more moving parts and potential for complexity. I was constantly course-correcting, making real-time decisions, and troubleshooting on set to ensure we stayed true to the original concept while also adapting to unforeseen circumstances. It was about being agile and decisive, empowering the team to execute their roles flawlessly while I kept my eye on the holistic picture – ensuring the final output wasn’t just good, but truly represented Summarecon Bandung in the most impactful way. The goal was to deliver a piece that didn’t just meet expectations, but set a new benchmark for their brand communication.