https://kahixu.com Kahi Xu Wed, 10 Jul 2024 17:08:50 +0000 https://kahixu.com en https://kahixu.com/Nav Sun, 28 Mar 2021 11:17:41 +0000 Kahi Xu https://kahixu.com/Nav &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; ︎Black KnightNETFLIX<img width="2368" height="2367" width_o="2368" height_o="2367" data-src="https://freight.cargo.site/t/original/i/116d73300dd5137a57b5c7d9523af6c9d8ee309bddb7701969ae9746e7efe20c/BK.jpg" data-mid="214414636" border="0" src="https://freight.cargo.site/w/1000/i/116d73300dd5137a57b5c7d9523af6c9d8ee309bddb7701969ae9746e7efe20c/BK.jpg" /> ︎10versaryGRAB <img width="2368" height="2367" width_o="2368" height_o="2367" data-src="https://freight.cargo.site/t/original/i/f92956cfc5aca463a00458b5ddd6aa17ad34de76c07998e3ca21539a2c3d12ff/Grab.jpg" data-mid="214415210" border="0" src="https://freight.cargo.site/w/1000/i/f92956cfc5aca463a00458b5ddd6aa17ad34de76c07998e3ca21539a2c3d12ff/Grab.jpg" /> ︎Cigarette GirlNETFLIX <img width="2368" height="2367" width_o="2368" height_o="2367" data-src="https://freight.cargo.site/t/original/i/4b03b7169262d56928c026b0fc960cec56696204c5119b52ca9ffd0ae2de0905/GK.jpg" data-mid="214415804" border="0" src="https://freight.cargo.site/w/1000/i/4b03b7169262d56928c026b0fc960cec56696204c5119b52ca9ffd0ae2de0905/GK.jpg" /> ︎The Ugly Number MakeoverTELKOMSEL <img width="2368" height="2367" width_o="2368" height_o="2367" data-src="https://freight.cargo.site/t/original/i/8627d1d8e7efa09d9cc3232a26868050628d2008758670da4c319908a42d2cda/UNM.jpg" data-mid="103719952" border="0" src="https://freight.cargo.site/w/1000/i/8627d1d8e7efa09d9cc3232a26868050628d2008758670da4c319908a42d2cda/UNM.jpg" /> ︎Dear DavidNETFLIX<img width="1500" height="2222" width_o="1500" height_o="2222" data-src="https://freight.cargo.site/t/original/i/21ddd43aaeb8ff485910e2d84aefc8d52cad12c1d4ab1f79d18a7b2f942cdd8d/ID_DearDavid_Character_Laras_Vertical_RGB_PRE.jpg" data-mid="214415645" border="0" src="https://freight.cargo.site/w/1000/i/21ddd43aaeb8ff485910e2d84aefc8d52cad12c1d4ab1f79d18a7b2f942cdd8d/ID_DearDavid_Character_Laras_Vertical_RGB_PRE.jpg" /> ︎Where’s the Noodle?!INDOMIE <img width="1400" height="1375" width_o="1400" height_o="1375" data-src="https://freight.cargo.site/t/original/i/097ac77f68ba1d78df98aa542928bdf7e10352a373b98a7df8152bf7d5cfde8d/WTN.jpg" data-mid="103707542" border="0" src="https://freight.cargo.site/w/1000/i/097ac77f68ba1d78df98aa542928bdf7e10352a373b98a7df8152bf7d5cfde8d/WTN.jpg" /> ︎Home AppliancesSAMSUNG <img width="1890" height="1890" width_o="1890" height_o="1890" data-src="https://freight.cargo.site/t/original/i/d8d02be862110c43f752049cfb00dc30e01c4672e41b257fbc8b2e15aa98ec1f/SAMSUNG-EGG.jpg" data-mid="103649526" border="0" src="https://freight.cargo.site/w/1000/i/d8d02be862110c43f752049cfb00dc30e01c4672e41b257fbc8b2e15aa98ec1f/SAMSUNG-EGG.jpg" /> ︎AvatarNETFLIX <img width="3328" height="1862" width_o="3328" height_o="1862" data-src="https://freight.cargo.site/t/original/i/5a81502837ef10aecd2c76d241e456413c28ade105f65e8f9ccb9f293d59df8d/AVA.JPG" data-mid="214415853" border="0" src="https://freight.cargo.site/w/1000/i/5a81502837ef10aecd2c76d241e456413c28ade105f65e8f9ccb9f293d59df8d/AVA.JPG" /> ︎More Works HereETC<img width="2000" height="2000" width_o="2000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/719bb8e291e33868beb4c9477d351d9b397a922668dbefd61d54e318cea04825/More-Works.jpg" data-mid="214415980" border="0" src="https://freight.cargo.site/w/1000/i/719bb8e291e33868beb4c9477d351d9b397a922668dbefd61d54e318cea04825/More-Works.jpg" /> https://kahixu.com/Black-Knight Wed, 10 Jul 2024 09:00:22 +0000 Kahi Xu https://kahixu.com/Black-Knight &nbsp; <img width="3000" height="2121" width_o="3000" height_o="2121" data-src="https://freight.cargo.site/t/original/i/3fcd72bf84341437369852208f2fefb6c443d6ce1ad6ac32879af6de1301e5c3/UNMASK-YOUR-BOARD.jpg" data-mid="214417308" border="0" src="https://freight.cargo.site/w/1000/i/3fcd72bf84341437369852208f2fefb6c443d6ce1ad6ac32879af6de1301e5c3/UNMASK-YOUR-BOARD.jpg" /> To market Netflix’s Black Knight, a show about an apocalyptic polluted future, we created a smart OOH that was connected to Jakarta’s pollution index. If the air quality was good, we unmasked the star, Kim Woo-bin. Bad air? He remained masked. This single execution drove a tonne of conversations about the show's main theme, from fans, news coverage, the Indonesian government and Kim Woo-bin himself. 2 Bronze, Adfest 2024.2 Silver &amp; 2 Bronze, Citra Pariwara 2023. https://kahixu.com/10versary Wed, 10 Jul 2024 16:06:58 +0000 Kahi Xu https://kahixu.com/10versary <img width="1276" height="1712" width_o="1276" height_o="1712" data-src="https://freight.cargo.site/t/original/i/8cfd25b696eef9f9a0c491d89e06df8dd30e0847ee3df647cd50e0fb1fe211b5/006-copy.jpg" data-mid="214441378" border="0" src="https://freight.cargo.site/w/1000/i/8cfd25b696eef9f9a0c491d89e06df8dd30e0847ee3df647cd50e0fb1fe211b5/006-copy.jpg" /><img width="2488" height="1276" width_o="2488" height_o="1276" data-src="https://freight.cargo.site/t/original/i/69c704a97a52fea15785d5a5c9681741457bc9b9bfbf3ca791a66c7fff734e0c/008-copy.jpg" data-mid="214441380" border="0" src="https://freight.cargo.site/w/1000/i/69c704a97a52fea15785d5a5c9681741457bc9b9bfbf3ca791a66c7fff734e0c/008-copy.jpg" /> <img width="2250" height="4000" width_o="2250" height_o="4000" data-src="https://freight.cargo.site/t/original/i/16e4e5038b28da9cbf42ef815a859fa5c76fbf41603edae4896ccd532d04c89e/Tactical_GrabPay_vertical.jpg" data-mid="214441544" border="0" src="https://freight.cargo.site/w/1000/i/16e4e5038b28da9cbf42ef815a859fa5c76fbf41603edae4896ccd532d04c89e/Tactical_GrabPay_vertical.jpg" /> <img width="2250" height="4000" width_o="2250" height_o="4000" data-src="https://freight.cargo.site/t/original/i/d2e439fea8832278c97ad14b574df3cdca457ae5fc3f73f0bc27c7552483a35e/02_GrabFood_Vertical-copy.jpg" data-mid="214441540" border="0" src="https://freight.cargo.site/w/1000/i/d2e439fea8832278c97ad14b574df3cdca457ae5fc3f73f0bc27c7552483a35e/02_GrabFood_Vertical-copy.jpg" /> <img width="1276" height="1712" width_o="1276" height_o="1712" data-src="https://freight.cargo.site/t/original/i/04e1cf904f6fb00f11de68959e72858b8d135552e9fd62d278b95f018169f94c/006x-copy.jpg" data-mid="214441379" border="0" src="https://freight.cargo.site/w/1000/i/04e1cf904f6fb00f11de68959e72858b8d135552e9fd62d278b95f018169f94c/006x-copy.jpg" /><img width="2488" height="1276" width_o="2488" height_o="1276" data-src="https://freight.cargo.site/t/original/i/63433f5e6658224c174ec02c0c978200cdae169172777eb3f1292d5e83e213c1/Thematic02.jpg" data-mid="214441382" border="0" src="https://freight.cargo.site/w/1000/i/63433f5e6658224c174ec02c0c978200cdae169172777eb3f1292d5e83e213c1/Thematic02.jpg" /> <img width="2250" height="4000" width_o="2250" height_o="4000" data-src="https://freight.cargo.site/t/original/i/c552fd25cf33403ed06ac381f83dca823b9b84af7189aee2fc6bd9e8365a0858/Tactical_GrabMart_vertical.jpg" data-mid="214441791" border="0" src="https://freight.cargo.site/w/1000/i/c552fd25cf33403ed06ac381f83dca823b9b84af7189aee2fc6bd9e8365a0858/Tactical_GrabMart_vertical.jpg" /> <img width="2250" height="4000" width_o="2250" height_o="4000" data-src="https://freight.cargo.site/t/original/i/75bc842b5f84b8cea20fe8629a9ba7f8f2d09079fdf5911b04d37bc4fb00d7e2/Tactical-_Grabexpress_vertical.jpg" data-mid="214441789" border="0" src="https://freight.cargo.site/w/1000/i/75bc842b5f84b8cea20fe8629a9ba7f8f2d09079fdf5911b04d37bc4fb00d7e2/Tactical-_Grabexpress_vertical.jpg" /> For Grab’s 10th year anniversary, we took consumers on Grab’s journey, recognising its successes, but also the challenges that drove them. The campaign took shape with a film to commemorate Grab’s journey, localised for all 8 markets in SEA and extended to tactical promos run via the Grab app, a tribute to Grab’s partners (merchants, riders, etc) took to social, and an on-ground activation, all tied together by two ‘freedom’ lines that were inspired by the Grab logo. https://kahixu.com/Cigarette-Girl Wed, 10 Jul 2024 16:32:12 +0000 Kahi Xu https://kahixu.com/Cigarette-Girl <img width="1600" height="900" width_o="1600" height_o="900" data-src="https://freight.cargo.site/t/original/i/977e0d709d3ee3acff6f7ca9f53da120aaecb1e79e6a46bcf25d293dacc22d5d/Mbloc.jpg" data-mid="214442742" border="0" src="https://freight.cargo.site/w/1000/i/977e0d709d3ee3acff6f7ca9f53da120aaecb1e79e6a46bcf25d293dacc22d5d/Mbloc.jpg" /> For the launch of the first Netflix Indonesia Original Series, Gadis Kretek, we wanted to excite audience by letting them experience the rich world of Gadis Kretek online and offline, through digital content, offline activation &amp; premiere event.&nbsp; We also partnered up with Janji Jiwa and created a special Gadis Kretek menu, where fans can sip and taste unique drinks crafted by the Gadis Kretek. https://kahixu.com/The-Ugly-Number-Makeover Sun, 28 Mar 2021 11:17:42 +0000 Kahi Xu https://kahixu.com/The-Ugly-Number-Makeover <img width="4000" height="2667" width_o="4000" height_o="2667" data-src="https://freight.cargo.site/t/original/i/8371d53a471c2b7bd1e31d06ae0a028b860c3c6b80eec87e4f4e234875c33fb9/001-Tsel-00.jpg" data-mid="103718291" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/8371d53a471c2b7bd1e31d06ae0a028b860c3c6b80eec87e4f4e234875c33fb9/001-Tsel-00.jpg" /> When it comes to mobile number, the good numbers sell faster even though more pricey. While the ugly numbers are often left undesired and unsold. How can we change this? Humans have the tendency to seek meanings in everything. So, using phonewords we uncovered some meanings even in ugly numbers and reframed them as good numbers. The newly found numbers were given a one-of-a-kind packaging and re-released in stores. Digital videos and posters helped spread some love. And with a little makeover, people finally got to see the beauty in ugly numbers. 3 Bronze, Citra Pariwara 2020. https://kahixu.com/Dear-David Wed, 10 Jul 2024 16:57:30 +0000 Kahi Xu https://kahixu.com/Dear-David <img width="1500" height="2222" width_o="1500" height_o="2222" data-src="https://freight.cargo.site/t/original/i/b4511c8825484243960e217ef5b8be8778948a8b4ed0c8007c6c6536530843d7/ID_DearDavid_Character_Laras_Vertical_RGB_PRE.jpg" data-mid="214446344" border="0" src="https://freight.cargo.site/w/1000/i/b4511c8825484243960e217ef5b8be8778948a8b4ed0c8007c6c6536530843d7/ID_DearDavid_Character_Laras_Vertical_RGB_PRE.jpg" /> <img width="1500" height="2222" width_o="1500" height_o="2222" data-src="https://freight.cargo.site/t/original/i/07426ad168fc3520e3c116a8e63f17199775e85ee2422b83c26a89449293f98b/ID_DearDavid_Character_David_Vertical_RGB_PRE.jpg" data-mid="214446342" border="0" src="https://freight.cargo.site/w/1000/i/07426ad168fc3520e3c116a8e63f17199775e85ee2422b83c26a89449293f98b/ID_DearDavid_Character_David_Vertical_RGB_PRE.jpg" /> <img width="1500" height="2222" width_o="1500" height_o="2222" data-src="https://freight.cargo.site/t/original/i/d5793a5d5f3e29c8aaabb11ff711aa5cbdbb94d2101b4fa15e8d250b6c3c7918/ID_DearDavid_Character_Dilla_Vertical_RGB_PRE.jpg" data-mid="214446343" border="0" src="https://freight.cargo.site/w/1000/i/d5793a5d5f3e29c8aaabb11ff711aa5cbdbb94d2101b4fa15e8d250b6c3c7918/ID_DearDavid_Character_Dilla_Vertical_RGB_PRE.jpg" /> Dear David is a film about 3 teenagers struggling to embrace their own secrets. We created a series of character key arts that depicted the secret side of each character hidden behind their facades.&nbsp; https://kahixu.com/Where-s-The-Noodle Sun, 28 Mar 2021 11:17:43 +0000 Kahi Xu https://kahixu.com/Where-s-The-Noodle Ramadan is a challenging time for the food product category, even for Indomie, the number one instant noodle brand in Indonesia. Food display is limited to appease fasting Muslims and naturally food is the last thing in people’s minds. So how can Indomie build presence during this momentum? By tapping into a unique culture that only happens during Ramadan: Covering food display. Inspired to also pay respect, Indomie created a special pack where its noodles have been replaced with a picture of an empty plate. It also hid the food in its ads depending on before or after fasting hours. 6 Bronze, Citra Pariwara 2020. https://kahixu.com/Home-Appliances Sun, 28 Mar 2021 11:17:43 +0000 Kahi Xu https://kahixu.com/Home-Appliances <img width="1400" height="1300" width_o="1400" height_o="1300" data-src="https://freight.cargo.site/t/original/i/3bd5ca3d793748ac0306ce16a39d8c087fd6d73a75419312a2923729d5ad46e5/SAMSUNG-GOODBOY.jpg" data-mid="103725861" border="0" data-no-zoom="true" src="https://freight.cargo.site/w/1000/i/3bd5ca3d793748ac0306ce16a39d8c087fd6d73a75419312a2923729d5ad46e5/SAMSUNG-GOODBOY.jpg" /> <img width="1400" height="1300" width_o="1400" height_o="1300" data-src="https://freight.cargo.site/t/original/i/caf06cb097284c3a1200fc5798f299d3b7f8198076ef00c9b9207d6b59124151/SAMSUNG-FETCH.jpg" data-mid="103725857" border="0" data-no-zoom="true" src="https://freight.cargo.site/w/1000/i/caf06cb097284c3a1200fc5798f299d3b7f8198076ef00c9b9207d6b59124151/SAMSUNG-FETCH.jpg" /> <img width="1400" height="1300" width_o="1400" height_o="1300" data-src="https://freight.cargo.site/t/original/i/0802158e4f9d839468d9be54a784fb48ea856780ed2f7533e95779eb5bd89e55/SAMSUNG-CATCH.jpg" data-mid="103725856" border="0" data-no-zoom="true" src="https://freight.cargo.site/w/1000/i/0802158e4f9d839468d9be54a784fb48ea856780ed2f7533e95779eb5bd89e55/SAMSUNG-CATCH.jpg" /> <img width="1400" height="1243" width_o="1400" height_o="1243" data-src="https://freight.cargo.site/t/original/i/1a933643a8c629f0c2b2aa7849a82fbd8e9fc6e18ff7e6953254d4ec5db86d45/SAMSUNG-FRIDGE-olive.jpg" data-mid="103725860" border="0" data-no-zoom="true" src="https://freight.cargo.site/w/1000/i/1a933643a8c629f0c2b2aa7849a82fbd8e9fc6e18ff7e6953254d4ec5db86d45/SAMSUNG-FRIDGE-olive.jpg" /> <img width="1500" height="1040" width_o="1500" height_o="1040" data-src="https://freight.cargo.site/t/original/i/0ee14090d1e23c368a509fffab327aa3e3810935a7c877b663d665ed054ce9b9/SAMSUNG-FRIDGE-egg.jpg" data-mid="103725858" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/0ee14090d1e23c368a509fffab327aa3e3810935a7c877b663d665ed054ce9b9/SAMSUNG-FRIDGE-egg.jpg" /> <img width="1500" height="1040" width_o="1500" height_o="1040" data-src="https://freight.cargo.site/t/original/i/5e28de583e02e2fad710a8dcdd34d0cc0a73b8f9134b1e449f22b6a28d1478a7/SAMSUNG-FRIDGE-milk.jpg" data-mid="103725859" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/5e28de583e02e2fad710a8dcdd34d0cc0a73b8f9134b1e449f22b6a28d1478a7/SAMSUNG-FRIDGE-milk.jpg" />A print campaign for Samsung PowerBot that draws parallels between an automated vacuum cleaner and a smart dog, in order to shift people's perception about advance technology that is deemed to complex, difficult to operate and unfriendly. The other print campaign is for Samsung Refrigerator with Twin Cooling Plus Technology that preserves food for longer and minimizes food wastage. The minimalistic visual intrigues readers to pay closer attention to the food and its prolonged expiration date. https://kahixu.com/Avatar Wed, 10 Jul 2024 17:08:50 +0000 Kahi Xu https://kahixu.com/Avatar Nearing the launch of Avatar: The Last Air Bender on Netflix, Indo netizens reimagined the cast if they were Indonesians. Inspired by the fan casting behavior, we created an ad which starred Indo influencers whose content could be associated with an element. We also collaborated with an unlikely media: a news channel. The ad was packaged as a breaking news about a boy found in an iceberg. The host then absurdly went on to explain about the avatar and his powers using green screen and amateur vfx. https://kahixu.com/Panoramie Wed, 31 Mar 2021 11:06:55 +0000 Kahi Xu https://kahixu.com/Panoramie <img width="4934" height="2768" width_o="4934" height_o="2768" data-src="https://freight.cargo.site/t/original/i/9fb91bb8b3622729d256f10fcc595f16ab70e850d0acd1611ce8fa7fa25a14da/Screen-Shot-2021-03-30-at-15.01.57.JPG" data-mid="103828627" border="0" data-no-zoom="true" src="https://freight.cargo.site/w/1000/i/9fb91bb8b3622729d256f10fcc595f16ab70e850d0acd1611ce8fa7fa25a14da/Screen-Shot-2021-03-30-at-15.01.57.JPG" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/ef5ab6de2f91b953174395713cf553800bd78e805da1bdb2aa29146f63504d5a/vlcsnap-2021-03-31-17h06m09s626.png" data-mid="103828610" border="0" data-no-zoom="true" src="https://freight.cargo.site/w/1000/i/ef5ab6de2f91b953174395713cf553800bd78e805da1bdb2aa29146f63504d5a/vlcsnap-2021-03-31-17h06m09s626.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/191b6d2d91e358e3af55b4541a286966f14911d4bbb2d9021589d4ebd72261b9/vlcsnap-2021-03-31-17h06m09s626x.png" data-mid="103828611" border="0" data-no-zoom="true" src="https://freight.cargo.site/w/1000/i/191b6d2d91e358e3af55b4541a286966f14911d4bbb2d9021589d4ebd72261b9/vlcsnap-2021-03-31-17h06m09s626x.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/03abf1a21936089e99ff0c0f988673a12a733ca7f120a8cca222d8d9d9d3ef11/vlcsnap-2021-03-31-17h06m32s795.png" data-mid="103828612" border="0" data-no-zoom="true" src="https://freight.cargo.site/w/1000/i/03abf1a21936089e99ff0c0f988673a12a733ca7f120a8cca222d8d9d9d3ef11/vlcsnap-2021-03-31-17h06m32s795.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/2c6bd3b7f5f2b944933c0e2437e66293e419588ba9fa3010479ece2783a1b56d/vlcsnap-2021-03-31-17h06m36s630.png" data-mid="103828613" border="0" data-no-zoom="true" src="https://freight.cargo.site/w/1000/i/2c6bd3b7f5f2b944933c0e2437e66293e419588ba9fa3010479ece2783a1b56d/vlcsnap-2021-03-31-17h06m36s630.png" /> The brief was to strengthen Indomie's soup category as the ultimate comfort food, as opposed to the fried category that makes you feel spirited or full of vigor. So we decided to show the ultimate comforting/relaxing views, not with real views though, we do it with the product instead. Drawing parallels between a scene like sunset, sea, breeze, waves, with the noodle itself to get that super-relaxed-cozy feel. Resulting in a highly appetizing yet comforting TV spot.