My conviction
The inferior product wins more often than it should. Understanding why is the actual job.
I’ve spent twenty years watching objectively worse products beat better ones. The difference is almost never in the product. It’s in how the choice is framed, what the buyer is actually deciding, and what the brand understands about how people behave. Everything I do starts there.
Selected work
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01
2014-2016
Bear Brand 365 Alasan
The Problem: Every Bear Brand drinker holds one private, inherited reason to open the can, and one reason means one drinking moment. The brand needed more moments, but its own policy barred it from owning any digital channel to ask from.
The Solution: #365Alasan made inheritance the mechanic: real drinkers published their own reasons as handwritten notes, more than 200 KOLs and communities carried them, and every published reason became one somebody else could borrow.
The Impact: Indonesia sent 14,000 submissions, around 8,000 of them reasons nobody else had given. The campaign asked for 365 reasons a year and got 8,000.
8,000
Unique Reasons
UGC Campaign
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02
2024
Chitato Lite
Ayam Bawang
The Problem: A competitor launched a cheaper Ayam Bawang copy, and doubt crept in: was the original still worth paying for?
The Solution: “Beneran Rasanya Bener-Bener Sama,” backed by the real Indomie collaboration a copy couldn’t borrow, spread through KOLs and nostalgic content, then proven at a Warmindo roadshow.
The Impact: Sales 487% above initial target, 69M+ impressions, and 57% Instagram engagement, 104% above benchmark.
+487%
Sales vs target
Integrated Launch Campaign
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03
2018
La Fonte
Pasta Bisa
The Problem: Pasta lived in Indonesian kitchens as a special-occasion dish, expensive and unfamiliar for everyday cooking, so moms rarely bought it.
The Solution: “Pasta Bisa,” pasta you can cook with everyday local ingredients. We handed the campaign to moms, who posted 22,000+ of their own local recipes with #pastabisa.
The Impact: Sales up 38%, and purchase frequency from once every two months to once every five weeks.
38%
Sales uplift
Integrated Campaign
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Writing
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Why is canceling a subscription so hard? Inside the dark patterns, the SiriusXM case, and the failed click-to-cancel rule, and… Read more.
11–16 minutes
Where I can help
Communication Strategy
One project
Business problem, Consumer truth, One idea to act on
Copywriting
Per piece
Ad copy, Scripts, Brand voice
Creative Direction
Per campaign
Concept, Art direction, Production
Framework and Handbook
Built once
Written playbook, Not a template, Built for your team
F.A.Q.
How do we start?
Fill in the form below with what you need. I’ll tell you honestly whether it’s a fit before we go further.
How much does this cost?
Depends on the service and the scope. A one-off piece of copywriting is a different conversation than a full campaign. I’ll give you a number once I know what you actually need.
Is this separate from Brave & Company?
Yes. Brave & Company is the agency I co-founded. This is me, working solo, on projects that don’t need a full agency behind them.
How fast can you turn things around?
Depends on which service. Copy and creative direction move faster than a framework build. I’ll give you a real timeline after the first conversation, not before.
What won’t you work on?
Alcohol, tobacco, and interest-based banking. Not negotiable, whatever the budget.