Zainudin in IISIP students visit to Fortune Indonesia

Creativity is absolutely essential in the creation of an ad.  But, of course it is not the only ‘ingredient’. A series of process must be undertaken, from the beginning to the execution of the ad. To students of Communication Studies majoring in Advertising at Institute of Social and Political Sciences (IISIP) Jakarta, Zainudin, Creative Director Associate of Fortune Indonesia, explained that the process is similar to painting on canvas. In what way are they similar?

The process of creating an ad begins with managing ideas generated from a team discussion, referring to the brief provided by the client. In creative world, this process is known as brainstorming.  At this stage, all ideas are collected, sorted and then developed.  “The ideas can be taken from anywhere such as from the internet, books, personal or other person’s experiences, interesting quotes, and many more,” said Didin, Zainudin’s nickname, in the visit held on July 3, 2013.

In the event located in Agus Salim room in Gedung Galaktika, Didin, who joins the Pegasus team, gave a case example of a fasting-themed commercial of one of Fortune’s clients.  “For the fasting ad, the client’s brief that we received was quite short. The theme is free, touching, about fasting, Eid, and not involving children.  Confusing, isn’t it?” said Didin and the participants burst into laughter.

Then, the discussion for ideas on the brief began. Initially, there were a lot of story concepts. Since the client asked each agency to provide only two story concepts, the ideas generated during the brainstorming process should be selectively eliminated to pave the way for a successful pitching. “For us, pitching aka presentation of creative concepts before the client is like a beauty contest. Agencies participating in the pitching were contestants who should get the attention of the jury. Once, we even deliberately presented Reza Artamevia in a pitching that we participated in, “said Didin who was also accompanied by Hany Nurahmawati as Marketing Communications Manager of Fortune Indonesia.

For the fasting ad project, Didin’s team finally chose the concept that highlighted a mother’s love for her child. To the visiting participants, Didin played their ad that was ready to air. “This new ad will be aired on television on July 6. So, you are the first ones to watch it, “said Didin and all participants broke into roaring applause. To enhance their understanding, the pitching version of the ad was played as well.

Once the ad concept created by Didin’s team was selected by the client over those of other agencies, then the execution was done together with the production house team starting from the shooting to the editing.  “Subsequently, the finalized ad will be distributed to the appropriate media by our media placement team,” said Didin.  “Hence, creating an ad is like painting on a canvas. Out of nothing, we select the ideas that have matching and harmonious colors until we eventually make a fine painting alias desired ad,” said Didin.

Before closing the material, Didin shared some tips.  “Start doing a lot of observation on any thing around you, not only on ad. Observe every detail that pops up and learn it. From what you have perceived and observed, ideas that can affect the outcome of your work will emerge, “he said.

What was delivered by Didin apparently ignited the spirit of the participants. It was seen from a number of hands raised to ask questions in the question and answer session. They were so enthusiastic because the material from Fortune Indonesia team managed to provide them with new insights.  “It was really great to join this event. The explanation given was really detailed and the television commercials played made us get a thorough comprehension. This is what we do not get in campus learning. Thank you, Fortune.  It makes me feel more enthusiastic to pursue the world of advertising,” said Firman, chairman of Student Advertising Organization (HIMA) of IISIP.

Hany, who was present at the event to introduce Fortune Indonesia, also felt happy. “From here, hopefully their insight into the world of work could open and is not limited to campus life only.  Although many things can be traced via the Internet, but there are things that must be observed and learned on the spot, “said Hany.