Portfolio 2020

f t o r l i o o P

Nethania Selly

Photographer - Graphic Designer

ly

S

nsellysetiawan2007@gmail.com

et

el

Al l A

r

N

u t He o b

hania

S

@nethaniaselly_ 081390827467 Tegal, 20 July 1999 Kyai Haji Syahdan 16, Palmerah, West Jakarta

Hi, my name is Nethania Selly Setiawan, born in Tegal on 20th July 1999. I consider myself to be a hard worker, friendly and reliable person. I have creative and innovative ideas, which have high motivation to improve my skill. I’m currently in my third year of studying Advertising at BINUS University. I have excellent team work and communication skills, which enables me to effectively work and communicate with a wide range of people. My greatest passion in life is making new perspective through my lens and design.

Nethania Selly

lio

Nethania Selly

o

f b We

Educ

Karangturi Junior High School

at

Semarang 2011 - 2014

i o n Ed

Karangturi Senior High School Semarang 2014 - 2017

BINUS University

uc

atio

Expe

r

School of Design Creative Advertising 2017 - Present

ien

ce E x

Intern 2020 Jr. Art Director / Graphic Designer Hakuhodo Indonesia

Ceko Photography Exhibition Photography Exhibition 2018

JFW 2020 Runaway & Backstage Photographer XY.Official & BINUS Northumbria SOD

BSSC BINUS Square Student Committee Magazine and Social Division 2017 - 2019

SHINE (BSSC) Executive Committee (Secretary) 2019

The Hunchback Of Notredame Costume and Backstage Manager 2017

BSSC WONDER Coordinator of Publication & Documentation

Student Council Treasurer 2014 - 2016

2018

pe

rie

Co

t n e nt

06 22 25 28 Airy Honda Cannes

INITIATIVE

Lions

Rooms

30 38 42 44 INITIATIVE ii

kOMPAS

HondA Fashion Photography

Digital

Advertising Campaign Project

Sept ‘19

Art Directing #AlwaysNew Campaign

Prod u

rofi le P ct Brand Statement: Airy Rooms is an Accomodation Network Orchestrator (ANO) who partnered with the best budget hotels throughout Indonesia. Supported by the latest technology, they provide the best stay experience with an affordable price.

Unique Selling Proposition: Airy Rooms are budget hotels that always provide users with a "new" (clean and comfortable) experience.

Background Problem

People always doubting about budget hotels, because they are not guaranteed the cleanliness and comfort of the hotel facilities.

Mind Set & Misstrust

Changing women's perception of ‘clean budget hotels’ standards for budget hotels, by slipping issues related to lifestyle that is a trend that is "Staycation" at budget hotels with friends.

What To Say

Airy Rooms is a budget hotel that provides an affordable price and has hygiene standards for young women aged 19-22 years, thus providing comfort and best services at Airy Rooms.

Key Message Presenting a visual "Wrapped Hotel Stuff" as a sign that the items are always clean as new because neatly wrapped in clear plastic, such items as pillows, beds, towels and blankets.

Audien

ofile r P ce

I

ht g i ns “I Insight always

Br a

disappointed when staying at budget hotels because they offered room that does not match with the picture on the application”

Belief s ’ nd Airy Rooms is a budget hotel that maintains the cleanliness and comfort of it’s users.

dea I g i B Changing

perceptions & giving trust to young women who like traveling that budget hotel isn't always dirty, Airy Rooms comes with the best facilities and cleanliness by providing a visual "Plastic Wrapped Bedroom" campaign as a sign that things in the room are always as clean as new. #AlwaysNew will be the perfect communication campaign direction.

VISUAL APPROACH BOARD

t

bien

t Sketches & Thumbnails rd boa

va Acti Ide

Am ion &

Bill

e uTub

Yo TVC

t

ake nM

ga can Ran

So

ign

mpa

Ca cial

Sketches

Unbrand

n

ampaig C ed

Unbranded Campaign theme

#StaycationTanpaDrama.

This theme was taken because it’s very suitable with our teenager culture in Indonesia "Drama Menginap�

Budget hotels are usually doubting because people always underestimate the facility, comfort level and price.

Narrowed to "Perception of women about comfort and cleanliness of budget hotel "

P

K e OL l i f ro Name: Anggey Anggraini Date of Birth: Jakarta, August 12 1991 Age: 29 y.o Job: Traveler & Blogger

Name: Melody Amadea Date of Birth: Semarang, 1997 Age: 23 y.o Job: Freelancer Fashion Photographer

Anggey is a female traveler in Indonesia who likes to share her stories and traveling trips through social media, including Instagram and her website, Anggey is one of the trusted sources for travelers, her photos, videos, and storytelling skills can persuade others only by looking her photos or videos.

Melody is an influencer who is friendly, smart and easy going. She travels frequently, and social media is her platform to tells her travel stories. Melody also has a YouTube channel that she runs with her boyfriend, Daniel. Melody is one of the most frequent influencers traveling, both in Indonesia and abroad.

Instagram Story - Posted by KOL / Influencer @Melodyamadeas

Concept: Create a question and story session on Melody’s Instagram Story about “Staycation Experience” to attract Melody's enthusiast followers, then followers can answer by replying to the box in instagram story.

Instagram Post - Posted by KOL / Influencer @Melodyamadeas

HO TEL

Standarnya, fasilitas tiap kamar punya telepon, handuk bersih, sandal, dan perlengkapan mandi. Tapi, tidak semua hotel melengkapi kamarnya dengan televisi, kulkas kecil, atau pengering rambut. Jadi, lakukan riset terlebih dahulu untuk mencari tahu apakah fasilitas yang diberikan sesuai dengan kebutuhanmu, biar kamu tidak kecewa nantinya.

Ketika kita hendak berlibur, kita harus menentukan tujuan berlibur kita, sehingga tempat penginapan yang akan dituju sesuai dengan tujuan utama kita. Jika kita hanya ingin berlibur santai di kamar hotel bersama kolega atau sahabat, kita dapat memilih hotel dengan fasilitas baik harga terjangkau, jika berlibur bersama keluarga, bisa memilih hotel yang memiliki kamar hotel yang berukuran keluarga dan tentunya lebih nyaman.

Wonderful experience!

Di era yang serba online, sudah banyak situs web yang bisa diandalkan untuk mendapatkan review tentang hotel yang akan ditempati. Ulasan yang mendasar seperti fasilitas, kebersihan, serta pelayanan staf hotel bisa kamu cari tahu lewat situs-situs web.

Dengan mencari tahu terlebih dahulu, akan membuat semakin yakin dalam memilih kamar hotel yang layak dan sesuai dengan kebutuhan.

Tips & Tricks about choosing hotels or budget hotels

@Her_journeys

Simple Instagram posting about Jakarta and things that you might want to visit in Jakarta

Instagram Story - Posted by KOL / Influencer @Melodyamadeas

Simple maps game to engage people attention

Instagram TV

Make a special content on Instagram TV like “How To Clean Up Bed” or “How To Clean Up” etc (Content that still related with staycation)

Instagram Filter - Promoted by KOL / Influencer

Instagram GIF

Key Visual

Ambient #AlwaysNew on Supermarket Location : Supermarket

Placing the #AlwaysNew dummy campaign near fresh meat, fruit and vegetables that has the similar packaging in the supermarket, aims to make people know that Airy Rooms are new, fresh, clean and always neatly sealed.

Activation #AlwaysNew on Train Location : On train station

Using KAI as a media spreading the #AlwaysNew campaign, by providing clean pillows covered with plastic will inform people that Airy Rooms always keep clean like new.

Rest In Box Location: Inside Soekarno Hatta Airport

Billboard (OOH)

Providing bedrooms for people to rest or transit at the airport, so people can try and feel the amenities of Airy Rooms rooms directly

Spotify Playlist Make a Spotify Playlist that curated by the KOL/influencer, so people can enjoy their staycation while listening the playlist that KOL suggested.

YouTube Social Experiment Make an social experiment to see “how they react” by inviting random people to stay in dirty hotels and at the end giving out voucher to stay in Airy Rooms.

Mood will be like ‘Uang Kaget’ on TV Show.

Stillomatic

Initiative Honda Gratitude Campaign One Heart & 1000 Hopes May ‘20

Art Directing

Initiative Campaign

Creative Team Hakuhodo Indonesia: Fauke Bramantyo - Creative Director Dian Pratiwi - Copy Writer Satya Farma - Graphic Designer

Felicia Andriani - Intern Art Director / GD Nethania Selly - Intern Art Director / GD

Problem During this crisis, most of the health workers and police officers who stands as the front liner can’t leave their post behin d. We have seen their devotion, dedication and sacrifice to keep all of us safe and cut off the virus chain.

Objective Honda wants to express their big gratitude and appreciation to those people in the front line especially the health workers. Hopefully this can give the front liners more power to stay positive and keep fighting as one heart.

Target Audience All health workers who handle Covid-19 cases in Indonesia

Campaign Theme One Heart & 1000 Hopes

Big Idea Honda will invite people to join the online movement of showing gratitude and appreciation messages on the template and special One Heart with Health Worker stickers through Instagram.

We will show the messages live on a TV placed on the medical staff room.

When the numbers of the submission hits 1000, we will play a special song sung by Honda employees dedicated to the health worker.

Example

Cannes Lions Online 2020 May ‘20

Ideation

Initiative Campaign

Creative Team Hakuhodo Indonesia: Ahmad Ridwan Fitri - Creative Director Edi Nurcahyo - Senior Copy Writer Galih Arumsari - Copy Writer

Reza Fahrizal - Graphic Designer Nethania Selly - Intern Art Director / GD

20

Ca

Lions s e nn 0 O nl 2 in e

Background Problem Creativity is more important than ever before, but it’s not easy to be creative under confines like the ones we face today. We’re celebrating creativity and to inspire people to believe that in this situation, to stay nurturing and unleashing of creativity.

Target Audience All creative workers who lost their interest during this pandemic.

Campaign Theme Creative Goodness Contagion

Objective Campaign Sometimes being creative is not enough when only you’re trying to be creative, we need people around us to gather the creativity for doing something good.

Ideation We inspire people to “infecting” others to stay creative and productive. It’s like a tips or clues on how to make everyone become creative. This idea will execute like an infographic using wayang (traditional puppets) to make it more interesting and also entertaining.

Message With creativity, you can do good deeds that is contagious to one person to another.

Execution Reference Video

Using traditional art form of Indonesia, Wayang (puppets) to tell story about creative goodness contagion

Covid-19 Initiative Apr ‘20

Ideation

Initiative Campaign

Creative Team Hakuhodo Indonesia: Ahmad Ridwan Fitri - Creative Director Edi Nurcahyo - Senior Copy Writer Galih Arumsari - Copy Writer

Reza Fahrizal - Graphic Designer Nethania Selly - Intern Art Director / GD

he

Kee

r

a t s nce i D p St t e a y To g

Background Breakfasting in Ramadan has become a tradition for everyone. However, in these pandemi conditions, it is not possible if we gather with friends or family during breakfasting time.

Problem Many people during fasting will feel empty, bored and different from previous years, because we can’t gather to sahur and buka puasa with friends and big family.

Idea Virtual Masterchef. Challenge your family and friends to cook one same menu in a limited amount of time.

Execution 1. Choose one menu for Sahur and Buka Puasa and challenge your family and friends to cook it 2. Using video call, start the cooking together with Omela from FF and set the time limitation, 3. When sahur and buka puasa, show the group your food! Lets see if anyone nail it or not.

Client Frisian Flag - Omela - The rich ingredient to make your own fancy dish

Covid-19 Initiative 2 Visually Impaired People Campaign Apr ‘20

Ideation

Initiative Campaign

Creative Team Hakuhodo Indonesia: Ahmad Ridwan Fitri - Creative Director Edi Nurcahyo - Senior Copy Writer Galih Arumsari - Copy Writer

Reza Fahrizal - Graphic Designer Nethania Selly - Intern Art Director / GD

Bra il

Background

t Ki

tarter S le

In this pandemic situation almost every single human being is affected. restriction, limitation, and distancing are becoming the new normal. If we’re struggling, we could only imagine what does our disabled fellow are going through.

Therefore this initiative project are focused for disabled people who needed our help to ease up their burden during the pandemic situation.

Target Audience - Visually impaired disability.

- People who stayed in panti / foster home (but not limited to) - Work informally or doesn’t work at all - Lower SES

Problem Knowledge about Covid-19 has an impact on public health, and prevention protocols are ignored by the visually impaired disability.

Insight Lack of information has made visually impaired disability less sensitive and understanding about what happen in the past 3 months.

Idea Make a special starter kit for the visually impaired disability, including hand washing soap, hand sanitizer, tissue, and a manual book for self-quarantine during the outbreak.

Execution

*S

e rc ou

e

gl

oo

g

g Exa mp

by

G

Pa c k a

in

le

Distribute braille starter kit to several visual impairments shelters. The packaging will be printed in braille, and a guidebook containing special information that can be done for visually impaired people.

Bra il

Background

t Ki

tarter S le

In this pandemic situation almost every single human being is affected. restriction, limitation, and distancing are becoming the new normal. If we’re struggling, we could only imagine what does our disabled fellow are going through.

Therefore this initiative project are focused for disabled people who needed our help to ease up their burden during the pandemic situation.

Target Audience - Visually impaired disability.

- People who stayed in panti / foster home (but not limited to) - Work informally or doesn’t work at all - Lower SES

Problem Knowledge about Covid-19 has an impact on public health, and prevention protocols are ignored by the visually impaired disability.

Insight Lack of information has made visually impaired disability less sensitive and understanding about what happen in the past 3 months.

Laska r

ta

tama a M

Background Problem In this visual era, many blind friends face limitations in optimizing their activities. What's more, this pandemic period forces us to do physical restrictions for our goods.

Objective There are many ways to help others, not only by donations of money and goods, but by giving extra time and share our capability to help them.

We would like to invite visually impaired friends to share their experiences.

Idea Hakuhodo Indonesia x Bravo introduces Laskar MataMata project.

An act of togetherness to help the visually impaired.

Laskar Matamata here is a voluntary Laskar who becomes a vision for the visually impaired. Laskar Matamata not only helps, but also provides more benefits for the visually impaired through collaboration with Be My Eyes application.

Socialization Inviting public to actively help the visually impaired people as volunteers in the midst of the Covid-19 outbreak. It is hoped that we can help more their daily lives activity.

Key Visual

Visual Ideation by: Ahmad Ridwan Fitri Retouch by: Reza Fahrizal & Nethania Selly

nteers u l o V Online Class for Volunteers Make a large online seminar for volunteers and training is given by the visual impaired shelter supervisor.

E-Certificate & Verified Account After completing the module, volunteers will receive an e-certificate indicating they are trained volunteers to guide the blind.

Sharing Experience We invite Laskar Matamata volunteers to share their experiences. Stories will be written on our website, or social media. We also provide an instagram story template so that they can invite people to become volunteers for Laskar Matamata.

Vis

d re

m I pa y l l i a u

Online Training We will collaboration with BRAVO to distribute training invitations at Zoom. Invitations can also be distributed via the WhatsApp, a group they used to exchange information.

Promotion & Socialization We use a sound as a experience ambience to find out the benefits become Laskar Matamata by Be My Eyes Application.

Ramadhan Kompas May ‘20

Ideation

Ramadhan Campaign

Creative Team Hakuhodo Indonesia: Ahmad Ridwan Fitri - Creative Director Edi Nurcahyo - Senior Copy Writer Galih Arumsari - Copy Writer

Reza Fahrizal - Graphic Designer Nethania Selly - Intern Art Director / GD

ru Ba

Ra

a

Buka L

Buk

Background

u ar

aran B b em

m adhan

Suasana Ramadhan tahun ini akan berbeda dari tahun-tahun sebelumnya, tetapi situasi ini tidak menjadi hambatan bagi kita untuk tetap berpuasa dengan harapan baru dan hati yang bersih.

Problem Masyarakat masih perlu membuka pola pikir positif mereka terhadap pandemi Covid-19 dengan hati dan semangat Ramadhan yang baru

Idea Membuat ucapan kreativitas versi kamu pada media sosial.

Execution 1. Membuat iklan yang berbentuk seperti scrapbook (gunting tempel).

2. Mencari kata positif yang dapat ditemukan pada Koran Kompas.

3. Membuat scrapbook kata-kata versi kamu sendiri.

4. Membagikan kata-kata positif yang sudah dirangkai di akun media sosial (Instagram) kamu.

Art direction by: Ahmad ridwan Fitri Retouched by: Nethania Selly

Background Tahun ini, kita merayakan bulan Ramadhan dengan cara yang berbeda, kita tidak dapat menikmati serunya perjalanan mudik, dan masakan orang rumah yang dinantikan, karena pemerintah tidak mengizinkan untuk pulang ke kota asal selama pandemi Covid-19.

uluYa kD

#T a

di

h

IniGaMu n u

Problem Banyak umat muslim merindukan rumah dan ingin kembali ke kota asal mereka untuk berkumpul dan berbagi keceriaan dengan keluarga mereka.

Idea Membuat video tentang masyarakat yang tidak mudik bisa merasakan kehangatan keluarga walaupun dibatasi dengan jarak melalui video cerita.

Execution Menunjukkan situasi di bulan ramadhan yang bahagia dan normal ketika kita bisa pergi ke masjid bersama, sahur dan berbuka puasa dengan teman lama dan keluarga besar.

Memperlihatkan bagaimana suasana mudik mulai dari persiapan, kemacetan di tengah jalan sampai pada saat idul fitri tiba.

Kemudian kamera membuat warna menjadi kekuningan seperti kesan jadul dan cut to semua itu pun berulang. Mereka tersenyum dan tertawa bahagia karena mereka tahu tanpa kembali ke rumah, mereka masih bisa tetap berhubungan untuk memutuskan rantai Covid-19 dan merayakan Ramadhan 2020 bersama walaupun harus berjarak.

Moodboard Reference

Source: Loretta Google Super Bowl Commercial 2020

Honda Digital Content Graphic Design

May ‘20 Creative Team Hakuhodo Indonesia: Galih Arumsari - Copy Writer Satya Farma - Graphic Design Nethania Selly - Intern Art Director / GD

Di gi

ta

lC

o n te nt

Make a digital content for Instagram AHASS Honda, during PSBB (Physical Distancing)

Fashion Photography Photograpny Fashion Spread

May ‘20 Creative Team Nethania Selly - Photographer Marchia Dorothee - Muse Verren Nastasya - Make Up Artist Vivian Angelina - Stylist Marciann - Wardrobe Harry Chaiyanda - Assistant

Kohara In Polynesian Mythology, Kohara is the goddess of tuna, and considered as the "Ancestor of Tuna". Kohara also have simple and generous personality. This editorial shoot represent us as a calm women, good personalities, yet confident.

If you're always trying to be normal, you will never know, how amazing you can be Maya angelou