19 years making brands talk.
Now I make them
think, automate, and scale.
Copywriter and Creative Director across advertising, branding, digital, and social,
with specialised depth in gaming, and a growing practice building AI-driven workflows that help teams ship more, faster.
For gaming brands and teams who need creative direction and the AI systems to scale it.
350K+ organic views across documented trend-jacks, on record below ↓
On tvOne talking about video games
Discussing about local movie industry
Gaming ecosystem talkshow
Being part of gaming historyTrend-jacking, on record
Real reels, real reach — concept through edit, mine end to end.
The AI team that runs a whole social media operation — without a single hire.
Every specialist, every decision, every wire — mapped out below.
Rendered live — orchestrator + 10 stations + strategic peer agent + shared knowledge base + mechanical posting layer.
AI capability, not just a claim
A working sample of the kind of automation I build with n8n.
Simplified, generic builds — enough to show the shape of the thinking. A version tailored to your stack takes a conversation, not a quote.
{
"portfolio_watermark": {
"built_by": "MARVEL",
"contact": "marvelsutantio@gmail.com",
"cta": "Interested in this kind of work? Let's talk — reach out if you're hiring."
},
"name": "Social Media — Content Approval & Publish",
"nodes": [
{ "name": "New Content Request", "type": "automation-node.webhook" },
{ "name": "Normalize Request Fields", "type": "automation-node.set" },
{ "name": "Urgent?", "type": "automation-node.if", "condition": "deadline <= 1 working day" },
{ "name": "Notify Team Lead (Slack)", "type": "automation-node.slack", "branch": "true" },
{ "name": "Add to Approval Queue", "type": "automation-node.googleSheets", "branch": "false" },
{ "name": "Approved?", "type": "automation-node.if", "condition": "status == 'approved'" },
{ "name": "Publish to Channels", "type": "automation-node.httpRequest" },
{ "name": "Log Published Content", "type": "automation-node.googleSheets" },
{ "name": "Notify Requestor (Slack)", "type": "automation-node.slack" }
],
"connections": {
"New Content Request": ["Normalize Request Fields"],
"Normalize Request Fields": ["Urgent?"],
"Urgent?": ["Notify Team Lead (Slack)", "Add to Approval Queue"],
"Approved?": ["Publish to Channels"],
"Publish to Channels": ["Log Published Content", "Notify Requestor (Slack)"]
}
}
What this solves: manual content approval bottlenecks and inconsistent publish logs across regional teams.
The complete package
One hire, two skillsets — both wrapped and empowered by an AI orchestration layer that ships the work.
Creative Director
Creative Direction
Branding guidelines, communication frameworks, team leadership, vendor liaison.
Brand & Campaign
Brand voice, campaign ideation, transcreation for global and local brands.
Strategy & Insight
Consumer behaviour, cultural trend-reading, research that shapes the brief.
Social Media Manager
Copywriting
TVC & radio, OOH & print, digital & social, in-store and activation copy.
Editorial & Content
Content plans, editorial strategy, playbooks across multi-brand portfolios.
Experience
Click a role to expand. From sole copywriter juggling a dozen brands, to leading creative teams.
Managed the social media team and supported business, brand, KOL, community, and media departments across campaigns, events, and activations. Also designed and built n8n automation workflows now running in production — handling content-request intake, approval routing, and reporting across four regional markets.
Built a new branding guideline, communication framework, and content playbook. Led a team of designers and content creators day to day.
Owned content and editorial plans across a large FMCG & nutrition portfolio, plus transcreation and ideation for Mondelez Cadbury, Nestlé Boost, UNIQLO, Kellogg's, Converse, and Foot Locker.
Sole copywriter across a full brand roster: Unilever Food Solutions, Milo, Toblerone, Capitol Group, Konimex, Huawei, and Dueto.
Sole copywriter for YUM! Pizza Hut Indonesia — every piece of copy, from in-restaurant and OOH to print, digital, TVC, and radio.
Sole copywriter on the Marlboro team for an extended run, alongside Ades, Metro, Minute Maid, Coca-Cola, Samsung, and Prudential.
Sole copywriter juggling 10–12 brands at once.
Brands I've worked on
Real rosters from each stop — grouped by agency era.
Plus campaign work with Bear Brand, SariWangi, Gojek, Wonderful Indonesia, and more — see Case Studies below.
Selected case studies
A handful of ideas that made it out of the workshop room and into the world.
▶Immerse in Moments of Wonders
Directed the idea and concept behind Wonderful Indonesia's tourism campaign — that experiencing Indonesia isn't just about visiting, it's about immersing yourself in its culture and wonders — then developed the creative strategy, tagline, and selling line built on that concept, working closely with the MarkPlus team.
▶ Watch the film ↗
▶Bringing the Purity Dragon into the real world
In a closed client workshop for Bear Brand's annual campaign, my concept was the one shortlisted and voted through: taking the brand's long-running CG dragon mascot out of its digital world and realising it in real life.
▶ Watch the film ↗
▶Fritter Wars: the brand as peacemaker
A playful digital campaign framing SariWangi as the neutral peacemaker between “Team Sweet” and “Team Savory” fritter lovers — driving engagement through relatable content, with the product kept at the centre throughout.
▶ Watch the reel ↗
▶Chef of the Month: turning moms into home chefs
Concepted a launch campaign for Promina's new weaning noodles and pasta, built around a recurring UGC challenge that turned everyday mothers into home chefs.
▶ Watch the reel ↗
GOJEK
ISUZUBuilding brand identity with Design Bridge (WPP)
Contributed to Gojek's “Indonesia, Let’s Go” brand manifesto, and developed Isuzu’s “Real Partner. Real Journey.” tagline and its campaign-theme variations — bridging abstract brand direction into distinctive, actionable identities for two very different mobility brands.
KOL GUIDELINE
VISUAL GUIDELINESFrom brand guidelines to a monthly content engine
Helped shape the social media playbook across the Godrej family of brands — including a KOL collaboration guideline with agency partner goat|bates, and social visual guidelines for sub-brands like HIT, Cap Gajah, Mitu Baby, Proclin, NYU, and Stella. Turned quarterly plans into monthly content calendars, while leading a cross-functional team from ideation to publication.
A 122-year milestone, wrapped as a gift
For BRI's 122nd anniversary as “The People's Bank,” proposed and wrote the concept and copy for a tribute — a Kompas newspaper sleeve and gift wrap in one, with partner giveaways for all Indonesians.
CAMPAIGN VISUAL
HOW TO JOINRamadan Istimewah: the secret ingredient
Proposed the name and concept for Kraft's Ramadan Istimewah campaign — positioning the brand as the “secret ingredient” behind meaningful Ramadan moments, brought to life through storytelling and a competitive, recipe-driven activation.
◆ View the post ↗
▶MILO E-Activ Academy: putting physical training inside an esports org
A first-of-its-kind pairing for me at Ogilvy — bringing a brand built on physical-sport credibility into Mobile Legends esports, through RRQ. Reading the MLBB competitive scene well enough to make that bridge credible, rather than a forced brand tie-in, was expertise no other creative on the floor had at the time. MILO E-Activ Academy paired RRQ's own players and coaches with training content on stamina, reflexes, and speed — reframing physical conditioning as part of what makes a competitive esports athlete better, not separate from it.
▶ Watch the film ↗Digital video & TVC craft
Research, concepting, scripts, dialogue, supers, even lyrics — click to play.
The brief was to spotlight LRP's Acne Solution through a KOL known for treating acne naturally. Leaning on Shareefa Daanish's reputation as a scream queen, I built a scary, jump-scare-driven opener — then flipped it to reveal her untold, vulnerable side: how she actually struggled with acne, and overcame it with LRP Acne Solution. The client loved the twist.
Curious? Let's talk.
Currently evaluating select opportunities — not spraying applications, so if this reaches you, it's worth a reply.