On Tuesday, November 26, 2024, FAB LAB hosted its latest session at the FAB Indonesia office, bringing together Kerling's full team of creatives, account managers, social media strategists, and strategic planners. With 20 participants in attendance, the session featured dynamic guest speakers Angel Roberty, Creative Business Director of AdsON Asia, and Tulus Ciptadi, Managing Director of BSKSBT. This session delved into the intricacies of creative ideation, overcoming mental blocks, and redefining creative approaches for impactful brand campaigns.

 

Session 1: Angel Roberty on Creative Ideation

Angel Roberty opened with a powerful statement: “Advertising sits between solving problems and creating needs.” She emphasized that impactful campaigns begin with a deep understanding of human behavior. Creatives, she argued, must dig into the desires, values, and even fears, of their audience to find actionable insights. From a new mom’s longing for validation to Gen Z’s quest for uniqueness while avoiding FOMO, Roberty illustrated how everyday human emotions serve as the foundation for effective storytelling.

 

Transitioning to brand roles, Roberty described brands as helpers, celebrators, and catalysts for change. She noted, “Brands exist to celebrate values, movements, and even overlooked moments—like Nike’s ‘Find Your Greatness.’” These roles should directly align with human behavior, creating a natural connection between the brand and its audience.

The session culminated with the importance of the Big Idea, described by Roberty as “the soul of the brand campaign, the red thread that unites all creative elements.” She urged participants to simplify their messaging, advising, “If the elements don’t align under one keyword, kill it and move on to the next one.”

 

When asked about overcoming creative blocks, Roberty provided actionable advice:

• “Creativity isn’t a profession; it’s a way of life. You have to fall in love with human stories and everyday oddities.”

• She encouraged attendees to maintain a “Bank of Ideas” by documenting personal experiences, no matter how mundane or bizarre.

• “Write with heart, edit with your brain. Mind mapping only works when you first allow your thoughts to flow freely.”

 

Session 2: Tulus Ciptadi on Trends and Technology

Tulus Ciptadi began with a modern challenge for creatives: connecting ideas with trends. He explained, “Don’t start with trends; start with the Big Idea. A trend only matters if it connects to the message.” Using his concept of “Always Playful Thinking” (APT)—inspired by the viral tune by Rosé and Bruno Mars—Tulus urged the team to balance structure and spontaneity in their creative processes.

 

Tulus highlighted the role of technology, noting tools like ChatGPT as valuable sparks for creativity but not replacements for human ingenuity. “The brain is still in your head. If ChatGPT could deliver ideas on its own, clients wouldn’t need us.”

 

The discussion also addressed the importance of collaboration between account and creative teams. Tulus explained, “Deliver what the client wants, but not what they expect. The challenge is bridging the gap between cool ideas and what aligns with the brief.”

 

To foster creativity, Tulus encouraged participants to embrace their environment:

• “Mood is created, not waited for. Set up your space, your senses, and your mindset to nurture ideas.”

• He added, “First impressions last. Make your initial concept memorable, even in its simplest form.”

 

Notable Moments and Insights

The Q&A sessions brought some of the most memorable takeaways:

• “You can’t rely on 2–3 hours of brainstorming to produce great ideas. Creativity is a muscle—you have to exercise it daily.” (Roberty)

• “Enrich yourself with stories, books, and films. Creativity doesn’t come from nothing; it’s born from everything you consume.” (Tulus)

• “Social media is a treasure trove of insights. A random post about why dads can’t leave Indomaret with just one item could inspire your next big idea.” (Tulus)

 

Takeaways for the Future

The FAB LAB session left participants with a clearer understanding of how to approach creative challenges. From embracing everyday randomness to building campaigns around human truths, the session reinforced the importance of staying grounded yet ambitious in the ideation process.

 

With quotes like, “Mood isn’t a matter of luck—it’s something you create, just like creativity itself,” the session highlighted the importance of preparation, curiosity, and collaboration in crafting impactful campaigns. FAB LAB continues to serve as a space where industry professionals can refine their craft, offering Kerling’s team the tools and insights to approach their next creative challenge with fresh eyes and fearless minds.

 

Watch the recap here. 

 

###

 

About Kerling:

Kerling is a communications agency led, empowered and inspired by women. The agency aspires to be brands’ best friends in understanding women’s interests, and a safe haven for female professionals in the business. Its services range from Strategic Planning, Creative Visual and Content Creation, to 360 Communication Campaigns.

 

Their diverse client roster reflects this commitment. Kerling partners with leading brands like Ion Water, Bioderma, Gillette Venus, Pantene, Rejoice, and even a new cutting-edge fintech service Superbank. This breadth of experience allows them to tailor communication strategies to a wide range of female audiences, ensuring each brand resonates with its target market.

 

Learn more about Kerling: https://www.instagram.com/fab_kerling/ 

 
For more information, please contact: 

Damayantri “Mimoy” Arif 

Business & Operations Director of Kerling 

e: mimoy@fab-kerling.com 

p: +62 813-1430-3812 

 

 

About AdsON Asia:

Launched in 2023, AdsON Asia is quickly making its way as one of the rising stars in the Indonesian advertising industry. Led by Angel Roberty, who was previously Creative Director at What If Asia (also part of FAB Indonesia), AdsON Asia calls it a creative advertising agency with “add-on” production capacity. Portfolio of clients include Skechers, Kanzler, Pegipegi, Scarlett, BNI, and Kiranti.

 

Learn more about AdsON Asia: www.adsonasia.com

 

For more information, please contact: 

Angel Roberty

Creative Business Director of AdsON Asia

e: berty@adsonasia.com 

p: +62 812-9613-7514 

 

 

About BSKSBT: 

BSKSBT is a dynamic digital creative agency that embraces the ethos of celebrating every moment as a festivity. As part of the Y program under FAB Indonesia, BSKSBT operates as a full-service creative digital agency, specializing in next-level digital influencer marketing and engaging with the youth community. Their approach emphasizes creativity, innovation, and a deep connection with digital trends and influencer culture to deliver impactful campaigns and experiences.

 

Learn more about BSKSBT: https://www.instagram.com/besoksabtu/ 

 

For more information, please contact: 

Tulus Ciptadi
Managing Director of BSKSBT
e: tulus@bsksbt.com 

p: +62 811-8802-525