Creative Minds: How Defri Dwipaputra stumbled into advertising

Name: Defri Dwipaputra

 

Place of origin: Jakarta, Indonesia

 

Places lived and worked: Jakarta

 

Pronouns: He/him 

 

CV:

 

Executive creative director, Dentsu Creative Indonesia (2022-present) 

Head of creative marketing, Bukalapak (2019-2022) 

Associate creative director, BatesChi&Partners (2018-2019) 

Junior art director-associate creative director, Dentsu One (2008-2018)

 

1. How did you end up being a creative?

 

My dad is a politician, so I was exposed to everything he did. At one point, I really wanted to become a politician too, but my mom stopped me. In the end, I ended up going to design school instead. I don’t really like advertising. I love art, but not advertising. I started working in this industry by accident when I was asked to help create graphics for a Gita Gutawa music video—one of the famous artists of the 2008 era. Then, I got a call from Ogilvy One to fill in for someone on maternity leave. And that’s how I found myself in this industry.

 

2. What’s your favourite piece of work in your portfolio?

 

My first favorite work is Spotify x Kreaby’s ARTISM, where we collaborated with autistic artists and a music label to create artwork displayed on Spotify Canvas. This new medium was designed to engage the next generation, positioning them as the ones responsible for fostering inclusivity in the coming years. This project is particularly notable for me and my team because it genuinely provided access for two communities to collaborate and achieve a better result. Additionally, this 'digital portfolio' is accessible and brings new opportunities to these autistic artists.

 

 

3. What’s your favourite piece of work created by someone else?

 

Dentsu’s Kyushu launch campaign called 'The 250km wave' for Kyushu Railway Company. I remember when this campaign first launched, I would watch it almost every day on my office desktop. I just loved the whole energy and the funny way they presented the idea. It felt different to me because, back in 2011, all touchpoints were still focused on conventional media. But then this one came along as an epic guerrilla marketing move, and as far as I remember, it won so many awards.

 

 

4. What kind of student were you?

 

Not a very brilliant student, because I always did everything manually. Which means I couldn’t use a computer—simply because I didn’t know how to use one.

 

5. Who's on your dream dinner guest list (alive or dead)?

 

Chuck Norris to teach me to do the legendary 'roundhouse kick'.

 

6. What career did you think you'd have when you were a kid?

 

Politician.

 

7. What advice would you give to a 10-year-old you, if you could?

 

Don’t be lazy about learning maths.

 

8. What really motivates you?

 

Failure and doubt from others.

 

9. What would you do on your perfect day off?

 

Ride my motorbike around and find some good food.

 

10. What's your favourite music of the past year?

 

The Cure. Whether dark or uplifting, their music connects deeply with me.

 

 

11. Do you have a nickname and how did you get it?

 

Aladdin was given to me by a senior in high school.