Journal

A Heartfelt Story Behind Campbell

Posted on by galih.hisandals
Every new campaign brings us a special sense of excitement and anticipation. From brainstorming creative ideas, gathering visual references, crafting the perfect rationale, and finding the ideal casts to executing the shooting days — every step holds its meaning and story. In this journal, we take you behind the scenes of Campbell’s journey, capturing the essence of the shoot and the relationships that inspired it.
The creative process began with a weekly sync, where we discussed our ideas for the campaign. After watching the 1999 film Magnolia, the scene where all the cast sings Aimee Mann’s “Wise Up” sparked a vision for the Campbell video. The concept of family became central, not just as a structure, but as a theme that touches on its dynamics. We decided to explore six distinct relationship archetypes: the gentle, nurturing bond between a Grandmother and her Grandson; the intense, tug-of-war connection between Mother and Daughter; and the evolving, layered love of a Husband and Wife.
The next crucial step was finding the perfect actors to bring these relationships to life. After many deliberations and suggestions, we settled on our cast: Bi Cicit, our Creative Director Zanun’s relative, for the Grandmother; Abhi, Galih’s niece, for the Grandson; Bubukeni and Bella for the Mother and Daughter roles; and the perfect couple for the Husband and Wife — Ibnu and Vienny from Rumah Kakek & Nenek, who are also known for their musical artistry.
With the cast finalized, it was time to work on the script, which would weave these six relationship stories into a compelling narrative. The story was divided into six scenes, each representing a moment of giving, a shared experience within the family. The location played a pivotal role in setting the mood for each scene. We chose eight shooting locations across two cities, Bandung and Jakarta, to bring the story to life.

Brainstorming process for the ‘campbell’ campaign

Shooting Days

Monday, 17 March 2025 – Nanakam Fresh Market – 10:00 AM – LLRE Martadinata St No.20A, Bandung City 40115

Nanakam Fresh Market became the first shoot location for the Bi Cicit scene, where she strolled stylishly through the mart with her Campbell. Our Ovan and Sahid are prepping all the visual gears from the Black Magic, the Sony Alpha, the lenses, and the lighting. At the same time, Mba Aca & Bella are prepping the perfect wardrobe. The shoot went well, and the following location will be at Adipati Kertabumi No. 15 to take the next Grandma & Grandson scene with Abhi.

AK-15 House – 14:00 PM – Adipati Kertabumi St No. 15, Bandung City 40115

We are fortunate to use this house since it’s registered as a heritage building in Bandung. Many buildings in Bandung, privately owned or state-owned, are considered heritage. The iconic Art Deco architecture that makes a building classified as heritage, from the classic tiles, ceilings, and furniture, the home truly gives that warmth of a Grandma house. Abhi, as the Grandson & Bi Cicit, as the Grandma, portrayed a genuine connection between the two. 
The first day of shooting ended in Adipati Kertabumi, which was an excellent start for the shoot; everybody was in a good mood, even though we were fasting (well, some fast, some not, haha).

Tuesday, 18 March 2025 – Theo’s Wife Lois – 09:00 – Jl. Progo No.23, Bandung

The next scene was a salon scene for Bella as the daughter. She was in her monthly hair treatment, capturing the zoned-out moment from her and addressing that her mind was into something else. After the hair treatment and taking a couple of shots, we moved on to the following location at Rumah Jagung in Cisaranten Kulon.

Anata Salon Arcamanik – 13:00 – Jl. Golf Timur 4 No.20, Bandung, 40293

The second day of shooting was planned for the mother and daughter scene of Bubu Keni & Bella. The morning shoot started at Theo’s Wife Lois, a lovely cafe on the streets of Progo. Here, we captured the mother scene lost in the conversation with her friends, who, indeed, were thinking of something else and got lost in the moment. Shoutout to all the lovely supporting casts! After the scene at TWL, we moved to the second spot at Anata Salon Arcamanik.

Rumah Jagung – 15:00 – Jl. Cisaranten Kulon III No. 24A, Bandung, 40293

Rumah Jagung was the last shooting location of the day—the scene of Mother (Bubukeni) & Daughter (Bella) cooking together in the kitchen. The day ends with an iftar together with all the crew. It was such a lovely day.

19 March 2025 – 13:00 – A Place In Between – Jl. Sadakeling Gg. Tanuwireja No.34/107, Bandung, 40262

It’s the third day of the shoot, and now special for Abhi’s scene working as a part-timer at A Place In Between, a coffee shop of our dear friend located inside alleyways. Satria, the owner, started making tutorials for Abhi on how to create APIB signature coffees. Initially timid, Abhi replicated it flawlessly as if he were the barista. The shoot continued until the afternoon, and we prepared for the following location at: Norrm Radio Bar.

Norrm Radio Bar – 17:00 – Ruko Segitiga Mas Kosambi, Blok G No.11 2nd Floor, Bandung, 40113

The last location of the day, here Abhi acts as a part-timer and assistant in Norrm Radio Bar. I assisted the performer and did things behind the DJ booth, such as setting up the audio, cleaning the DJ area, and working on his college task. The shoot ends at 5 PM and wraps up the third day of the shoot.

Friday, 28 March, 2025 – Rumah Kakek Nenek, BSD

Finally, this is the last shooting day, the special one since we went to Rumah Kakek Nenek to meet Ibnu & Vienny as the Husband & Wife cast. We went early, around 8 AM, and off to BSD. The crew that went to BSD was Ovan, Sahid, Zanun, Harlan, Alifa, Intan, Akram & Bella. The crew arrived at 11 AM and prepared the set inside the house, from blocking and lighting to wardrobes. 
The process was fantastic and exciting for us. The highlight of the shoot day at Rumah Kakek Nenek was when we finally witnessed the live session of “May I Make You Happy,” sung by the one and only Ibnu Dian in his home studio. After weeks of sending drafts to us, the song’s final version was completed, and the reff hook kept buzzing through our heads for a while. The shoot ended at 16:00, and the crew returned to Bandung to prepare for the Ied holiday.
The Campbell campaign explored family, connection, and moments of giving that transcend time and space. Each shoot location and scene thoughtfully captured different aspects of family life, from the tender relationships between grandparents and grandchildren to the dynamic push and pull between mother and daughter. The campaign’s success lay not only in the carefully crafted visuals but also in the genuine emotions brought to life by the cast. The heartfelt moments, musical elements, and familial bonds made this campaign memorable for us.

Visual Exploration for Campbell Campaign

Every new campaign brings us a special sense of excitement and anticipation. From brainstorming creative ideas, gathering visual references, crafting the perfect rationale, and finding the ideal casts to executing the shooting days — every step holds its meaning and story. In this journal, we take you behind the scenes of Campbell’s journey, capturing the essence of the shoot and the relationships that inspired it.
The creative process began with a weekly sync, where we discussed our ideas for the campaign. After watching the 1999 film Magnolia, the scene where all the cast sings Aimee Mann’s “Wise Up” sparked a vision for the Campbell video. The concept of family became central, not just as a structure, but as a theme that touches on its dynamics. We decided to explore six distinct relationship archetypes: the gentle, nurturing bond between a Grandmother and her Grandson; the intense, tug-of-war connection between Mother and Daughter; and the evolving, layered love of a Husband and Wife.
The next crucial step was finding the perfect actors to bring these relationships to life. After many deliberations and suggestions, we settled on our cast: Bi Cicit, our Creative Director Zanun’s relative, for the Grandmother; Abhi, Galih’s niece, for the Grandson; Bubukeni and Bella for the Mother and Daughter roles; and the perfect couple for the Husband and Wife — Ibnu and Vienny from Rumah Kakek & Nenek, who are also known for their musical artistry.
With the cast finalized, it was time to work on the script, which would weave these six relationship stories into a compelling narrative. The story was divided into six scenes, each representing a moment of giving, a shared experience within the family. The location played a pivotal role in setting the mood for each scene. We chose eight shooting locations across two cities, Bandung and Jakarta, to bring the story to life.

Brainstorming process for the ‘campbell’ campaign

Shooting Days

Monday, 17 March 2025 – Nanakam Fresh Market – 10:00 AM – LLRE Martadinata St No.20A, Bandung City 40115

Nanakam Fresh Market became the first shoot location for the Bi Cicit scene, where she strolled stylishly through the mart with her Campbell. Our Ovan and Sahid are prepping all the visual gears from the Black Magic, the Sony Alpha, the lenses, and the lighting. At the same time, Mba Aca & Bella are prepping the perfect wardrobe. The shoot went well, and the following location will be at Adipati Kertabumi No. 15 to take the next Grandma & Grandson scene with Abhi.

AK-15 House – 14:00 PM – Adipati Kertabumi St No. 15, Bandung City 40115

We are fortunate to use this house since it’s registered as a heritage building in Bandung. Many buildings in Bandung, privately owned or state-owned, are considered heritage. The iconic Art Deco architecture that makes a building classified as heritage, from the classic tiles, ceilings, and furniture, the home truly gives that warmth of a Grandma house. Abhi, as the Grandson & Bi Cicit, as the Grandma, portrayed a genuine connection between the two. 
The first day of shooting ended in Adipati Kertabumi, which was an excellent start for the shoot; everybody was in a good mood, even though we were fasting (well, some fast, some not, haha).

Tuesday, 18 March 2025 – Theo’s Wife Lois – 09:00 – Jl. Progo No.23, Bandung

The next scene was a salon scene for Bella as the daughter. She was in her monthly hair treatment, capturing the zoned-out moment from her and addressing that her mind was into something else. After the hair treatment and taking a couple of shots, we moved on to the following location at Rumah Jagung in Cisaranten Kulon.

Anata Salon Arcamanik – 13:00 – Jl. Golf Timur 4 No.20, Bandung, 40293

The second day of shooting was planned for the mother and daughter scene of Bubu Keni & Bella. The morning shoot started at Theo’s Wife Lois, a lovely cafe on the streets of Progo. Here, we captured the mother scene lost in the conversation with her friends, who, indeed, were thinking of something else and got lost in the moment. Shoutout to all the lovely supporting casts! After the scene at TWL, we moved to the second spot at Anata Salon Arcamanik.

Rumah Jagung – 15:00 – Jl. Cisaranten Kulon III No. 24A, Bandung, 40293

Rumah Jagung was the last shooting location of the day—the scene of Mother (Bubukeni) & Daughter (Bella) cooking together in the kitchen. The day ends with an iftar together with all the crew. It was such a lovely day.

19 March 2025 – 13:00 – A Place In Between – Jl. Sadakeling Gg. Tanuwireja No.34/107, Bandung, 40262

It’s the third day of the shoot, and now special for Abhi’s scene working as a part-timer at A Place In Between, a coffee shop of our dear friend located inside alleyways. Satria, the owner, started making tutorials for Abhi on how to create APIB signature coffees. Initially timid, Abhi replicated it flawlessly as if he were the barista. The shoot continued until the afternoon, and we prepared for the following location at: Norrm Radio Bar.

Norrm Radio Bar – 17:00 – Ruko Segitiga Mas Kosambi, Blok G No.11 2nd Floor, Bandung, 40113

The last location of the day, here Abhi acts as a part-timer and assistant in Norrm Radio Bar. I assisted the performer and did things behind the DJ booth, such as setting up the audio, cleaning the DJ area, and working on his college task. The shoot ends at 5 PM and wraps up the third day of the shoot.

Friday, 28 March, 2025 – Rumah Kakek Nenek, BSD

Finally, this is the last shooting day, the special one since we went to Rumah Kakek Nenek to meet Ibnu & Vienny as the Husband & Wife cast. We went early, around 8 AM, and off to BSD. The crew that went to BSD was Ovan, Sahid, Zanun, Harlan, Alifa, Intan, Akram & Bella. The crew arrived at 11 AM and prepared the set inside the house, from blocking and lighting to wardrobes. 
The process was fantastic and exciting for us. The highlight of the shoot day at Rumah Kakek Nenek was when we finally witnessed the live session of “May I Make You Happy,” sung by the one and only Ibnu Dian in his home studio. After weeks of sending drafts to us, the song’s final version was completed, and the reff hook kept buzzing through our heads for a while. The shoot ended at 16:00, and the crew returned to Bandung to prepare for the Ied holiday.
The Campbell campaign explored family, connection, and moments of giving that transcend time and space. Each shoot location and scene thoughtfully captured different aspects of family life, from the tender relationships between grandparents and grandchildren to the dynamic push and pull between mother and daughter. The campaign’s success lay not only in the carefully crafted visuals but also in the genuine emotions brought to life by the cast. The heartfelt moments, musical elements, and familial bonds made this campaign memorable for us.

Visual Exploration for Campbell Campaign

Every new campaign brings us a special sense of excitement and anticipation. From brainstorming creative ideas, gathering visual references, crafting the perfect rationale, and finding the ideal casts to executing the shooting days — every step holds its meaning and story. In this journal, we take you behind the scenes of Campbell’s journey, capturing the essence of the shoot and the relationships that inspired it.
The creative process began with a weekly sync, where we discussed our ideas for the campaign. After watching the 1999 film Magnolia, the scene where all the cast sings Aimee Mann’s “Wise Up” sparked a vision for the Campbell video. The concept of family became central, not just as a structure, but as a theme that touches on its dynamics. We decided to explore six distinct relationship archetypes: the gentle, nurturing bond between a Grandmother and her Grandson; the intense, tug-of-war connection between Mother and Daughter; and the evolving, layered love of a Husband and Wife.
The next crucial step was finding the perfect actors to bring these relationships to life. After many deliberations and suggestions, we settled on our cast: Bi Cicit, our Creative Director Zanun’s relative, for the Grandmother; Abhi, Galih’s niece, for the Grandson; Bubukeni and Bella for the Mother and Daughter roles; and the perfect couple for the Husband and Wife — Ibnu and Vienny from Rumah Kakek & Nenek, who are also known for their musical artistry.
With the cast finalized, it was time to work on the script, which would weave these six relationship stories into a compelling narrative. The story was divided into six scenes, each representing a moment of giving, a shared experience within the family. The location played a pivotal role in setting the mood for each scene. We chose eight shooting locations across two cities, Bandung and Jakarta, to bring the story to life.

Brainstorming process for the ‘campbell’ campaign

Shooting Days

Monday, 17 March 2025 – Nanakam Fresh Market – 10:00 AM – LLRE Martadinata St No.20A, Bandung City 40115

Nanakam Fresh Market became the first shoot location for the Bi Cicit scene, where she strolled stylishly through the mart with her Campbell. Our Ovan and Sahid are prepping all the visual gears from the Black Magic, the Sony Alpha, the lenses, and the lighting. At the same time, Mba Aca & Bella are prepping the perfect wardrobe. The shoot went well, and the following location will be at Adipati Kertabumi No. 15 to take the next Grandma & Grandson scene with Abhi.

AK-15 House – 14:00 PM – Adipati Kertabumi St No. 15, Bandung City 40115

We are fortunate to use this house since it’s registered as a heritage building in Bandung. Many buildings in Bandung, privately owned or state-owned, are considered heritage. The iconic Art Deco architecture that makes a building classified as heritage, from the classic tiles, ceilings, and furniture, the home truly gives that warmth of a Grandma house. Abhi, as the Grandson & Bi Cicit, as the Grandma, portrayed a genuine connection between the two. 
The first day of shooting ended in Adipati Kertabumi, which was an excellent start for the shoot; everybody was in a good mood, even though we were fasting (well, some fast, some not, haha).

Tuesday, 18 March 2025 – Theo’s Wife Lois – 09:00 – Jl. Progo No.23, Bandung

The next scene was a salon scene for Bella as the daughter. She was in her monthly hair treatment, capturing the zoned-out moment from her and addressing that her mind was into something else. After the hair treatment and taking a couple of shots, we moved on to the following location at Rumah Jagung in Cisaranten Kulon.

Anata Salon Arcamanik – 13:00 – Jl. Golf Timur 4 No.20, Bandung, 40293

The second day of shooting was planned for the mother and daughter scene of Bubu Keni & Bella. The morning shoot started at Theo’s Wife Lois, a lovely cafe on the streets of Progo. Here, we captured the mother scene lost in the conversation with her friends, who, indeed, were thinking of something else and got lost in the moment. Shoutout to all the lovely supporting casts! After the scene at TWL, we moved to the second spot at Anata Salon Arcamanik.

Rumah Jagung – 15:00 – Jl. Cisaranten Kulon III No. 24A, Bandung, 40293

Rumah Jagung was the last shooting location of the day—the scene of Mother (Bubukeni) & Daughter (Bella) cooking together in the kitchen. The day ends with an iftar together with all the crew. It was such a lovely day.

19 March 2025 – 13:00 – A Place In Between – Jl. Sadakeling Gg. Tanuwireja No.34/107, Bandung, 40262

It’s the third day of the shoot, and now special for Abhi’s scene working as a part-timer at A Place In Between, a coffee shop of our dear friend located inside alleyways. Satria, the owner, started making tutorials for Abhi on how to create APIB signature coffees. Initially timid, Abhi replicated it flawlessly as if he were the barista. The shoot continued until the afternoon, and we prepared for the following location at: Norrm Radio Bar.

Norrm Radio Bar – 17:00 – Ruko Segitiga Mas Kosambi, Blok G No.11 2nd Floor, Bandung, 40113

The last location of the day, here Abhi acts as a part-timer and assistant in Norrm Radio Bar. I assisted the performer and did things behind the DJ booth, such as setting up the audio, cleaning the DJ area, and working on his college task. The shoot ends at 5 PM and wraps up the third day of the shoot.

Friday, 28 March, 2025 – Rumah Kakek Nenek, BSD

Finally, this is the last shooting day, the special one since we went to Rumah Kakek Nenek to meet Ibnu & Vienny as the Husband & Wife cast. We went early, around 8 AM, and off to BSD. The crew that went to BSD was Ovan, Sahid, Zanun, Harlan, Alifa, Intan, Akram & Bella. The crew arrived at 11 AM and prepared the set inside the house, from blocking and lighting to wardrobes. 
The process was fantastic and exciting for us. The highlight of the shoot day at Rumah Kakek Nenek was when we finally witnessed the live session of “May I Make You Happy,” sung by the one and only Ibnu Dian in his home studio. After weeks of sending drafts to us, the song’s final version was completed, and the reff hook kept buzzing through our heads for a while. The shoot ended at 16:00, and the crew returned to Bandung to prepare for the Ied holiday.
The Campbell campaign explored family, connection, and moments of giving that transcend time and space. Each shoot location and scene thoughtfully captured different aspects of family life, from the tender relationships between grandparents and grandchildren to the dynamic push and pull between mother and daughter. The campaign’s success lay not only in the carefully crafted visuals but also in the genuine emotions brought to life by the cast. The heartfelt moments, musical elements, and familial bonds made this campaign memorable for us.

Visual Exploration for Campbell Campaign

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