A Jakarta atelier turned drops into cultural events.
The situation we walked into.
Sejauh Mata Memandang is an Indonesian sustainable-fashion label with extraordinary craft and inconsistent storytelling. We rebuilt the brand world and a 200-variant creative engine so every quarterly drop sells through in under 72 hours.
How we built it.
Brand world
New typography, art direction and motion grammar , a world drops could live inside.
Campaign films
Two cinematic films per quarter, shot to live as 60s heroes and 200 cut-downs.
Creative testing
A 200-variant/month engine isolating hook, model and music against CTR and sell-through.
Drop choreography
Pre-drop teaser → drop day blitz → sell-through report. Repeat every 6 weeks.
The deliverables.
- Seasonal brand and art direction guidelines
- Two cinematic campaign films per quarter
- Lookbook and editorial stills per drop
- 200-variant/month paid creative engine
- Drop calendar and pre-drop teaser system
- Sell-through and creative performance reporting
The numbers.
Outcomes attributed to the work, measured against business goals , not vanity.
Methodology: Figures are measured over the engagement period against a pre-engagement baseline agreed with the client. Revenue and pipeline numbers are attributed via the client's analytics stack (GA4, Shopify, HubSpot or equivalent). All money values shown in USD, converted at the average exchange rate for the period. Brand and founder names are representative where confidentiality was requested.
Sejauh Mata Memandang had taste. What it didn't have was a brand world consistent enough to make every drop feel like an event. Each collection had been art-directed in isolation, the social feed was a patchwork, and creative testing was a black box. Drops were selling — just not the way the founder believed they could.
We rebuilt the brand as a film studio. A new editorial type system, a unified colour world built around Indonesian indigo and bone, and a motion grammar that carried from 15-second teasers through 60-second hero films down to 9:16 cutdowns. Two cinematic films per quarter, shot to live in 200+ derivative pieces across paid and organic.
Behind the creative was a 200-variant-per-month testing engine. Hook, model, soundtrack, opening frame — all isolated as variables, scored against CTR and sell-through, not likes. Drop choreography was formalised into a 6-week cadence: tease, build, launch blitz, sell-through report.
By the third drop, sell-through was clearing in under 72 hours. CTR across paid had lifted 8.7×, AOV was up, and the brand had a clear cultural footprint in Jakarta, Bali and Surabaya. Sejauh stopped looking like a label and started behaving like a house.
“Our creative used to feel like assets. Now it feels like a film studio. Every drop sells out in 72 hours.”
