Creative Minds: Fachrul Rizal considers advertising his kitchen

Name: Fachrul Rizal

Place of origin: Bogor, Indonesia

Places lived and worked: Jakarta, Indonesia

Pronouns: He/him

CV:

• Creative director, Dentsu Creative Indonesia, 2022-present
• Associate creative director, Dentsu Isobar, Indonesia, 2020-2022
• Creative group head, Ambilhati, Indonesia, 2018-2020
• Head of art & design, The Headliners, Seoul, 2016-2018
• Art director, Y&R Indonesia, 2014-2016
• Art director, Energy BBDO, Indonesia, 2012-2014.

1. How did you end up being a creative?

I always dreamt of becoming a chef. But my mother feared that if I went to culinary school, I would end up working on a cruise ship and face a ‘Titanic’-like disaster. Turning my focus elsewhere, I found the world of visual and communication design. Oddly enough, advertising feels a lot like the kitchen of a famous restaurant—fast-paced, collaborative, and creative. In the agency world, much like in a top kitchen, you train under great “chefs” (creative directors) and refine your craft while pushing for that perfect dish. I fell in love with this industry because of its environment where ideas are created, tested, and perfected. Advertising became my kitchen.

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

CurrenSHE for OCBC NISP brought home the first-ever Spikes Asia metal for Dentsu Indonesia. It felt like watching your team win their first Michelin star.

What makes this campaign even more personal is that it is inspired by something I have observed at local markets. Hardworking women run small businesses and work tirelessly, but lack access to financial opportunities. We used AR to connect them with the financial support they have long been excluded from. In a way, it was like turning everyday banknotes into a secret ingredient, helping these women become warriors for their future, just as they have always been for their families.

Seeing that insight come to life and knowing that it resonated with so many others felt deeply rewarding.

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

A campign that really impressed me early in my career was Sound of Honda / Ayrton Senna 1989 by Dentsu Tokyo. Senna was my childhood hero, and here they were, bringing him back to life using data, sound, and lights! It blew my mind. It was like watching your favourite action figure come to life, only cooler. The way they recreated Senna’s iconic qualifying lap through tech wizardry and incredible attention to detail felt like magic. Even today, pulling off something like that would be a challenge. It showed me early on that when you mix big ideas with a lot of heart, you can create something unforgettable. It was one of those "I want to do that" moments for me! 

4. What kind of a student were you?
The kind who got easily bored and couldn’t sit still for long. Kinesthetic to audio, if I had to self-diagnose. I needed to move around or hear things to stay engaged. Sitting still for long lectures was definitely not my style.

5. What’s the craziest thing you have ever done?

I made an impulsive decision to hop on a scooter and ride over 1,800 kilometres from Jakarta to Kelimutu. Just me, a friend, and a scooter, crossing seas and hopping islands like it was no big deal! We rode through Java, Bali, Lombok, and even East Nusa Tenggara, jumping on ferries, making new friends along the way, and seeing parts of Indonesia that most people don’t even think about—wild, exhausting, and completely worth it.

6. What is on your bucket list?

Riding a scooter through Italy, of course! Picture this: cruising along the coast, stopping at every seaside seafood restaurant to find the perfect spot. It's all about the journey, the food, and soaking in that unbeatable Italian atmosphere.

7. Tell us about the worst job you’ve ever had

The worst is when a client briefs us with, "I want it to be viral." Just like that! As if there’s a secret viral button we can press! That’s when you know you are in for a wild ride.

8. Tell us about an artist (any medium) that we’ve probably never heard of.

Gunn Kittibanthorn, a Thai bio-designer who turns chicken feathers which are usually discarded as waste into edible protein. It is fascinating how he combines sustainability and food innovation and really makes one rethink how we approach waste. Honestly, it is so creative that it made me look twice at what’s possible in the food industry!

9. What’s your favourite GIF/meme and why?

It has to be the ‘Modern problems require modern solutions’. Why? Because that’s basically me every day! Whether it’s coming up with a campaign idea at the last minute or figuring out how to turn last night’s leftovers into a gourmet dinner, this meme nails it.

10. Early riser or night owl?

An early riser, for sure! It is all part of my diet plan because—let’s be honest—those late-night snack sessions are a slippery slope. I’d rather greet the sunrise than the fridge at midnight.

11. Do you have any recurring dreams?

I wish I could say I have glamorous dreams of travelling the world or cooking with celebrity chefs. The truth is I keep dreaming about showing up to a big event in my pyjamas! It is my brain's way of keeping me humble. Or maybe a sign that I need to pay more attention to my wardrobe.