Overview

The founder of SMTHGOOD approached our Executive Producer to introduce a newly established fashion marketplace startup based in Singapore. During the first discussion, one thing was clear. The features were strong. Some of them were rarely seen in the industry. The vision was bold.

We were interested immediately.

The goal of this first campaign was to introduce SMTHGOOD to the market while clearly highlighting its unique features and positioning. This was not just another fashion app. It was built for inclusivity, sustainability, and community.

We structured the brand launch around diversity. Different talents. Different backgrounds. Different personalities. The message was simple. SMTHGOOD is for everyone. For you. For us. For the future.

Instead of overcomplicating the storytelling, we focused on clearly and confidently showcasing the app’s unique selling points. The film presents the platform as modern, accessible, and purpose-driven.

This project marked the beginning of our long-term collaboration with SMTHGOOD.

What We Do

Project Type
Fashion Marketplace Launching Campaign


Industry
Fashion Marketplace Startup


Objective
Introduce SMTHGOOD to the market and highlight its unique features through a strong brand positioning film.


Approach
We handled the entire production process from concept development to final delivery. The creative direction focused on inclusivity and clarity. Each talent represented different user profiles to reflect the brand’s broad audience.

Every USP was translated visually so the audience could understand the benefit without confusion. We balanced storytelling with feature communication so the video feels human, not technical.

Our team managed casting, talent coordination, wardrobe styling, makeup artist arrangement, production management, and full post production execution.


Services Provided
Concept Development
Creative Direction
Casting and Talent Management
Wardrobe Styling
Makeup Artist Coordination
Film Production
Cinematography
Directing
Producing
Post Production Editing
Color Grading


Deliverables
1 Main Brand Film 60 Seconds in 4K
5 Vignette Videos up to 30 Seconds each in 1080 highlighting specific features

Cast & Crew

EP
Ryanda Dwi Octhora

Director
Aditya Ryandana

Line Producer
Gian Joyson

DOP
Pandu Wiguna

Gaffer
Purwanto Dodi

Assistant Director
Tama

Assistant Camera
Gian Joyson

Props
Gian Joyson

Talent Coordinator
Fidens Glory Seran

VFX Specialist
Arya Bhaskara

Talent Agency
TARS Model Agency

Makeup Artist
Ayu Adiyanti

BTS & Runner
Yogi

Costume and Wardrobe
Dian Putri Bali Mahayoni

Ryanda (Film Roxx’s EP) is by far the best talent that I have worked with on this platform. Energetic, resourceful and full of excellent ideas, he and his team conceptualised, created, cast and shot six campaign videos for my brand. All the videos are incredibly well-received. Ryanda takes huge pride in his work. Case in point that we had an issue with a model who was cast wrongly. Ryanda and his team took it upon themselves to recast and reshoot the needed scenes completely with no incremental costs. We are expanding our scope with him and looking forward to a fruitful and long-term collaboration.

Tony K. | Founding Director of SMTHGOOD