Spotify: BIRDY - Hello I am Jeng

Spotify • BIRDY • "Uncaged"
In which we conceptualised, shot and launched an MV in 2 weeks

Elusive. Introverted. Reserved. Sometimes, an Internet meme.
Pamungkas was Indonesia's No. 1 streaming artist on Spotify in 2022. With a 1M following. And a coming of age album "BIRDY" to release.
Our Challenge
Everyone knows his music.
But no one truly knows him.

So we "uncaged" the artist
But putting him in a cage. Quite literally.
Since birds were the metaphor for the inner child he's setting free.
On top of putting Pamungkas in a cage
We also put him up on the screens of New York City.
And pulled a prank in the middle of his promo for a horror podcast
Scrub to [ 0:46] for the blooper.
Watch the full interview here
Behind the scenes
Fun Fact 1: We built the bird cage with the same structure that's used to contruct the dome of a mosque.
Fun Fact 2: Pamungkas wanted to fly like a bird. So we made it happen.
Fun Fact 3: He had no idea there'd be a kuntilanak on set.
Client
Spotify
Agency • JUICE
Copywriter: Jeng | Art Director: Christie Susanto | Creative Directors: Angie Featherstone, Eirma Webster | Associate Brand Director: Agustine Layocto | Produced by: MAHA Productions | Directed by: Henry Habayahan | Special thanks to Alexa Henry

Spotify • BIRDY • "Uncaged"