Xpeng Indonesia · 2025
Xpeng
Commercial shoot for Xpeng EV — Jakarta cityscape locations, dynamic driving shots.
Mooilux role
Production & Direction
● SERVICE / 06
Creative Direction one visual voice
Campaign direction, visual identity systems, and end-to-end art direction. For brands that want consistency that does not waver across mediums.
● INTRO
A visually consistent brand does not happen because of many guidelines. It happens because one person knows when to say no.
Creative direction is the most intangible service Mooilux offers — and the most decisive. We come in early in a campaign, before a single frame is captured. The job: find the accurate positioning sentence, translate it into visual language, and protect that consistency across every deliverable.
For the Xpeng Indonesia launch, our creative direction covered a 30-second commercial spot, OOH at 12 strategic Jakarta sites, the microsite, and the showroom event experience. Four mediums, one voice. That is the work of a creative director — never to make more, but to protect fewer with greater depth.
We believe creative direction is not about the personal preferences of the art director. It is about finding what is already true in a brand and reinforcing it. Because strong visual identity always already exists — it just needs to be found and given structure.
A creative director's job is not to add ideas. It is to protect the right ideas from being eroded by compromise.
● PROCESS
How we work.
STEP 01
Discovery & Audit
Audit existing brand visuals, competitor benchmark, audience research. Output: positioning statement and visual territory map.
STEP 02
Concept Development
2–3 creative direction proposals with moodboard, key visual sketches, and tone of voice. Together we choose one direction.
STEP 03
Production Direction
Direct production teams (photo, video, motion, web) to execute against brief. On set, reviewing every deliverable.
STEP 04
Brand Asset & Guideline
Brand guideline document, asset library, and handover to the internal brand team for long-term consistency.
● DELIVERABLES
What you receive.
- 01Creative brief & positioning statement
- 02Visual identity system (logo, color, typography, grid)
- 03Brand guideline document (PDF + Figma)
- 04Key visual / hero asset for campaign
- 05Art direction supervision on every shoot
- 06Tone of voice + copywriting framework
- 07Asset library (templates, mockups, source files)
- 08Handover session + brand team training
● SPEC / CRAFT
Technical standard.
Every Mooilux project runs on the same technical discipline. The specs below are our default — flexible to your scale.
Design tools
Figma, Adobe Illustrator, InDesign
Color system
Pantone reference, CMYK + RGB + HEX with per-medium tolerance
Typography
Variable font hierarchy, fallback system, license clearance
Grid system
8-point grid default, modular grid for editorial layout
Asset format
Vector (.ai/.svg), high-res raster (.tiff/.psd), web (.png/.jpg)
Mockup
Real-world mockups (OOH, packaging, digital) for presentation
Documentation
Brand guideline 30–80 pages + Figma source + Notion handbook
Output medium
Print, OOH, digital, motion, environmental, packaging
● PRODUCTION CREW
Crew behind the work.
Profiles coming soon.
Our crew is preparing complete profiles — including showreel and notable works per person.
● EQUIPMENT
Gear we use.
In-house and trusted rental partner equipment we commonly use for this service. Updated regularly.
Camera
BRAND
MODEL
SPEC
Blackmagic Design
Pocket Cinema Camera 6K Pro
Sensor: Super 35 6K CMOS
Canon
Cinema EOS C70
Sensor: Super 35 4K DGO Sensor
Canon
EOS R5C
Sensor: Full-frame 45MP CMOS
Nikon
Z9
Sensor: Full-frame 45.7MP stacked BSI CMOS
RED
Komodo 6K
Sensor: Super 35 6K Global Shutter CMOS
Sony
A7S III
Sensor: Full-frame 12.1MP BSI CMOS
Sony
FX3
Sensor: Full-frame 12.1MP BSI CMOS
Sony
FX6
Sensor: Full-frame 10.2MP BSI CMOS
Lens
BRAND
MODEL
SPEC
Atlas Lens
Orion Series Anamorphic
Focal Lengths: 40mm, 65mm, 100mm (T2 masing-masing)
Canon
RF 24-70mm f/2.8L IS USM
Focal Length Range: 24–70mm
Cooke
S4/i Full Set
Focal Lengths: 18, 25, 32, 40, 50, 75, 100mm
Sigma
35mm f/1.4 DG HSM Art
Focal Length: 35mm
Sigma
Cine 18-35mm T2
Focal Length Range: 18–35mm
Sony
FE 50mm f/1.2 GM
Focal Length: 50mm (Full-frame)
Tamron
SP 28-75mm f/2.8 Di III RXD
Focal Length Range: 28–75mm
Zeiss
Compact Prime CP.3
Focal Lengths: 18mm, 25mm, 35mm, 50mm, 85mm, 100mm (T2.1 masing-masing)
Lighting
BRAND
MODEL
SPEC
ARRI
Skypanel S60-C
Output: Approx 3200W tungsten equivalent output
Aputure
LS 300d Mark II
Output: 300W equivalent, 80,000 lux @ 1m (reflector)
Aputure
LS 600d Pro
Output: 600W equivalent, 105,000 lux @ 1m (reflector)
Aputure
MC RGB
Color: Full RGB, 2000K–10000K tunable
Astera
Titan Tube
Length: 120cm (mirip fluorescent 4ft)
ARRI
M18
Power: 1800W HMI (Metal Halide)
In-house + trusted rental partners Jakarta/Bali.
View All Gear →● FEATURED WORK
Case studies.
Xpeng Indonesia
Xpeng Indonesia — Market Entry Direction
Full creative direction for Xpeng's market entry phase in Indonesia. Coverage spanned positioning copy, Indonesia-specific visual identity, art direction across commercial, microsite, OOH, and the launch event experience. Four mediums, one visual language.
Gatsby Eau de Bold
Gatsby Eau de Bold — Identity & Campaign
Re-direction for the relaunch of a local fragrance with masculine high-end positioning. We built the visual territory, editorial key visuals, and supervised the shoot for nationwide retail display.
● PRICING GUIDE
Investment ranges.
The ranges below help you plan budget. Final quotes are issued after a brief workshop based on your specific scope.
TIER 01 — Starter
IDR 10–25M
What's included
- ✓Brief workshop (2 sessions)
- ✓Mood board + visual reference
- ✓1-page creative treatment
- ✓Visual direction consultation 1 campaign
- ✓2 concept revision rounds
Suitable for
Brand needing creative direction for a single campaign or project.
MOST SELECTED
TIER 02 — Standard
IDR 35–90M
What's included
- ✓Full creative concept
- ✓Storyboard + script (if video)
- ✓On-set art direction
- ✓Shot list + call sheet
- ✓Post-production supervision
- ✓Visual usage guidelines
Suitable for
Product campaign, brand refresh, sub-brand launch.
TIER 03 — Custom
IDR 120M+
What's included
- ✓Monthly creative direction retainer
- ✓Brand visual system development
- ✓Multi-campaign orchestration
- ✓Strategic content calendar
- ✓Dedicated creative team
- ✓Quarterly review & pivot
Suitable for
Brand needing a long-term creative direction partner, not project-to-project.
Custom scope outside these tiers is possible — discuss via contact page.
● FAQ
Common questions.
01Difference between creative direction and a branding agency?
Branding agencies typically focus on identity systems (logo, color, typography). Creative direction is broader — covering positioning, campaign art direction, and supervision across multiple production mediums. We do both.
02Will Mooilux take a logo-only project?
Yes, as part of an identity system package. We do not take standalone logo projects because a good logo always grows from accurate positioning — and positioning needs more than an Illustrator file.
03How long does a creative direction project take?
Campaign direction 6–10 weeks. Identity system 8–14 weeks. End-to-end brand direction 3–6 months depending on scope.
04Can you collaborate with our in-house brand team?
Of course. Many of our projects run collaboratively — we bring an outside lens, they bring internal brand knowledge. A healthy combination.
05Is the brand guideline editable?
Yes. We deliver Figma source + PDF + Notion handbook. The brand team can update directly, or request updates via maintenance retainer.
06Does it include copywriting?
Tone of voice and copy framework are included. Specific campaign copywriting (headlines, body copy, scripts) is an additional service.
● START A PROJECT
Have a creative direction?
Tell us.
A free 30-minute brief workshop. No commitment — just a conversation to make sure we fit.
Contact Mooilux