BRANDING — ART DIRECTION — CREATIVE — Social — OOH

Agency: Bastion (freelance)

Traveloka required a creative campaign to launch its brand in Australia and promote its all-in-one travel platform across Southeast Asia.

The Brief:

As Southeast Asia’s leading travel platform, Traveloka set its sights on Australia, aiming to shake up a market dominated by sameness. The task? Reintroduce the brand to a new audience—one that’s travel-savvy, budget-conscious, and constantly scrolling.

Traveloka wanted more than just awareness. They needed a bold, memorable creative platform that could instantly communicate their value and stand out in the saturated travel space.

THE CAMPAIGN IDEA:

“Why travel mediocre, when you can Traveloka” flips conventional travel tropes on their head. It’s an unapologetic callout of ‘meh’ travel experiences—bringing humour, irreverence, and energy to a category often bogged down by clichés.

The campaign stretches across a suite of digital-first videos, dynamic OOH, and high-performing social assets, each pushing the Traveloka promise: a smoother, better way to book Southeast Asian getaways.

Visual System:

I created a distinctive modular system—a “bento box” layout—to showcase Traveloka’s multi-layered offering: flights, stays, and experiences, all in one platform. This grid-based approach brought clarity and rhythm to the storytelling, especially on social where scroll-stopping design is key. Each tile flexed responsively across formats—TikTok, Meta, YouTube pre-rolls—creating a dynamic visual language that extended seamlessly to OOH placements in Sydney, Melbourne, Brisbane, Perth, and the Gold Coast.

My Contribution:

As Art Director, I led the creative execution of the launch campaign:

  • Designed the core visual identity for the campaign, building on the brand’s assets and injecting it with a fresh, modular aesthetic
  • Developed the “bento box” concept, a flexible design system used across all media formats
  • Sourced, edited and graded all imagery
  • Collaborated closely with motion, social, and media teams to bring the creative to life across digital and OOH
THE RESULT:

The campaign is still rolling out nationally, but early results are strong. Traveloka’s bold tone and confident visuals helped the brand land with impact—showing Aussies that travel doesn’t need to be mediocre.

“This campaign captures the ease, value, and seamless experience Traveloka brings to travel planning.”

— Bridhe McGroder, Head of Marketing, Traveloka