Creative Minds: Wiwid Kuntjoro, the accidental art director | Analysis

Name: Wiwid Kuntjoro

Origin: Palembang, Indonesia

Living / working places: Jakarta, Sydney, Munich

Pronouns: she she


  • TCP-TBWA Indonesia, Jakarta: Creative Group Leader, Jakarta (2021 to present)

  • Mullenlowe Group / Lowe Indonesia, Jakarta: Senior Artistic Director (2015 – 2021)

  • Lowe Indonesia, Jakarta: Senior Artistic Director (2010 – 2015)

  • J. Walter Thompson, Jakarta: Principal Artistic Director (2004 – 2010)

1. How did you become a creative?

I wanted to be a writer since high school. At university, I studied German literature because I liked (at the time) literature and languages, especially German.

Along the way, I was distracted by a “how to draw comics” book my friend had given me. It motivated me to start drawing and after I graduated I jumped straight into a graphic design course. In this course, I was exposed to advertising and fell in love with it. At the end of the course, I applied to an advertising agency to become a copywriter (because writing was still my number one passion at the time). The agency had two vacancies, one for art director and one for copywriter. I was accepted, but as an artistic director.

2. What is your favorite work in your portfolio?

One of my favorite pieces that I helped create was a campaign for Sorabel (the name was Sale Stock at the time). It is an online fashion store selling trendy clothes at a reasonable price. The idea was “Fashion for the rest of us”. I like the juxtaposition of this advertisement; elegant but so down to earth and real.

3. What is your favorite work created by someone else?

The Australian tourist campaign, ‘Dundee’. I think it’s just great the way they disguised this commercial as a movie trailer.

4. What’s the craziest thing you’ve ever done?

Attend a three-day music festival, then fly for seven hours to another country to attend another three-day music festival. I totally lost my voice on the sixth day but it was totally worth it.

5. What’s on your to-do list?

Attend Broadway shows in New York. I have always been in love with musical theater because I have the impression of being transported to another world with mixed emotions. I watched musicals in five different countries, but never on Broadway.

6. Do you have any secret or strange talents?

I cut my hair myself. I still hate the way other people cut my hair, so I decided to do it myself.

7. What is your guilty pleasure?

Sitcoms. All sitcoms. I usually watch sitcoms when I have breakfast in the morning, and they really brighten my mood for the rest of the day.

8. Person cat or person dog?

Definitely dog. They are more expressive and authentic.

9. What career did you think you had as a child?

Astronomer. I have always been curious about the universe. As a child, I spent hours reading the encyclopedia to learn more about the planets.

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

Secretary in a mining company. I just don’t have the ability to be organized.

11. Any regrets?

I regret not having spent more time with my late father. I was so buried in the work that I didn’t even know he was sick.

In Creative Minds, we get to know the creatives of APAC through their answers to 11 questions, three mandatory and the rest of a long list ranging from serious to stupid. Want to be introduced? Contact us.

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