TORCH PRESTACHILL

Back to School 2026 CAMPAIGN
2026 • Videographer & Video Editor
Overview
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Torch's Back to School 2026 campaign built around one idea: not every achievement has to be big. Getting to school on time, remembering to pray between Mobile Legends matches, making it through the week without blowing your allowance. Those count too. That's PrestaChill.

My role was execution within Torch's creative direction. 38 videos across organic social, e-commerce, and paid ads, shoot to export, over two and a half months and three campaign phases.

The hard part was reach. Torch's audience is mostly millennials, parents who remember what it felt like to carry a backpack to school and now buy one for their kids. But the campaign also needed to resonate with Gen Z, the ones actually wearing it. Two different people, one purchase decision. The content had to speak to both.

Duration 2,5 Months
Industry Fashion / Retail
"Crafting organic short-form video for PrestaChill that reminds students to celebrate their small wins."
The Challenge
[01]
A new audience.

Torch's base is mostly millennials. This campaign needed to reach Gen Z on TikTok without losing the people they already had, and without feeling like a brand trying too hard to fit in.

[02]
The first 3 seconds.

Gen Z skips branded content before it finishes loading. Every cut, every sound, every opening frame had to earn the next one.

[03]
One idea, two different people.

The millennial watching this campaign is a parent, and nostalgia is what moves them to buy. The Gen Z student is the one who has to actually want it. Two different motivations, one piece of content. Both had to feel seen at the same time.

The Approach

[01]

To reach Gen Z.

Before shooting anything, I looked at what was actually moving on TikTok that week. The sounds, the formats, the pacing. Then built the content around it so it felt like it already belonged on their feed instead of arriving from outside it.

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To hold attention.

Different formats hold people in different ways. Challenge content had to land in the first three seconds, so I cut fast, layered SFX, and kept moving between wide, medium, and close. Product content worked the opposite way, slow and close, letting one clean reveal carry the whole video. The format decided the pacing, not a formula.

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To speak to both.

I kept the camera rolling on reactions, not just the action, so the edit had real responses to work with. The kick that missed. The fall. The plain answer when someone won. Most edits cut those out. I kept them in and let them sit a beat longer before moving on. On the nostalgia pieces I graded warm, closer to how a memory looks than how a product ad looks.

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Selected Outputs

Some pieces spoke more to the parent, some spoke more to the student. Together, they covered both sides of the same purchase decision.

Bag Theory Eps. 1

A two minute look at how Indonesian school bags changed from the 70s to today. The highest engagement of the campaign at 4.51%, five times the average.

View on IG
17,996 Views
653 Likes
60 Comments
30 Shares
68 Saves

Product Catalogue ASMR

An ASMR packing video, everything a student loads up before heading to school. The most viewed single video of the campaign at 32,800 views.

View on TikTok
32,800 Views
113 Likes
1 Comments
22 Shares
35 Saves

Fit Check

Students styling the Back to School series, built around a track that was trending on TikTok that week.

View on TikTok
11,500 Views
90 Likes
5 Comments
10 Shares
22 Saves

"Guess Who?" Challenge

A guessing game filmed with students at school. Part 1 has them guessing Indonesian public figures like Bahlil and Prabowo. Part 2 switches to K-pop idols. Unscripted reactions doing the work that a script could not.

View on TikTok
7,978 Views
79 Likes
5 Comments
7 Shares
3 Saves

"Prestachill" Street Interviews

Asking students what actually counts as an achievement. Turns out it's not just trophies, it's saying good morning to your parents, praying on time, or just getting through the week without going broke.

View on TikTok
2,219 Views
30 Likes
2 Comments
15 Shares
2 Saves

The Impact

38
Videos Delivered
38 videos produced across organic social, e-commerce, and paid ads, all delivered on time.
4.51%
Peak Engagement Rate
Highest of the campaign, five times the 0.90% average across all 38 videos.
135,510
Organic Views
Total views across TikTok and Instagram. No paid distribution.

Process & Craft

Photoshoot in Local Highschool
Shooting Video Content
Editing Process

"As a videographer and editor, Dimas was highly collaborative throughout the project. He quickly understood the creative direction, was easy to guide, and consistently brought a clear vision to the final output.

What stood out most was his initiative and creative taste, often coming up with ideas and concepts before they were even requested."

Alfenda Torch
Alfenda Content Video Producer, Torch Translated from Indonesian
Key Insights

The best performing video was the least trend driven one.

Bag Theory had no trending sound, no fast cutting, and ran two minutes long. It still earned five times the engagement of everything else in the campaign. Trends get content in front of people. Something worth watching is what keeps them there.

Nostalgia reached both audiences at once.

The history of school bags was memory for the parent and discovery for the student. Same video, two different reasons to watch. It solved the audience problem better than any single trend format did.

Format decides pacing.

A challenge video and a packing video need opposite treatments. Applying one editing formula across every video would have made half of them worse.

Credits

Strategic & Creative Direction

Production Management

Narrative & Storytelling

  • Ikhsan (Branding Storyteller)
  • Ranna (Fullfilment Storyteller)

Post-Production & Technical Execution

Got the strategy but no one to execute it?

Short-form video at campaign scale, from shoot to final export.

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