Work · Branding
Summarecon Mall
Summarecon Mall Bekasi is a lifestyle mall in Bekasi, Indonesia. Ahead of its renovation launch in 2024, Kunkun Visual produced the commercial TVC for the marketing campaign and built the brand identity around it, extending the campaign across social media, editorial print and the mall’s app screens.
About the project
A mall about to reopen has a specific problem: everyone already knows the building, and nobody knows what it is now.
So the campaign is fashion, not architecture. It was shot as editorial, and the identity was built outward from those frames: the TVC first, then the magazine spreads, the social grid, the in-app screens, all cut from the same shoot.
All of it ran before the doors reopened. That was the point. The place had to feel new before anyone could walk into it.
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