Chalif Rafi
Senior Strategic Planner · Jakarta
I work at the intersection of brands and the cultures people care about. From fashion and editorial to communities and music, I connect observations with ideas—and ideas with something people can take part in.
Part strategist, part creative, part “sure, I can handle that.” My work moves between strategic planning, copywriting, design and creative curation—connecting art, storytelling and business needs.
“Helping people see
ordinary things differently.”
Strategy, campaigns & creative work
2021–2025
Keeping the conversation moving.
Build brand and product talkability to attract new users and re-engage lapsed users.
Strategic planning for retained social media maintenance, supporting continuity across digital activity.
View in portfolio PDF ↗
Sport heritage meets contemporary lifestyle.
Introduce Mizuno Sportstyle, available exclusively at Our Daily Dose.
KOL and media amplification supported a launch experience with a talk show, DJ sets, sneaker giveaways and in-store activations.
View in portfolio PDF ↗
Turning a city stop into a cultural destination.
Generate conversation around the ASTRA and Yessiow collaboration at Halte Bundaran HI ASTRA.
Shareable branding across approved TransJakarta spaces, paired with a second-floor installation and music activations.
View in portfolio PDF ↗
From fandom to everyday finance.
Build engagement and support conversion for the LINE Bank and BT21 partnership.
A launch journey from awareness to conversion, amplified by a karaoke party with Friday Noraebang at M Bloc.
View in portfolio PDF ↗
A story about what commitment takes.
3M+ views across three episodes
Create conversation around CMK’s “Kapan Nikah” campaign while approaching marriage with care.
A three-episode mini-series exploring love, sacrifice and long-term commitment, starring Amanda Rawles, Axel Matthew Thomas and Muhammad Riza Irsyadillah.
View in portfolio PDF ↗
A collaboration people could step into.
300+ visitors
Build excitement for the collaboration through an on-ground launch.
Ideation and delivery of a pop-up at Suasana Kopi Gandaria, bringing the collection into a familiar South Jakarta gathering place.
View in portfolio PDF ↗
Styling a conversation around #InfiniteCoolness.
Bring #InfiniteCoolness to youth audiences and create conversation around culture.
Fashion styling for the SHVR x Dominate collaboration.
View in portfolio PDF ↗
From concept to the final look.
Creative collaboration between Round Two and USS.
Concept development, project management and fashion styling.
View in portfolio PDF ↗
Giving emerging art a bigger stage.
Build excitement for the Go Ahead Challenge.
A partnership with Pop Hari Ini, focusing the nationwide competition on art and inviting artists to participate.
View in portfolio PDF ↗
Building a social presence from scratch.
8,000 organic followers in 3 months
Establish a social media blueprint for The Coffee Academics Indonesia.
Development of the initial social media blueprint and account growth.
View in portfolio PDF ↗
Japanese identity, local varsity culture.
Sold out in 3 days · IDR 1.5M per jacket
Build brand awareness for Oronamin C through a culturally relevant collaboration.
A varsity jacket collaboration connecting the brand’s Japanese identity with local fashion interests.
View in portfolio PDF ↗Project roles and results from Profile Compendium 2026.
Increase in Mr. DIY’s Instagram and TikTok reach in under a year, reported in 2024.
Viewers at the Matahari x Fadil Jaidi TikTok Live following the Lebaran content campaign in 2023.
Views across three episodes of CMK’s “No Ordinary Love” series, reported in 2022.
2024 Trendspotting and content strategy around running, football terrace culture and dad-shoe aesthetics, alongside work for Mr. DIY, GOJEK and Porto X Footwear.
2022 Contributed to USS’s evolution from a sneaker bazaar into a lifestyle festival, building relationships with Round Two, BBC, The Hundreds and Hot Sauce.
2021 & beyond Work around thrifting, varsity jackets and sneaker culture through USS Feed, plus a contribution to JSD’s shift toward a broader lifestyle bazaar.
Results as reported in Profile Compendium 2026.
Brand-building, editorial,
community and sound.
Different courts.
Same energy.
A tennis community connecting sport with fashion, music and art. Founded in 2025.
Nothing is finished.
A Jakarta clothing project exploring slow fashion, archival references and artisanal distressing.
What moves culture.
What builds a brand.
An editorial platform exploring culture, fashion and the business of building brands.
Boogie. Funk. Disco.
And everything in between.
A musical pursuit moving through disco, funk, rare groove and sounds beyond genre boundaries.
USS Networks — Bureau, Agency Division
I do whatever my boss asks, then ask enough questions to understand why.
Joined as Strategic Planner in April 2021.Blueprint Destinations
Ask anything, learn something, make it work, repeat.
Infia Media Pratama
My job description changes every week. Fortunately, so do my skills.
Parasite Indonesia
I turn “Can you handle this?” into “Sure, let me learn how.”
National Space Agency
Maris Store
Chalif Rafi
Strategy, culture & creative direction.