BCA / 2024
myBCA × Jakarta Doodle Fest 2024
A university brief became a merchandise launch at Jakarta Doodle Fest.
What needed to change
myBCA wanted to reconnect with an arts-and-design audience in a way that felt useful and credible.
What we noticed
Young artists need more than exposure. They need a real brief, mentorship, production constraints and somewhere for the finished work to meet the public.
What we decided
Turn the partnership into a university assignment and mentorship programme, then give the winning work a contextual retail debut.
What we made
A student merchandise programme, production journey and minimarket-style festival booth where the work could be discovered and collected.
What happened
BCA published the winning work, and Pradita University documented its students’ participation and first-place result.
My part
My team proposed the programme and retail concept. I worked closely with BCA to get the partnership made and oversaw the work from programme design to the live experience.