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FETCHING CASE STUDY

TORCH PRESTACHILL

Back to School 2026 CAMPAIGN
2026 • Videographer & Video Editor
Overview
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Torch's Back to School 2026 campaign was built on a simple idea: not every win 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.

I worked from Torch's creative direction and handled the execution. 38 videos over two and a half months, across organic social, e-commerce, and paid ads. I shot them, cut them, and graded them.

Duration 2,5 Months
Industry Fashion / Retail
"Creating short-form content for PrestaChill that reminds students to celebrate their small wins."

How I'd describe the assignment

The Challenge

Torch's existing audience was the wrong audience.

Most of the people following Torch were parents buying school bags. This campaign needed to reach their kids, who barely knew the brand existed. Dads pay, but kids pick.

The Approach

[01]

Borrowing trust from the feed, not the brand.

Torch had no recognition with this audience, so the content borrowed it from the platform instead. I tracked what was trending on TikTok that week, brought the formats, sounds, and pacing worth adapting to the team, and shot for whichever one got the green light. The content earned attention first. The brand came second.

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[02]

Matching shots, not the weather.

Changing light and uncontrolled locations meant every shoot looked different. I corrected footage using scopes in Resolve, built a PowerGrade as a consistent starting point, and kept the final grade aligned with the campaign's creative direction.

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Selected Outputs

E-commerce Tie-in

Marketplace Review: Back to School

Product review series for the Back to School lineup, featuring Hyper and Nura unboxing and reviewing marketplace picks.

View on Shopee
Highest Engagement

Bag Theory Eps. 1

Two minutes on how Indonesian school bags changed from the 70s to today.

View on Instagram
17,996 Views
653 Likes
60 Comments
30 Shares
68 Saves
Widest Reach

Product Catalogue ASMR

An ASMR packing video. Everything a student loads up before heading to school. The widest reach in the campaign, though engagement landed below average.

View on TikTok
32,800 Views
113 Likes
1 Comments
22 Shares
35 Saves
Trend-Built Format

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
Same Format, Topic A/B Test

"Guess Who?" Challenge

A guessing game with students. Part 1 was Indonesian public figures, Gibran, Jokowi, Bahlil. Part 2 switched to K-pop idols, and engagement dropped well below Part 1.

View on TikTok
7,978 Views
79 Likes
5 Comments
7 Shares
3 Saves
Smallest Reach, Strongest Message Fit

"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

No paid spend behind any of this, so engagement rate says more here than view count.

38
Videos Delivered
38 videos produced across organic social, e-commerce, and paid ads, all delivered on time.
4.51%
Peak Instagram Engagement Rate
Recorded on Bag Theory Eps. 1, roughly 3.6x the campaign's other 3 Instagram posts, which averaged 1.25%.
453,510
Organic Views
Total views across TikTok and Instagram. No paid distribution.

Process & Craft

Photoshoot in Local Highschool
Shooting Video Content
Editing Process

"Dimas consistently approaches every project with curiosity, initiative, and a strong sense of creative direction. He's collaborative, receptive to feedback, and able to translate ideas into thoughtful, well-executed outcomes."

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

Length didn't hold engagement back.

Bag Theory ran two minutes, long for short-form, and still landed the campaign's highest engagement rate at 4.51%, roughly 2x the next best video. The short-form instinct is to cut for length. This suggests the story earning its runtime matters more than the runtime itself.

Nostalgia gave an unfamiliar brand somewhere to land.

Bag Theory wasn't about Torch. It was about school bag history most of the audience never lived through. It's one video, not proof, but the engagement suggests that gave people a reason to stay before the brand introduced itself.

One editing formula would have flattened the campaign.

A challenge video and a packing video need opposite rhythms. What held the work together was the idea, not the cutting style.

Credits

Strategic & Creative Direction

Production Management

Narrative & Storytelling

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

Post-Production & Technical Execution

Need someone to shoot, cut, and grade it?

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

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