Le Minerale Ramadan feat. Irwansyah, Zaskia Sungkar & Ukkasya

Ramadan has a particular quality of light. Something softer, more deliberate. The days move differently. Slower in the waiting, fuller in the meaning. For a campaign set entirely within that month, you don't manufacture the mood. You find it, and you protect it.

Le Minerale came to us with a clear vision: a Ramadan campaign built around family. Not a generic family, but the family: Irwansyah, Zaskia Sungkar, and their son Ukkasya. A household that Indonesians have watched grow, and in some quiet way, feel they know. The casting wasn't just a celebrity decision. It was a statement about what the brand believes Ramadan looks like at its best.

We built the campaign across three distinct moments, each one a different face of the same month.

The first was sahur, that intimate, half-asleep ritual before dawn when the house is still and the table is set for family alone. Shooting a meal scene that feels genuinely domestic rather than staged is harder than it sounds. The light has to be soft without being sleepy. The talent has to feel at home without performing comfort. With this family, the ease was real. Ukkasya, in particular, has a quality in front of the camera that no direction can manufacture. A child's complete indifference to the lens, which reads onscreen as pure authenticity.

The second setting moved them into the world: an airport, mid-journey, the kind of moment that happens to every family during the long mudik season of Ramadan. Travel with a young child carries its own texture: the managed chaos, the small negotiations, the bottle of water that becomes, quietly, a symbol of care and vigilance. Zaskia pointing to the seal on the bottle. That was the brand truth landing in the most natural way possible.

The third took them outside, into the golden hour before buka puasa, the city skyline soft behind them. A mother and son on a bench, unhurried. That particular light, warm, fading, generous did much of the work. My job was simply not to ruin it.

Across all three, the brief held: Kebaikan Mineral Terlindungi. The goodness of minerals, protected. It's a line that works because the family makes it believable. You look at them and you think, yes, this is what taking care of the people you love actually looks like.

- Arza Nursatya, advertising photographer. HIRA Imaji, Jakarta