Oronamin "Vitamin C yang Oishii!"

Some briefs ask for a product benefit. This one asked for pure joy, three friends so energized by a bottle of Oronamin C that gravity briefly stops applying to them. That's a fun sentence to read in a deck and a genuinely tricky thing to deliver on set, because a jump shot either looks alive or it looks like someone standing on a hidden box. There's no in-between.

Vincent Rompies, Desta, and Haruka Nakagawa, still with JKT48 at the time, needed to hit that airborne moment with completely different energy from each other while still reading as one cohesive burst of excitement. Vincent and Desta bring the loose, exaggerated comic timing you'd expect from two people who've spent careers making each other laugh on camera. Haruka anchors the center of the frame with her own gesture, the bottle raised toward camera mid-leap, playful but controlled. Getting three people with three different physical instincts to jump on the same count, over and over, until the timing and expression all landed together, was less about direction and more about repetition. You shoot the jump until the joy stops looking rehearsed.

Lighting leaned hard into contrast on purpose. We built what we called natural light on limbo, flash punching in to mimic direct sun, played against a clean background that let every wrinkle in a jacket and every strand of windblown hair read with real dimension. Nothing about this campaign wanted softness. It wanted the kind of graphic, high-energy contrast you see in Japanese beverage ads where the talent looks lit by summer itself, sharp shadows intact, nothing muddy or flat. We kept the shadows on the limbo deliberately, not burned out, because a jump without a visible shadow underneath it doesn't feel like it's defying anything. The shadow is what sells the height.

Every technical choice fed back into that one idea, three friends, one drink, and a moment of shared elation frozen at its peak. It's a deceptively simple brief on paper and a genuinely demanding one on set, where three completely different comedic and performative instincts had to sync into a single frame of pure, unembarrassed happiness.

Indra Dipta
Photographer of HIRA Imaji, Jakarta.