Knock On Wood, Jakarta
Social Media Reels and Brand Photos
I spent a week in Jakarta, Indonesia, to meet the team behind Knock On Wood and to plan and film content for their social media pages. It was a fruitful experience working alongside their dedicated bartenders.
The goal was to create a series of portrait-sized videos for their social media to promote the bar and increase engagement, viewership, and reach. First things first—when it comes to projects like these, it’s important to highlight the unique features or selling points that set them apart from other bars. Since Jakarta is huge, the competition is definitely much higher. Knock On Wood specialises in storing their fresh cocktail mixes in barrels, which creates an aged and distinctive taste. On top of that, the interior of the bar is designed to reflect the brand name “Knock On Wood”; everything feels woody, warm, and aged—creating the perfect atmosphere if you’re looking to hang out with friends, dance the night away, and enjoy their aged cocktail creations.
Every piece of content was built around the idea of the barrel, highlighting what they specialise in and helping them stand out. Once we established this direction, everything flowed smoothly. We created a wide range of videos:
Interior Showcases – Allow the audience to get an inside look at the space, including who they can bring, the kind of feelings and atmosphere to expect, the available drinks, and the overall environment. It also allows viewers to consider booking the space for events or special occasions.
Bartenders in Action – Straightforward shots showing off their skills, cocktail mixing, and stunts. This helps the audience get to know the faces behind their drinks, creating a more human and emotional connection.
Storytelling – We featured the lead bartender sharing the story of how the brand was born, along with meaningful insights into why people should try their drinks—from the taste to the connection behind each creation.
Features with Female Talents – Eye-catching, advertisement-like videos designed to entice the crowd, highlight the bar’s features and style, and create a luxurious and warm atmosphere that people can look forward to.
Additionally, they constantly post raw candid moments of their patrons having a blast—dancing and drinking the night away. I believe it’s important for brands to document these candid moments, even better when filmed on their own phones. Doing so gives audiences a straightforward, authentic glimpse of what to expect when they visit.
High-quality videos also play a crucial role. Since social media is one of the most consumed forms of content today, we need to capture people’s attention quickly. These high-quality, cinematic videos not only achieve that but also create a strong first impression, showing customers and potential sponsors how much effort the brand invests—both financially and strategically—into their content. It helps sponsors trust the brand, knowing that if they partner with a business that hires professional photographers or videographers, their sponsored posts or items will be showcased properly and not neglected.
Lastly, I couldn’t have done this without the team—the bartenders. Everything ultimately comes down to the dedication each teammate has. Their close-knit bond truly shows, and it will shine through to anyone who visits their pages.
Find out more about Knock On Wood, Jakarta
Instagram
