Knock On Wood, Jakarta
Services: Social Media Reels • Brand Photography & Videography
Role: Creative Lead (Direction, Filming, Editing)
Knock On Wood is a boutique bar in Jakarta with a strong personality — aged wood interiors, expertly mixed cocktails, and a social atmosphere built around good times and craftsmanship. But in a city full of nightlife options, the brand needed a way to cut through the noise online and show not just what they offer — but how it feels to be there.
When it comes to social media, content is king — but consistency matters just as much.
Think of it this way: the moment you start a brand, you are essentially invisible online. You have no digital footprint. Once you begin posting, you are automatically placed alongside other brands offering similar products or services. If those brands have been active longer than you, your content can easily get drowned out. To counter this, many brands start posting more and more content — sometimes even overposting — only to realise they still are not getting leads. That is because quality content matters too. The online space is crowded, and everyone is fighting for attention.
For this project, I was given full creative control over a shoot that lasted almost a week. I met with the founders, the bartenders, and the team to propose a five-to-seven-day content strategy focused on creating a series of videos. The goal was simple: experiment with different styles, genres, and approaches first, then slowly narrow things down over time. The series that performed poorly would be removed, while the ones that resonated would continue growing.
Think of it like a test. At the beginning, we do not know what type of content works best for the brand, so through trial and error, we slowly find the answer.
I divided the content into several categories:
Space Showcase / Real Estate Style
Highlighting the venue itself to attract event bookings and showcase the atmosphere of the space.Team Showcase
Bartenders mixing drinks, interacting, and having fun — creating a stronger human connection with the audience.Special Events
DJs in action, themed nights, and behind-the-scenes moments that invite customers to experience the events themselves while showcasing the effort the team puts into creating memorable nights.Talent in Action
High-energy, cinematic promotional videos featuring performers and talents — designed to capture attention and create a “wow” factor while reinforcing the brand’s image.Brand Story
Conversational-style videos featuring the head bartender sharing his expertise and experiences, allowing customers to understand the heart of the brand before even stepping into the venue.
At the end of the day, it is all about the “why” behind the brand — the thing that makes people remember you and keeps them coming back. Venues, promotions, and aesthetics can start to feel repetitive nowadays without a strong sense of story, relatability, or emotional connection, especially in today’s overcrowded digital space where everyone is pushing out similar content.
Throughout the process, I regularly checked in with the founders to gather feedback on what was working, what could be improved, and which types of content resonated most with their audience. Social media is always a hit-or-miss game. One day a video goes viral, and the next day another completely flops. Even when something performs well online, the real question is: does it actually bring people through the doors?
So how do we work around that?
We continue creating content that feels human. Content that reflects what the brand genuinely stands for. Content that connects, relates, and resonates with people.
Think human — not just as an industry expert.
Thanks for reading!
Find out more about Knock On Wood, Jakarta
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