selected
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portfolio
2025

New York-based creative marketing specialist with 6+ years in the music biz, specializing in storytelling-driven campaigns and music market localization in SEA—a powerful, often overlooked region with major industry trigger cities. The force behind launching, shaping, and localizing a K-pop leading company in Indonesia, crafting cultural bridges, and locking in game-changing collabs across Asia.

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Social Media Creative Direction & Mgmt

SM Entertainment was the pioneer of K-pop, one of the biggest entertainment labels in Asia. Expanding this legacy, SM Entertainment Indonesia was created to connect with the country’s passionate fanbase—and that’s where my journey began.

For 4.5 years, I built @smtown_idn’s digital presence from scratch, crafting a strategy that resonated deeply with the local audience through visual storytelling, cultural nuance, and interactive engagement, blending data-driven insights with an authentic humane understanding.

We didn’t just localize content—we made it feel like home for the K-pop community. We familiarized SM Artists with general audiences and closed the existing communication gap. In 1.5 years, we hit 1 million followers from zero, with an engagement rate surpassing SMTOWN’s global account.

@smtown_idn social media management: artistic direction, artist promotional campaign planning, copywriting, graphic design, video editing, social listening, analytics

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Content Production

Initiated AweSM Corner, a localized content series designed for SM artists promoting in Indonesia. More than just an interview segment, it became a powerful campaign tool for release strategies, offering fans exclusive, culturally relevant content.

I managed the entire production process—from ideation, scriptwriting, and directing to videography, editing, and motion graphics—ensuring that each episode felt fresh, engaging, and tailored to the Indonesian audience.

<SUPER JUNIOR Chooses Their Indonesian Names - AweSM Corner>

Led a fan-driven digital campaign for Super Show 8 in Jakarta (2019), using #NamainSUPERJUNIOR on Twitter and Instagram to engage tens of thousands of fans. The campaign invited fans to suggest Indonesian names for the members, and the chosen names were revealed in this special AweSM Corner segment, filmed backstage. SUPER JUNIOR picked their names live, creating a fun, interactive moment between the group and their Indonesian fans.

1.2 Million streams on YouTube
91k likes on YouTube
4.2k comments on YouTube

322k views on Instagram
121k likes on Instagram
4.8k comments on Instagram

<WayV’s Coffee Shop - AweSM Corner>

Building on the success of the SUPER JUNIOR campaign, I replicated a similar activation for WayV's visit to Jakarta in 2022. We created a Chinese-Indonesian style Warung (stall) with localized elements and role play, where the WayV members acted as the stall owners. The unique concept was well-received regionally (gaining engagements from fans in neighboring countries), becoming one of the most viewed episodes of AweSM Corner.

1.9 Million views
365k likes
9.1k comments

<SUPER JUNIOR-D&E - Flirting in Indonesian 101>

I took the typical flirting catchphrases to the next level by having SUPER JUNIOR-D&E learn and teach the art of crafting flirty phrases in Indonesian. Instead of just reading scripted lines, the members got hands-on with creating their own flirty words. We added a playful twist by incorporating the tacky style of provincial truck bumper stickers commonly seen in Indonesia, making the segment both humorous and very localized.

244k views
105k likes
2.5k comments

<WayV’s KUN&XIAOJUN - Learning Indonesian Nursery Rhymes>

288k views
184k likes
4.2 comments

<WayV’s TEN&YANGYANG - Childhood Nostalgia>

139k views
80.2k likes
278 comments

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Artist Branding Consultancy

During my two-semester internship at TMWRK Management (under AEG Presents) in NYC, I worked on creative rebranding projects for artists on the roster, helping them recalibrate their visual identity, storytelling, and audience perception.

I developed a custom branding formula, blending strategic insight with artistic authenticity, guiding artists in defining their core DNA—from their sonic and visual identity to their social media presence.

Rebranding Proposal Miles Miller and Lance Roark

My approach ensured that every touchpoint, from aesthetic choices to audience engagement, aligned seamlessly with their artistic vision, creating a personal brand that felt organic yet impactful.

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Music Videos: Turning Sound into Story

Blending my passion for audial and visual arts, I have been deeply involved in creative direction and editing for music video projects.

Andira Jatuh Yang Sejatuhnya

Creative Director and Scriptwriter

TV On The Radio Staring At The Sun (Lyric Video)

Color Grading

Sierra Hull Come Out My Blues (Lyric Video)

Animations

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Brand Video Campaigns

Translating more commercial marketing objectives into a visual form. Worked mostly with women's brands: fashion, makeup, and fragrance.

Project A Scentderland <Arabella>

Creative Director and Editor
2023

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Graphic Design

Designing for music and events branding feels to me is about capturing a sound, a moment, or an energy and translating it into something visual. Whether it’s logos, admats, or promotional assets, I focus on creating designs that don’t just look good but feel right, making sure they tell a story and connect with the audience in a meaningful way.

Design 1 Noeline Hofmann Alberta Tour 2024 | TMWRK

Design 2 TV On The Radio Surprise Show @ TV Eye 2024 | TMWRK

Design 3 Stephanie Lambring Tour 2024 Admat | TMWRK

Design 4 Memorabilia Tour | Personal

Design 5 Damaris Bojor “Folkpirana” Listening Party 2025 | TMWRK

Design 6 <Spun> Wavves Vinyl Gatefold Packaging 2025 | TMWRK

Design 7 Panda Bear x Toro Y Moi Moving Tour Admat | TMWRK

Design 8 Club Kito - DEYA ft. Nonso | TMWRK

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Photography

Stage Photography

CHOI SIWON <PERFECT DATE: JAKARTA FAN MEETING, 2019>

SUPER JUNIOR-D&E <SUPER KOREA FESTIVAL, JAKARTA 2019>

TVXQ <CIRCLE TOUR, JAKARTA, 2019>

SUPER JUNIOR - <THE SUPER SHOW 8 JAKARTA, 2022>

NCT DREAM <THE DREAM SHOW: JAKARTA, 2020>

LAIR @ SXSW, AUSTIN TX 2024

Editorial Photography

Couple Photograpy

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Offline Event Organizing

2025 Memorabilia Berdisco Vol. 1

Venue:
The Brooklyn Monarch
Meadow St
Brooklyn, New York

My roommate Yealinzka and I just pulled off Memorabilia Berdisco, a new project I’m co-creating with @memorabiliatour and @disc0nesia to bring back Indonesia’s golden era of funk, disco, pop, and psychedelia.

Our first night at Brooklyn Monarch on August 10th was a hit with 200 people showing up to eat, play, dance, and groove. We had Chandni Servia (NYC), Titto (Boston), Jimmy Lim (Boston), and Disconesia (DC) spinning everything from disco/funk, R&B, house, dangdut, to experimental sounds (all Indonesian talents based in the NE). And because you can’t call it an Indonesian celebration without them, we went all in on the games: tug of war, krupuk eating, sack races. Even people who’d never seen a krupuk in their lives were suddenly locking into the game like their life depended on it.

With limited representation of Indonesian culture in the U.S., we wanted to bring its pop culture, especially music and entertainment, into the spotlight. Indonesians in NYC often live in separate circles, and we wanted to crack that open and build an inclusive space where everybody: students, families, professionals, artists, archivists, random curious friends with different interests and backgrounds, could actually collide. Any bigger representation has to start with a more connected Indonesian diaspora in the city.

2024 Memorabilia

Venue:
Two Brothers Fish & Chips - Lucky’s Jamaican and Caribbean Food
897 Broadway
Brooklyn, New York

Took a personal project to the next level, teaming up with my roommate to turn a Caribbean restaurant across our place in Bushwick into a living memorabilia—an exhibition of our lives in retrospect, complete with miniature recreations of our bedrooms as the centerpiece.

Wrapped it up with an Indonesian disco karaoke night, transforming the space from a nostalgia-filled gallery into a full-blown dance floor.

We did a whole Instagram page and proper publications and branding for this event. Check it out here.

2023 Iftar Jazz NYC

Venue:
The Consulate General of the Republic of Indonesia
E 68th St
New York, New York

Ramadan has become an integral aspect of Indonesian culture, celebrated with fervor and zeal throughout the nation regardless of culture and beliefs.

I decided to host this special event, bringing back the tradition of "Ngabuburit" to New York City as people gather before breaking fast to enjoy a delightful jazz quartet performance showcasing NY-based Indonesian jazz talents, accompanied by enticing moving visual arts. Attended by more than 50 people, tickets sold out in a day.

2023 SM Entertainment Indonesia 4th Anniversary

Venue:
KWANGYA JAKARTA (SMTOWN Indonesia Merch Flagship)
Lotte Shopping Mall,
South Jakarta,
Indonesia

Led the 4th-anniversary online/offline campaign for SM Entertainment Indonesia, coordinating a multi-faceted celebration that united fans, artists, and influencers. The campaign’s impact included:

345 singing cover online submissions
221 dance cover online submissions
3,213 event raffle sign-ups
22,000 voluntary responses for market research
A flagship store opening attended by over 15 key opinion leaders, including top-tier Indonesian celebrities, artists, and influencers

2017 Korean Culture Day

Venue:
Balairung Universitas Indonesia,
Depok,
West Java,
Indonesia

Led the creative direction and branding for Korean Culture Day (KCD) Indonesia, a festival that draws 5,000+ visitors annually, growing each year to become the largest non-concert Korea-focused festival in Indonesia by 2017.

For its 9th edition, I rebranded the festival with a more urban, creative, and experiential concept—"Sunsational Getaway"—a celebration of Jeju Island’s tourism and its summer charm. Hot, and fresh.

With cohesive visual storytelling, elevated branding, and interactive on-site experiences, The 9th KCD became an immersive escape—transporting visitors into the vibrant essence of a Korean summer.

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Songwriting & Performance Credits

My passion for the executive side of the music industry is deeply rooted in my love for music performance and creation.

I’ve written songs for my own records and co-written for various collaboration projects.

🔗 [Listen to the full catalog here.]

“Bangun, Bajingan!” <Wake Up, Bastard!> Original soundtrack for “Vengeance Is Mine, All Others Pay Cash”

One of my notable works (composition and sound recording) was nominated for Best Soundtrack at Festival Film Indonesia (FFI), while the film itself won the Golden Leopard at the Locarno Film Festival, Italy (2021).

© Rubina Winnie Miranda

Follow: Instagram, Spotify

RUBINA MIRANDA Creative Strategies Artist Branding Art Direction Social Media Management Event Organizing

Instagram, Spotify

RUBINA MIRANDA
Creative Strategies
Artist Branding
Art Direction
Social Media Management
Event Organizing