Creative Minds: Basti Chendra on harnessing creativity to transform lives

In Creative Minds, we ask APAC creatives a long list of questions, from serious to silly, and ask them to pick 11 to answer. (Why 11? Just because.) Want to be featured?

Name: Basti Chendra

Origin: Jakarta, Indonesia

 

Places lived or worked: Singapore and Jakarta

 

Pronouns: She/her

 

CV:

 

Regional creative & strategy lead, I+C, Burson, Jakarta (2024-now)

VP of creative, Lazada, Jakarta (2021-2023) 

Group creative director for AMEA, Vice & Virtue, Singapore (2020-2021) 

Creative director, JWT, Jakarta (2011-2020) 

Art director, DDB, Singapore (2009-2011)

Jr. Art director, BBDO, Singapore (2008-2009)  

 

1. How did you end up being a creative?

 

I've always loved art since I was a baby. I went to school in Singapore for Fine Arts, dated a photographer and joined him working with advertising agencies a lot. This sparked my interest in the ad world, and I became a creative because I wanted to make an ad like Dove's "Real Beauty."

 

2. What's your favourite piece of work in your portfolio?

 

My work with Sunsilk Thailand for trans women like me. Helping people with my work is what really motivates me. 

 

 

3. What's the one piece of work you most wish you'd done?

 

Right now I'm obsessed with this work from Jung von Matt Hamburg. It's so simple, so smart, so effective, and yet still so sassy at the same time.

 

 

4. What kind of student were you?

 

Lazy, but because of my laziness I've always found ways to do the most with the least effort.

 

5. What's the craziest thing you've ever done?

 

Gone to Europe on my own on a whim for a month!

 

6. What's on your bucket list?

 

I really want to go and watch Rupaul's Drag Race live in Las Vegas. 

 

7. Who's on your dream dinner guest list?

 

Lady Gaga, Amanda Lepore, and Pedro Pascal.

 

8. What advice would you give to 10-year-old you?

 

Be fearlessly you, those haters won't matter. 

 

9. Tell us about your tattoo(s)

 

I've got a galactic squid (my childhood imaginary friend), a Bjork, four doves, three lotus flowers, one four-leaf clover, a blue "V", and a blunt of weed. 

 

10. Tell us about a charity or cause you think needs more attention.

 

Any organisation that helps transgenders to get into the workforce.

 

11. What app could you absolutely not live without? What app do you wish you could delete?

 

I cannot live without YouTube. Conversely, I would definitely delete my email work app if I could.