Razi Thalib

Razi Thalib is a well-known digital marketer in Indonesia, but for this personal branding project, the content direction was intentionally shifted beyond digital marketing. The goal was to build a stronger presence among younger audiences, especially Gen Z, by sharing thinking frameworks, perspectives, and practical ideas that are relevant to their daily life and decision making. Since the personal brand was still being developed, the challenge was not only about editing videos, but also finding the right positioning, value proposition, and content themes that felt specific enough for Razi’s broad range of knowledge. Together with the team, we continuously tested different topics, formats, and angles to discover which ideas were the most suitable for social media. One of the main challenges was translating complex thoughts into content that felt more approachable. Razi’s way of explaining ideas can be deep and layered, so my role was to help simplify the message without losing the core meaning. I was involved in shaping the content treatment, suggesting more relatable topics, directing the language style, assisting during recording, and editing long explanations into concise, clear, and engaging short-form videos. The editing approach focused on fast paced, clean, and compact storytelling. I designed stronger hooks, tightened the flow, removed unnecessary parts, and shaped each video so it could feel easier to understand, less rigid, and more relevant to current conversations among young audiences. As a result, the content became more approachable, the language felt less formal, and the topics became more aligned with what Gen Z could relate to on social media.