Geura
Brand: LR Studio | Fashion | Creative Direction, Visual System
Background
LR Studio needed creative direction for their Raya collection with one brief: make it feel like home. The risk was obvious, every brand releases a Raya campaign, and most look the same.
Insight
Home isn't just a place. It's a feeling people struggle to name. On social media I kept seeing comments on carousels of old bedrooms and childhood objects, "so familiar," "I don't know why but this is so nostalgic," "there's a weird feeling, like I miss something" from people who couldn't explain what they were feeling. That unexplainable familiarity is what home actually feels like in adulthood. Something you've lost without noticing.
Solution
Segeura Pulang (Coming Home ASAP). A campaign built around the things you find in your grandmother's storage room. Lace decorations, postcards, old papers, filmed records, antique objects, an overgrown garden. Familiar textures that don't explain themselves, they just make you feel something you recognise.
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Blending nostalgia with a present-day sensibility, this work revisits classic typography and delicate ornaments reminiscent of our grandmothers’ collections. Touches of lace echo the textures of childhood, wrapping the piece in warmth and familiarity. It lives in our memory, where culture feels strong, and even the scent of paper carries the meaning
of home.
Saroeng patterns are introduced as a cultural accent, marking the spirit of Eid through an Indonesian lens.
The stop-motion piece builds a visual story shaped by light, shadow, hand gestures, and the warmth of a backyard setting, echoing moments of returning home to family.
Quisha Zata
quishazata.com