Private Banking Permata Bank
Some campaigns ask you to travel far to find truth. This one asked me to build it instead.
PermataBank Private came to us with a brief rooted in legacy. "Everlasting Value: Honoring the Past, Building the Future" wasn't just a tagline, it was a philosophy about what private banking actually protects. Not just wealth, but the life that wealth is meant to serve. My job was to translate that into three distinct visual chapters, each one a different facet of the same man: himself, his family, his work.
We decided early that authenticity would come from control, not location. So we built the world inside Ruang HIRA, our own studio. A waterfront scene with golden light and a beanbag chair for quiet reflection. A dressing room warm with morning light, where a father adjusts his son's bow tie before what looks like a wedding. A private study lined with books, leather, and the particular hush of old money, where diligence looks like a man alone with his coffee and his ledgers.
Each set demanded its own emotional temperature. "You" needed stillness, the kind of peace that only comes after years of hard work finally paying off. "Your Family" needed warmth, an unspoken tenderness between generations. "Your Business" needed gravity, the quiet integrity of someone who built something real. Lighting had to shift completely between each, from golden hour softness to intimate interior glow to the amber weight of a private library. Building all three environments under one roof meant we could move between them with precision, adjusting mood without losing momentum.
What struck me throughout the shoot was how much restraint the story demanded. No grand gestures. No performance of wealth. Just a man reading by the water, a father's hands at his son's collar, a cup of coffee going cold beside an open book. Luxury, in this campaign, wasn't about excess. It was about earned stillness.
By the end, we had three images that didn't just sell a private banking service, they sold a philosophy about time, legacy, and what it means to actually enjoy what you've built. That's the kind of story advertising photography in Jakarta rarely gets to tell with this much patience.
Adhitya Himawan
Co-founder and photographer of HIRA Imaji, Jakarta.