Baratie Creative Studio: From community roots to big brand campaigns

Some of our best creators didn't just come to us, they grew with us, starting as community members first. Baratie Creative Studio is one of those stories.

Based in Indonesia, the three-person team Devin, Ira and Wiryo have quietly built a reputation as one of our go-to creator teams in product photography, videography and UGC. Their work is immediately recognisable: from product styling with soft pastels, gentle light and a homey warmth, to UGC that makes even everyday products feel considered, authentic and relatable.

We first encountered their talent through our monthly creative challenges here at Creatively Squared, and it didn't take long to realise we'd found something special. As long-time community members, they showed up consistently, brought fresh ideas and kept raising the bar with their creativity. It felt natural to welcome them onto our creator team.

Since then, they've gone on to deliver campaigns for brands including Bintang, d program, Closeup and Lifebuoy, always with that signature Baratie touch: thoughtful, on-brand and genuine. They're also the kind of team who go above and beyond without being asked; reliable, generous with their creativity and always finding ways to exceed our expectations.

We virtually sat down with the team to learn more about the people behind the studio and the creative journey that's brought them here.

Let’s chat with Baratie Creative Studio

Hey everyone, I’m Devin from Baratie Creative Studio!

I started out as a digital marketer, creating content for brands mostly in the lifestyle space at first, then gradually moving into skincare and beauty. That’s where I realized visuals shouldn’t just look good, they need to actually work for the brand. From there, I built Baratie Studio as a creative director.

I’m not doing it alone. Ira, our project manager, comes from a public relations background and handles the flow and communication of each project. Wiryo, our photographer and editor, started as a food photographer, so he has a really strong sense of lighting and detail.

Even though we each still have our own day-to-day work, we run Baratie together as a creative studio focused on product photo and video. It all started with small projects and naturally grew into what Baratie is today, creating visuals that are not just beautiful but purposeful.

We mostly focus on beauty and product photography, especially skincare, since that’s where we have the most experience. It’s also where we feel we can create the strongest impact, making visuals that not only look good but also clearly deliver the brand’s message.

But we’re not limited to just one style. With our different backgrounds, we also enjoy exploring other areas like lifestyle or even food-inspired visuals. So yeah, we have our main focus, but we’re always open to trying new things and growing creatively.

Our style is clean, warm, a bit homey, and feminine. We also really like using soft pastel colors, especially since a lot of our clients are in the beauty space. We usually keep things simple soft lighting, clean setup, and a bit of storytelling so the visuals feel natural, not too stiff. So overall, it’s a mix of clean, warm, feminine visuals with pastel tones, something that feels real, but still nicely crafted.

Journey with Creatively Squared

We first found out about Creatively Squared through Instagram. From there, Ira and I started exploring more, checking out the website, understanding the platform, and seeing what the community was about. It felt like something we wanted to be part of, so we decided to join.

What really pulled us in was the monthly challenges. Personally, I find them really exciting because they push me to keep exploring and trying new ideas. Since then, we’ve been consistently joining the challenges not just because we enjoy them, but also as a way to stay engaged and contribute to the community.

Baratie Creative Studio’s creative challenge entries. Source: Baratie Studio

What has been the most enjoyable (or most challenging) project that you have worked on so far in your Creatively Squared journey?

One of the most challenging projects we’ve worked on was Bintang – Sunset Occasions. Funny enough, the hardest part wasn’t the shoot—it was everything before it. This project probably had the longest prep we’ve ever done since 2020.

It was the peak of rainy season in Indonesia, so we spent almost a full week basically becoming part-time weather forecasters—checking forecasts daily and even asking a friend near the location for real-time updates.

The shoot was at Pantai Ungapan in South Malang, about 70 km away (around a 3-hour drive), so yeah…not exactly a quick trip. We came in with two full plans: one if it rained, one if it didn’t. Ready to shoot from morning to sunset, and we even left at 4 AM like we were chasing something important (which we were…the sun 😅). And somehow…everything worked out. No rain, clear skies, and we got one of the best sunsets.

Honestly, shooting sunset at the beach is always a gamble—you can plan everything, but the weather has the final say. But that day, it felt like everything just aligned perfectly…like the universe said, “okay, this one’s on me.”

Baratie Creative Studio’s gorgeous sunset project for Bintang isn’t shareable yet, but here’s another Bintang campaign they delivered. Source: Creatively Squared

Devin and his team are the kind of creative team every brand hopes to work with. They bring so much care, thought, and intention to every shot, striking the perfect balance between creativity, styling, and a deep respect for each brand’s unique personality. Their name, “Baratie,” comes from the word “meaning,” which they say reflects their commitment to bringing extraordinary value to everything they create. I can’t think of a better way to describe them. Their work has a beautiful way of connecting with customers, resonating beyond the image itself, and bringing meaning to every frame. It’s been such a pleasure working with them, and seeing their portfolio grow, evolve, and continue to push creative boundaries with us. Anavi Mangharam, Account Manager

Tools of the trade

Our main setup is a Sony Alpha 3 paired with a Sony FE 90mm f/2.8 Macro G OSS lens—this combo really helps us capture clean and detailed product shots, especially for beauty.

For lighting, we use a mix depending on the needs: continuous lights like Godox SL, studio flash with Godox MS300, and high-speed lighting like the Godox QT.

We also rely on essentials like tripods, reflectors and a wide range of props to build the right mood for each concept. On the post-production side, we mainly use Photoshop and Lightroom. Lately, we’ve also been exploring more hybrid content—combining photography with AI tools like Nano Banana Pro, and even experimenting with video tools like Kling and others to expand our creative possibilities.

What are your favourite props or locations to work with?

We mostly love shooting in the studio, it’s our main playground where we can fully control the setup and experiment with different ideas. Our favorite part is transforming the studio into various setups—like forest, beach, or other imaginative concepts. It allows us to experiment more creatively while still keeping everything controlled and consistent.

Baratie Creative Studio’s creative process

We usually plan everything before the shoot. We create moodboards and storyboards, deciding the lighting, props, and overall look, so the process runs smoothly and doesn’t waste time. But we’re not super strict about it. Once we’re on set, we still like to improvise a bit, trying different angles or adjusting the product placement to get the best result.

To get into the creative zone, we usually start from the basics—research. We look for references, explore ideas, and have discussions with the team to build a strong foundation. And of course…a cup of coffee always helps 😄 During production, we also like to play some music to keep the mood going. Simple, but it works every time.

Baratie is built as a team, and everyone has their own role. Devin leads as the creative director, shaping the ideas and also being hands-on during production. Ira handles everything as the project manager, preparing all the props before the production day, and making sure the whole process runs smoothly. And Wiryo works as our photographer and editor, focusing on capturing and refining the final visuals. So every “perfect shot” is really a team effort, with all of us involved 👍

Finding inspiration

We get a lot of inspiration from creators like Amanda Campeanu, Florence James Collective, Mainstream Multi Media (Brittany + Ryan), and Marrick Media House.

We love how they approach visuals with strong concepts while still keeping everything clean and engaging.

For hashtags, we usually explore things like #productphotography and #commercialphotography to stay updated and discover new ideas.

‍

[#cta]

‍

Top creative tips

Our top tip—especially as a brand content creator and commercial visual studio—is to understand the brand first. Before we shoot anything, we always check their social media to see their style and what they need.

Then we look for what’s missing or what can be improved, and use that as the base for our concept. So we’re not just making visuals that look nice, but visuals that actually fit the brand and have a clear purpose.

We also like to explore a lot of references and keep up with trends. It really helps us come up with ideas faster and makes the creative process much easier when working on client briefs.

Lastly, what’s next for your team?

This year, we want to explore more with AI tools—especially to develop hybrid content that combines photo, AI, and video. At the same time, we also want to grow the creative ecosystem around us, especially in commercial content production here in Malang.

Our goal is to build a stronger foundation for Baratie—not just relying on the three of us, but creating a system and standard that can grow into something bigger over time.

Big appreciation to the amazing team at Baratie Creative Studio! You’ve been a huge inspiration to our community at Creatively Squared and your contributions to our campaigns have truly made an impact.

Follow Baratie Creative Studio on Instagram to see more of their work.