The Journey of Fatahillah Azhuri: Transforming Spectator Seats into a Success Stage in the Creative Industry
In 2013, amidst the bustle of academic orientation at the Senayan Basketball Hall in Central Jakarta, a new student sat in the spectator stands. He wore a light blue t-shirt of his own design, featuring a chicken seemingly shouting, “Studying..? Just go to BSI!!”.
Over a decade has passed, and the young man who once could only gaze at the stage from a distance has returned to his alma mater. No longer as a participant, but standing tall under the spotlight as a speaker for the UBSI Motivation Seminar (Semot), recognised as a “Successful Alumnus”. Semot is part of the campus life introduction series for new students at UBorkan UBSI, known as the Creative Digital Campus.
He is Fatahillah Azhuri, an alumnus of the Advertising Communication Study Programme (now Communication Science) at the UBSI Margonda campus, class of 2016. His journey serves as tangible proof that a long, consistent path will never betray its results.
Today, the days of the man affectionately known as Azhuri are spent behind the scenes of Jakarta’s magnificent creative industry. He holds strategic positions as a Producer, Project Manager, and Creative Director at a Production House (PH). The clients he handles are significant, ranging from giant state-owned enterprises (BUMN) such as Jasa Raharja to Pupuk Indonesia.
Not satisfied with merely working for corporations, his creative and entrepreneurial instincts drove Azhuri to establish his own agency. From event management and video/photo documentation to animation production and providing photobooths, everything can be executed by his skilled hands and team.
“The working system adapts to client demands. If they need animation or a videographer, I will gather my team of experts to execute the project. We can handle everything,” Azhuri remarked.
Not Just a ‘Commuter Student’
When asked about the key to his proficiency in managing projects and clients today, his answer lies in his university days. The young Azhuri refused to be a ‘mahasiswa kupu-kupu’—a term for students who only travel between campus and home. He chose a busier and more challenging path.
Armed with his skills, he ventured to apply as an Assistant Instructor on campus, teaching subjects such as editing, animation, and graphic design. This decision not only sharpened his technical skills but also allowed him to become financially independent through the pocket money he earned himself.
In terms of activism, Azhuri also took on significant roles. He previously served as the Chairman of the UBSI Student Senate at the Depok campus (now equivalent to the Student Executive Board/BEM). It was here that his leadership and communication mentalities were forged.
“The campus was a place for expression. The experience of being Senate Chairman allowed me to frequently meet new students, institutions, and lecturers. That is where my networks and communication skills were built, which continue to this day,” he recalled with a smile.
Navigating the Waves of Technology
One factor that has enabled Azhuri to survive the harshness of the capital’s creative industry is his ability to adapt. He is aware that times are constantly changing. He recalls the era when graphic design relied heavily on CorelDRAW, shifted to the Photoshop era, and has now moved into the instant era of Canva.
For Azhuri, the burgeoning prevalence of Artificial Intelligence (AI) is not a threat, but a wave to be ridden.
“As humans, we must be smart enough to adapt. Especially with the existence of AI technology today, we must utilise it. This technology helps us to remain resilient and sustainable in both business and professional worlds,” he asserted.
Now, every time he holds the microphone and looks out at thousands of new UBSI students, Azhuri remembers his past self. He understands the pressure of crafting words to ignite the spirit of the next generation.
Concluding his story, Azhuri left a message reflecting his entire journey: “University is a vital moment for exploration. Do not just focus on absorbing the material; take the opportunity to expand your friendships, join organisations, and seek experiences interacting with people outside. These are the things that will be immensely beneficial in the professional world later.”