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Novian Arif is an Indonesian Creative Director, Art Director, and artist based in Jakarta.

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His artistic practice began during his college years — sketchbooks, ink illustrations, murals, and a deep curiosity about Minangkabau culture that never left him. When his professional career began in 2016, the practice didn't stop. It ran quietly alongside it.

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Over the past decade he has built campaigns for brands like Honda, Nestlé, Pizza Hut, Mandiri, and Dulux across agencies including Havas, Dentsu, DDB, Ogilvy, and Oliver Agency — while continuing to develop a visual universe rooted in his Minangkabau heritage.

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That universe has a name — Babao, Siti, Sutan, and Sago. Four original characters born from years of sketchbooks, ink illustrations, murals, animations, and sculptures. Four archetypes drawn from the highlands of West Sumatra, wandering through the contemporary world.

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His work spans illustration, character design, brand identity, digital art, and writing. He believes creativity is not a job title. It is a practice — one that compounds over time, deepens with intention, and reveals itself most honestly when no client is asking for it.