An animated Eid al-Fitr greeting card for Bukalapak, an Indonesian e-commerce company.
It’s Eid tradition to do what’s called mudik, a mass homecoming where Muslims from all across Indonesia to travel to their hometowns to spend time with their extended family, bring gifts, and have a grand feast. The covid pandemic, however, has made that incredibly difficult.

The obvious thing to do is to make a story about how companies can help bridge that gap, and our competitors have done so. We wanted something a little different, especially with that signature Bukalapak irreverent charm, so the angle was “f*ck the covid restrictions, just travel!” with the joke being that it’s your package that’s travelling, not you.

To contrast with the typical “warm” approach to Eid our competitors were using, we wanted something chaotic and energetic. The anthropomorphic box would not only sport a mask as it travels through a covid-ridden city, but also trudge through a volcanic thunderstorm, shark-infested waters, an alien invasion, even a kaiju attack!

Music played a role as well, with the contrast between the typical, warm middle-eastern Eid vibes with the violent rock music as the box goes through the various surreal scenes of destruction.

Done using Photoshop, After Effects, and just a couple talented people over only 2 days.