This week, New York Art Life magazine had the pleasure of interviewing Maya Amelia Ferdiansyah, an extraordinary, dynamic producer of creativity. Born in Jakarta and now residing in Brooklyn, Maya defines herself as a cultural chameleon. Her love for New York is evident, and her friends can’t imagine her elsewhere. Throughout the interview, Maya amazed us with her insights and literally won us over with her dynamic personality. She is not only brilliant but also highly professional in her approach. As a strategist and copywriter from New York, Maya adeptly navigates the realms of words and images, showcasing her versatility and creative prowess.
Maya Amelia Ferdiansyah is a distinguished strategist and copywriter, Her journey has taken her around the world, allowing her to integrate different cultures into her professional work. She is known for her expertise in creating compelling narratives and visual stories that have a profound impact on audiences. At Milk Agency, Maya leads the strategic initiatives for the US launch of Printemps, a French luxury fashion house. Her role also includes managing the strategy for multiple brands under the umbrella of COTY, a century-old global beauty company.
Maya’s industry experience is demonstrated through her previous work with world-renowned brands such as Uniqlo, Otsuka Pharmaceutical, and Amazon Web Services in Southeast Asia. This diverse background has given her a deep understanding of different markets and consumer behaviors, which she leverages to build impactful brand strategies. Her approach is deeply rooted in the dynamic interplay between people, models, and culture in motion, which she expertly integrates into her branding efforts. This focus not only increases brand visibility but also creates a strong emotional connection with her target audience. In addition to her strategic expertise, Maya Amelia Ferdiansyah is an accomplished photographer. Her photography often reflects the vibrancy and diversity of the cultures she interacts with, adding an additional layer of depth to her work as a strategist and copywriter.
New York Art Life: It’s not hard to see why you call yourself a cultural chameleon! Growing up Chinese-Indonesian in Jakarta, you were already exposed to a vibrant mix of cultures and traditions. Then, spending time in Taipei added another layer of richness to your cultural tapestry. And now, you’re in the heart of New York, a melting pot of diversity and excitement!
Maya Amelia Ferdiansyah: Each place has shaped me uniquely and increased my ability to integrate into different cultural contexts. My culture is a blend of the places I’ve called home – Jakarta, Taipei, and New York! Jakarta will always be home – beneath the frustrating traffic lies the bustling streets I love, unforgettable spices, and coffee I miss daily. When not immersed in our rich traditions, I gravitate to South Jakarta’s creative hubs, events, and new creative spots.
In Taipei, I embraced its Japanese influences while exploring Zhongshan and Huashan Art District, hunting down design magazines at every Eslite Flagship that weren’t available back home. New York is where I truly connect with my creative self. This melting pot awakened something within me – from discovering new music to experiencing Brooklyn’s vibrant live music scene. Here, I’ve found myself fully. This eclectic mix has shaped who I am today, giving me a unique perspective through the beauty of diverse cultural experiences!
New York Art Life: I read that your advertising journey began with a love for words, a passion that has driven me to explore the depths of creativity and communication. This journey reached one of its most rewarding milestones when you had the opportunity to write the brand manifesto for MAKNA, a renowned Jakarta creative company.
It serves as a reminder of the impact that well-crafted words can have on both individuals and communities, and it inspires me to keep pushing the boundaries of creativity in advertising
Maya Amelia Ferdiansyah: Back when I was a college student, I had encountered MAKNA and what it stood for as a creative company–they had a distinct voice and design style that was a first in the Jakarta creative scene at the time. So, contributing to their 10 Year Anniversary Event was nothing short of a dream come true. The words I carefully crafted for the manifesto now greet everyone who walks into their headquarters, which also serves as a popular neighborhood coffee shop and podcast studio known as Makna Talks.
The significance of this achievement is amplified by the fact that MAKNA’s HQ is more than just an office; it is a vibrant hub where Jakarta’s core creative community gathers daily. This space fosters innovation, collaboration, and inspiration, making it an ideal setting for my words to resonate with those who share my passion for creativity. It feels surreal to witness strangers reading my work while they wait for their lattes, knowing that my words contribute to the unique atmosphere of this dynamic environment. This experience has not only validated my love for words but has also reinforced my belief in the power of effective communication in shaping brand identity and community engagement.
New York Art Life: Discovering your career path is a journey of self-exploration and reflection. How did you discover your path? How did you realize that your focus was on creating. Whether it was writing, designing, or coming up with innovative solutions, your pursuit of creativity became a defining element of your professional identity. The 2006 film “The Pursuit of Happiness” by Italian director Muccino comes to mind.
Maya Amelia Ferdiansyah: (Smile) In the movie Will Smith is an example of resilience, concentration and determination in realizing his dream. My dream is to always have an opportunity to create I landed at Dentsu—one of the world’s largest ad agencies—doing media planning and strategy. Turns out, media planning is not my thing. Being handed creative assets rather than helping shape them felt like wearing someone else’s shoes. I discovered I needed to see my fingerprints on the final output to feel fulfilled creatively. This early career lesson was invaluable: figuring out what doesn’t energize you is just as valuable as finding what does. The silver lining? Working with global clients and seeing the industry from the media perspective ultimately made me a more well-rounded creative strategist. Sometimes you need to take the wrong turn to find the right path.
New York Art Life: We are talking about dreams, successes, and arrivals. Can you tell me what your dream came true? I will start by saying that I believe dreams do not come true if you do not put yourself on the line.
Maya Amelia Ferdiansyah: Landing my full-time strategist role at an iconic institution and a cultural cornerstone like Milk in NYC is everything I hoped for.I got to flex my strategy and copywriting muscles for Luxury giant ‘Printemps’ US debut. There’s something magical about seeing work evolve from strategy decks into something tangible. Brainstorming, drafting, and refining ideas to create a cohesive campaign has always been thrilling, but watching it unfold in a city like New York elevates the experience. Unexpectedly spotting our campaign on a billboard during my evening commute to Brooklyn was a surreal and gratifying moment. It was the tangible proof of our team’s hard work and dedication, manifesting in the bustling streets of NYC.
Seeing our campaign tagline in The New York Times and New York Magazine was equally exhilarating. That moment when words you helped craft become part of the cultural conversation is indescribable. It is an honor to be part of a team that produces work that resonates on such a large scale, and it motivates me to continue pushing the boundaries of creativity and strategy in my role.
New York Art Life: How do you feel about expressing your creativity in a cultural cornerston like Milk agency? About 900k followers on Instagram. An icon in the NYC creative scene. Advertising campaigns for Red Bull, Brompton, the iconic UK foldable bike brand, collaboration with the New Balance communication team, latest flowery campaign for Luxury giant ‘Printemps and many others.
Maya Amelia Ferdiansyah: (Exhilarating and inspiring). Each project undertaken by the agency reflects a deep understanding of the target audience and a keen sense of market trends. This environment fosters a culture of collaboration among creative minds, allowing for the exchange of ideas that can lead to groundbreaking concepts. For those involved, expressing creativity within this dynamic setting is not merely a job; it becomes an opportunity to contribute to impactful narratives that resonate globally. The rich tapestry of past campaigns and collaborations serves as both inspiration and motivation to innovate in the ever-evolving landscape of advertising and communication. This synergy between creativity and strategic execution makes Milk agency a beacon for professionals, artists, and creatives.
New York Art Life: Your work is not just a simple artistic work; it is important to create and make people talk about it. In your case, there is a client to whom you have to respond with tangible results. So you need strong, modern, innovative, fresh, chewable, impactful ideas. Where do you find them, and what do you get inspired by?
Maya Amelia Ferdiansyah: That’s a good question. My inspiration comes from the city itself – I often stop mid-stride to capture something my friends might dismiss as “random” – interesting typography, abandoned furniture on sidewalks, or anything that strikes me as picturesque or unusual. Music constantly flows through my day. Currently, I’m diving into 80s & 90s R&B/House, with my YouTube recommendations filled with NPR Tiny Desk sessions, live DJ sets from cafes, and carefully curated playlists that provide the soundtrack to my creative process. I’m drawn to exceptional storytelling in cinema – films like Past Lives, Call Me By Your Name, Aftersun, Challengers, and Grand Budapest Hotel leave me analyzing frames and dialogue for weeks after watching. There’s something about a perfectly composed shot or brilliantly crafted scene that unlocks new creative pathways.
Well-designed spaces captivate me too – cafes, listening bars, bookstores, select shops, galleries. You can sense when genuine thought has gone into creating an environment, and I hope to someday design such a space myself. The literary influences remain important – from Bell Hooks to Sally Rooney, from classic advertising campaigns to overheard conversations in New York cafes. But ultimately, inspiration strikes in the lived experience of the city, in the unexpected moments between destinations. The important thing is not to wait for Godot – ideas appear when you’re actively engaging with the world around you.
New York Art Life: Finding creative inspiration in literature, art, and poetry is a great foundation for success. So now I understand why you chose to work at Rizzoli New York.
Maya Amelia Ferdiansyah: My experience working with Rizzoli has been nothing short of exhilarating! Partnering with such a respected name in New York’s vibrant intellectual landscape was a dream come true. The synergy between Rizzoli and the Hip Hop community is palpable, especially given Rizzoli’s strong focus on art, architecture, photography, design, and literature. We created a winning multi-platform strategy that generated over 2,000 hip-hop title sales! By creating an innovative 360-degree campaign that went beyond the “Hip-Hop 50,” we were able to tap into the heart of hip-hop culture while securing customer buy-in for scalable monetization potential.
New York Art Life: Every creative dream is to land a job working with a great team of creatives. What advice do you give to young creatives?
Maya Amelia Ferdiansyah: Remember you’re a human first, then a creative. Empathy for others isn’t just good for relationships—it makes your work more resonant and meaningful. Be a sponge. Try everything without prejudgment. I discovered my passion for strategy by saying yes to projects outside my comfort zone. You’ll never truly know if you love or hate something until you experience it firsthand.
Learn to separate yourself from your creative output. You are not your work. When feedback comes (and it always will), don’t take it personally—it’s about making the work better, not about you. This distinction has been crucial for my growth at Milk. Work diligently and maintain a strong work ethic without complaint. Be the person who steps up rather than the one who points fingers. When you help elevate others, you build the kind of relationships that lead to mutual success. Cultivate optimism, learn to say no with grace, and always carry that “spring in your pocket”—that enthusiasm that energizes not just you but everyone around you. The most valuable creatives bring both talent and a spirit that makes people want to create alongside them.
