PlaylistX Studio: “We Take Play Very Seriously”

At a music festival featuring more than 200 performers, 17 stages, and three full days of programming, many attendees end up creating their own spreadsheets just to manage their viewing schedules. The problem may seem simple, but it is crucial. PlaylistX Studio recognized this friction and responded unexpectedly: Kartu Tanda Pesta (KTP), a personalized rundown system packaged as an “identity card” that stores each user’s preferred Pestapora experience.

To obtain one, users answered a series of research-based questions designed to map their interests. The result was a personalized festival identity complete with a unique ID number that could be exchanged with others, 50 collectible card variations, and a personal schedule automatically synchronized with Google Calendar. Within a week, the activation generated hundreds of thousands of engagements. More than ten thousand cards were created. WhatsApp groups even emerged, formed by netizens eager to exchange KTP numbers.

“For us, KTP Pestapora is an example of how technology, when packaged properly, can transform a major pain point into a solution that feels fun and memorable,” the PlaylistX team explained.

This approach reflects how PlaylistX works. They begin by “shopping for problems,” then search for answers that are not only functional but also enjoyable. Founded by three veterans from advertising and marketing, visual design, and programming, the studio was born out of a shared passion and a simple dream: to create games that can be played by many people.

Ironically, PlaylistX did not initially operate the way it does today. In its early days, the team intended to develop original games to be published on platforms such as Steam and gaming consoles like PlayStation and Xbox. However, after assessing the realities of Indonesia’s gaming industry and conducting research into existing business needs, they decided to establish a creative tech and interactive experiences development line instead.

This pivot remains closely connected to their gaming ambitions. The projects they undertake today serve as experiments and sources of insight for future game development, and vice versa. From that shift, PlaylistX Studio emerged as it is now: a studio that thrives on experimenting with technology and what they call playful interactions, whether for increasingly popular on-ground brand activations or online experiences.

Their creative process almost always begins with a single question: “What problem are you facing right now?” The inquiry consistently sparks productive discussions. For PlaylistX, the foundation of any idea must be rooted in real insight or tangible problems. Every experience they design and execute must have a clear purpose, whether to address a specific issue or to deliver measurable business impact for a client.

From that initial “problem shopping” phase, the process may resemble other creative workflows: brainstorming multiple solution pathways from different perspectives, refining ideas while conducting in-depth technical research, and defining the standards of what “good” and “ideal” mean for each project, complete with various timeline scenarios.

By the time an idea is ready for execution, the team has a thorough understanding of technical requirements, limitations, and the shared direction agreed upon with the client. What sets their process apart is their willingness to pivot. They are not afraid to admit when something is not working. If, during refinement or even execution, a chosen path leads to a dead end, they remain open to new ideas or alternative execution methods—so long as these align with their standards and the client’s needs.

This mindset was clearly reflected in their work for JIPFest 2025, Subject to Interpretation. The piece was initially submitted in response to that year’s theme, Coexistence, which explored the relationship between humans and technology. Rather than adopting the common perspective of how humans view technology, PlaylistX reversed the lens: what if technology were the one observing and interpreting humans?

Subject to Interpretation emerged as a social commentary on a phenomenon deeply relevant today. The work suggests that in the eyes of technology, humans are often reduced to clusters of data and numbers. It serves as a reminder not to lose our humanity merely to be “liked” by technology—algorithms included.

Formally, the piece took the shape of an interpretative photobooth. The system “read” visitors’ faces using AI and printed its interpretations in the form of a receipt. These included speculative outputs such as suitable professions, personal vibe, potential scandals, spirit animals, and even wealth projections—all deduced solely from facial data.

The project took approximately two months to complete, developed in collaboration with Hektra for concept and software development, and This/Play for installation design and construction. One particularly notable aspect was that the AI system was designed and run entirely on their own local computers, rather than relying on cloud-based infrastructure.

At Bangkok Design Week 2026, PlaylistX demonstrated a similar approach. Responding to that year’s theme, “SOS,” which posed the question of how design could address human vulnerability, they chose not to offer a direct solution but instead to create a space—a safe space for release.

In collaboration with TJT Creative Lab, a Bangkok-based advertising agency, the process began with research into local insights from Thai communities, particularly in Bangkok. The issues explored were simple yet universally relatable. Over roughly two months, the project underwent several evolutions, both in UI/UX design and in the tone of voice that became the “heart” of the work—warm, friendly, and sentimental, drawing inspiration from the game Undertale.

The final installation invited visitors into a small room designed to resemble a public phone booth: intimate, private, anonymous. Within this confined space, anyone could share feelings, memories, anxieties, or unspoken messages. Technically, recorded voices were processed and visualized in real time into forms, movements, and colors. Emotions embedded in each voice shaped unique visual patterns; every story generated its own wave.

Today, one of PlaylistX’s biggest challenges lies in market education—specifically, educating clients and audiences about the potential impact of interactive experiences and about technological standards themselves. Many still perceive little difference between “good” and “bad” technology. For PlaylistX, the challenge is to demonstrate that technological quality can significantly influence outcomes.

When strong storytelling, compelling visual design, and insightful big ideas support technology, the combination can produce a tangible impact for brands and businesses. Another ongoing challenge is finding balance: continuing to experiment and expand their skill set and future “menu,” while remaining productive in delivering commercial projects for clients.

Looking ahead, PlaylistX intends to keep exploring and experimenting. They envision developing their own technological products—tools that can be used widely, perhaps born out of these very experiments. They believe everyone deserves to have fun. For that reason, their goal remains simple and foundational: whatever they create in the future must be enjoyable, accessible, and at the same time set new standards within the broader creative industry.

“We take play VERY seriously,” they said.