Raf Zaini: The Orchestrator Behind the Scenes

Hi, Welcome to AICREATIVV! For this blog entry, Raf Zaini recommends the song above. Have a listen as you read!

Some people stumble upon their dream job while others run straight into it when opportunity calls. For Raf Zaini, that moment came with a simple text message from Imamull Qhaeer. She had been hopping between part-time jobs after completing her Bachelor’s Degree in Design and Creative Industries from Universiti Brunei Darussalam, just trying to find her footing. But when the offer from AICREATIVV arrived, she didn’t hesitate.

“It was unexpected, actually. I didn’t think twice, I just jumped at the opportunity.”

What started as a freelance collaboration soon became a full-time chapter, and in that time, Raf Zaini has become one of the essential hands moving projects from idea to execution — or, as she calls herself, an orchestrator.

From Freelance to Full-Time

Raf Zaini’s first project with AICREATIVV was for International School Brunei's 60th Anniversary Video, where she took on the role of Assistant Director.

“It felt like being in between familiarity and nerves. Familiar because I was working with a crew I knew, and nervous because it was my first official gig with a new company.”

But any nerves were quickly replaced by excitement. The day even came with a surprise encounter: meeting National Swimmer and Olympian Muhammad Isa Ahmad, a moment she remembers fondly with a laugh and heart eyes.

National Swimmer and Olympian, Muhammad Isa Ahmad (R) with a fangirl, Raf Zaini (L)

Coming from an academic background in Design and Creative Industries, Raf Zaini quickly noticed the difference between theory and real agency work.

“DCI taught me the theory, but agency life taught me how things actually move; fast, layered, and alive.”

The Orchestrator’s Rhythm

As Media Production Coordinator, Raf Zaini’s work revolves around ensuring that every project from pre-production to post flows smoothly.

“PREPRO → PRO → POST. My job is to make sure those stages keep moving forward.”

To her, communication is everything. She sees her role as a bridge connecting AICREATIVV’s creative direction, the client’s vision, and the media team’s execution.

“I ensure we’re all in the same headspace; that I perceive the project the same way Amal Osmera would, the same way the client and our team would, too. That alignment is what keeps everything together.”

When asked where her creative eye comes from, Raf Zaini credits both her past as a fashion illustrator and her inspirations, like visual artist Sarah Bahbah, known for bold, empowering visuals.

“She keeps going. Her work empowers women in every aspect, and that’s something I really admire.”

Raf Zaini often finds herself bringing elements of her old creative world into her current one, suggesting shot ideas inspired by fashion ads, films, and social media visuals. “I guess that’s where my old self still lives,” she joked.

Culture, Confidence, and CATOOO

AICREATIVV’s culture, she says, has shaped her work ethic more than anything else.

“Mistakes can be learned from, and we celebrate wins together. It taught me not to be afraid of self-doubt, and not to be selfish. CATOOO.”

The blend of structure and spontaneity in AICREATIVV’s workflow mirrors her personality perfectly — organised, yet creatively curious. And if AICREATIVV were a movie set?

“I’d probably be the Assistant Director or Assistant Producer; the one who hypes the actors up before the director yells ‘ACTION!’ Growing Through the Process

Raf Zaini’s growth isn’t just in the technical side of production, it’s personal too. Projects like UNN Colocation Video and T4 Summer Drinks Campaign became turning points in her journey.

“I doubted myself so much during those projects, but Alhamdulillah we pulled through, and the clients loved it. (cries)”

That mix of self-doubt and triumph, she says, is part of what makes her journey meaningful. It’s also what keeps her grounded.

Her biggest challenge so far? Time management and self-doubt.

“How do I overcome it? I don’t know. Maybe sleep. Or ask ChatGPT how to overcome it,” she joked.

Looking Ahead

As AICREATIVV continues to grow, Raf Zaini is eager for what’s next. The kind of projects that push boundaries and expand what the team can do together.

“I can’t wait for projects that challenge us — things we’ve never tried before as a team. LESGO.”

And as for her journey so far?

“Cue Golden by Huntr/x, we’re going up, up!”